As a group, we believed the Whitney Museum's visual identity is contextually informed as it reflects the structural architecture of the new museum exterior. This enhances its identity through a bespoke concept and considered visual language. Also the interchangeability of the design allows for use in terms of reproduction and adaption. Contrary to this view, we feel that on a practical level the identity is restrictive, dominating and rigid in it's communication visually. Although the designers produced the identity with a 'need to be signed or filled', the visuals functionality is limited when presented as a stand-alone image.
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| W - A space that wants to be filled/signed/drawn on |
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| W on advertisement and in different forms |
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| Variations of W used as information |
[ See more information about the ideas behind the design here ]
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