13-00812
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13-00812
Click on image to view high resolution
13-00812
Click on image to view high resolution
13-00812
Click on image to view high resolution

Whitney Museum of American Art

[Orientation System]

Client

Whitney Museum of American Art, New York

Design

Entro Communications, Toronto

Brand/Graphic Standards

Experimental Jetset, Amsterdam

Fabrication/Installation

DCL_/Design Communications Limited, Boston

Photography

Ben Gancsos, New York

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.

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