September 24, 20130 comments
Stellar identity work by Amsterdam-based, Experimental Jetset for the Whitney Museum of American Art in New York. The Whitney was established in 1930, and is wholly devoted to the art of the United States, showcasing a wide range of both twentieth-century and contemporary American art. I like everything about this. It’s unconventional, dynamic, sophisticated, and unapologetically flexible. Most importantly, it understands its audience and is going to serve the Whitney well. Check out Experimental Jetset’s website here for a more in-depth look at the rationale and process behind the new identity.