The Whitney Museum of American Art moves to downtown Manhattan in 2015 to a new site designed by architect Renzo Piano, situated between the High Line and the Hudson River. To accompany this fresh start, Dutch agency Experimental Jetset were brought in to create a new visual identity for the museum, based around ‘The Responsive W’. They explain, ”The ‘Responsive W’ can also be seen as a flexible typographic grid. The W-shaped construction is an excellent platform for all kinds of text – in this case the name ‘Whitney’. A thin, fragile line perfectly symbolizes this ambiguous, seemingly paradoxical state of being ‘open’ and ‘closed’ at the same time. It symbolizes a place to interact, to engage, to connect. In that sense, a flexible W, consisting of a thin line…represents the idea of the Whitney as an blank canvas, for the artist to put his/her signature on.’ Used across the board from stationary to gifts and brochures, this clean, stark design is a winner in our book.