Two years ago, The Whitney Museum of Art in New York decided to rebrand. In a group we discussed what we thought of the rebrand and critically analysed it brainstorming ideas. After writing down critical ideas and analysis we put the ideas together into an analytical paragraph.
The studio Experimental Jetset took on this redesign. The Whitney exhibit’s rebrand is effective as it reflects the company even though it is simplistic. The minimalism and simplicity creates a sleek design and you can transfer the logo effectively onto signage and outer design elements effectively.
The studio Experimental Jetset took on this redesign. The Whitney exhibit’s rebrand is effective as it reflects the company even though it is simplistic. The minimalism and simplicity creates a sleek design and you can transfer the logo effectively onto signage and outer design elements effectively.
Just one of the inspirations was
a specific piece of work by Ad Reinhardt in a comic strip from the 1940’s, a
wonderful ‘typology of lines’. However the design was influenced by so many
different ideas it gives it so much depth and meaning. The new logo also reflects
the modernism of the new building. The white space gives examples of the
gallery’s work more impact and makes it more striking. It’s simplistic but has
so much reasoning and justification through the context which ads more
significance and purpose to the design. The simple logo can be incorporated
into direction signage and other graphic design and it is a flexible platform
for different texts.
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