Whitney Museum of American Art

Complete Design Program - Complete

2016

Entro Communications
t: 416-368-6988
e: toronto@entro.com
w: entro.com

Entro Communications Project Manager: Randy Johnson Designer: Brenda Tong

For WMAA, the challenge was to extend the brand throughout the environment to be functionally effective yet subdued enough so as not to compete with the art. To achieve this, Whitney’s “Responsive W” logo was used as a graphic element to create a unique visual language for the wayfinding program. A flexible typographic grid based on this logo, consisting of graphics that incorporate arrows, act as‘containers’ for directional information.