As the Whitney Museum approaches the opening of its Renzo Piano-designed new building in 2015, all aspects of  programming and operations are being reconsidered.

Two years ago, museum staff began to assess the Whitney’s graphic identity and selected the Amsterdam-based design studio Experimental Jetset to develop a new approach which serves as an emblem of the museum and a visual ambassador for the new building. The result is a distinctive and inventive graphic system that literally responds to art—a fundamental attribute of the Whitney since its founding in 1930.

This dynamic identity, which the designers refer to as the “responsive ‘W’,” also illustrates the museum’s ever-changing nature. The debut of the new look now is intended to ease the transition to the new space.