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Really loving the latest identity for the Whitney Museum of American Art. It is unconventional and apparently high maintenance, probably requiring a very comprehensive brand standards manual and a skilled designer to execute any further applications for the museum. Although some may see this identity as frivolous and limiting, I think these are trivial excuses which should not stifle a great creative concept such as this one. What I like the best is how the ‘W’ is able to change shape to fit different applications and uses, very much like a good museum, designed to host all different art installations. Design by: Experimental Jetset

Screen Shot 2013-07-05 at 10.25.32 AM