Orientation System

Whitney Museum of American Art

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The challenge in developing the wayfinding and identity signage for the Whitney Museum of American Art was to extend the brand with enough restraint to keep the museum environment simple, elegant and timeless while not competing with the art. Whitney’s “Responsive W” logo is used as a graphic element to create a unique visual idiom for the wayfinding programme. A flexible typographic grid is based on this logo, consisting of graphics that incorporate arrows, which act as “containers” for directional information. The monochromatic colour palette is based on black, grey and white, while the type plays a secondary and complementary role.

  • Brand/Graphic Standards:
    Experimental Jetset, Amsterdam
  • Fabrication/Installation:
    DCL_/Design Communications Limited, Boston
  • Design:
    Entro Communications, Toronto
  • Photography:
    Ben Gancsos, New York
  • Client:
    Whitney Museum of American Art, New York