Whitey Rebrand - Experimental Jetset

The Whitney Rebrand completing in 2012, the company where asked to create new graphic language and a new graphic identity. The minimal style is crisp and clear to reflect the styles of the modern idealistic of the time, the idea of keeping the logo and rebrand simple this is to show the museums advents and its exhibitions as the main focus. Its a simple stylistic plinth to showcase the work. The main focal point of all the rebrand is the images or other text added to the simples basic design, this then gives them more impact for the audience as they look at them first.  The ambiguous W shape can be used to mean many different thing in its context, as the simple symbol is easily understood it can response to its background in different way to mean different things and work with the context to change the meaning. This works well for the different exhibitions to reflect the works differently.
The form of the W changes for the images and text around it to frame them.

As a stand alone logo we feel its got issues with balance and space, as one side is very over powering due to the bold text but depending on the context the image is distorted to work with the imagery and this gives it functionality in a unique way that isn't seen in any other logo around at the moment which makes its stand out. Out of context it changes from a serious image to a playful more informal shape when it distorted, this is due to the more uneven, less strict, less perfect styles of the free image. The shape can be manipulated to fit different spaces but it still legible as a W, this gives the artist complete freedom with how to use the shape and the lines combined. The logo transends almost the type face to becomes a recognisable style this is because it reacts with the situation its placed in rather than just working on its own or separately. Due to its simplistic and uniqueness it can be adapted to different sizes and means, this shows how the logo is flexible and diverse while keeping the same idea.

Although we feel this means the logo is give a deeper more conceptual meaning we do feel that we only understand the meaning and purpose of this because of our art education, we feel that the average consumer wouldn't understand the deeper meaning. Not understand the concept may mean that the work is seen as basic, boring imagery but they are subconsciously effected in the way the artist intended as they are drawn to it and focus mostly on the images from the exhibitions.