The Whitney is fast approaching the opening of its new building in 2015.

After two years ago, of thoughtful internal dialogue by dedicated Museum staff regarding the Whitney’s graphic identity they asked design studio Experimental Jetset to develop a new approach which embraces the spirit of the Museum while serving as a visual ambassador for the new building. Whitney The result is a distinctive, dynamic and inventive graphic identity which the designers refer to as the “responsive ‘W’, that literally responds to art.  It is a fundamental attribute of the Whitney since its founding in 1930 that also illustrates the Whitney’s ever-changing nature.

"This work is an exploration on one's boundaries; both those we create for ourselves and those we inherit. I am thinking about how much control we have over the expression of our identity, if some of identifying markers are more or less inherited and permanent." Graciani.