Say WWWhat? Whitney Museum Unveils New Graphic Identity

With its imminent move downtown to new Renzo Piano-designed digs, the Whitney Museum of American Art decided that its graphic identity was also in need of an overhaul. And so it’s out with Abbott Miller‘s 13-year-old wordmark (which, like a fine wine, would only have gotten better with age) and in with a…spindly, shape-shifting line? The new identity, created by Amsterdam-based Experimental Jetset and unveiled today along with the museum’s redesigned website, is an anti-logo: lacking distinction, gravitas, and the ability to be seen from across a room.