In anticipation of relocating to a new downtown location in 2015, the Whitney sought to establish a distinctive identity without losing a sense of its history. The expression of the brand was drawn from an established strategic plan, its mission and history, as well as the architecture of the new building. Design studio Experimental Jetset successfully created an approach that satisfied the brief, while still allowing space for the Museum's in-house team to build upon it. The result is an inventive system that literally responds to art—a core attribute of the Whitney since its founding.
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