Creat­ing a Dynamic Signage Program for the New Whit­ney

December 3, 2015


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.