The Whitney Museum of American Art pays tribute to America’s 20th and 21st-century art and artists. Strategically located at the terminus of the High Line in New York’s Meatpacking District, the museum contains over 21,000 works of art, including paintings, sculptures, photos, film and new media. Entro was engaged to develop the identity signage, wayfinding, donor recognition program, and digital display system for nine floors and 220,000 square feet of public, administration, and exhibit space.
Using the Whitney’s “Responsive W”– a flexible typographic grid based on the museum’s logo – we designed the wayfinding graphics to be elegant and timeless, with a modern edge appropriate to the museum. The colour palette is essentially monochromatic based on black, grey and white. The graphics incorporate ‘flexible’ directional arrows that reference the museum’s logo, also acting as a container for directional information. Application methods vary depending on the surfaces where information is applied: vinyl on concrete, screened graphics on drywall, and dimensional letters for donor names in galleries and other public spaces. For the Donor Wall, silver vinyl was applied to glass for a dramatic and memorable effect.