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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