Museum Rebrand

4 min readJan 26, 2022

Response

What was your initial reaction to the Whitney identity system after reading the first article? In response to the Whitney museum rebrand you can apply phrases like “keep it simple” “work smarter not harder” “less is more” and things like that. I think the responsive nature of the logo is really cool and makes the logo really versatile. I think the simple design is very clean while still being clever and usable. However, I do worry that, if taken out of context, it might be hard to recognize what the logo is for. Unless, of course, it becomes like some of the iconic symbols we recognize, like, Pepsi, Nike, Adidas, etc. I guess thats what all companies strive for in the end though. To be universally recognized.

In your own words, describe what responsive design is. What are the pros and cons of applying responsive design to an identity system Responsive design is branding that is able to be changed depending on what setting it is put in (like the new Whitney museum logo). I think some pros of this include: a good looking logo wherever it needs to go, easily malleable so if something is not working, it can easily be changed, very versatile. Some cons of this include: not always having completely cohesive branding, sometimes it can get lost in translation, is less likely to be universally recognized, since it is portrayed in so many different versions, and typically needs to be more simple (which is not always bad, but it can be).

The new Whitney identity has been criticized as boring and duplicitous due its simplistic, open-ended design. Do you agree or disagree — why? Are boring and simple one in the same? I definitely do not agree that boring and simple are one in the same. Look at Nike, for example. It’s just a check mark. Thats it. But people LOVE Nike. I think the simplistic approach to branding definitely has a time in place for when it is better or needed. I think it works well in the Whitney Museum logo because it is a museum, and the simplistic logo gives a bit more of a clean and professional look, which reminds me of museums. It is also really cool how versatile it is and how they really used that to their advantage in every single way possible.

Museum Rebrand

Chosen museum: The Voodoo Museum

visual research board

Established in 1972 in the French Quarter in New Orleans.

“One of the most unique and interesting small museums in the country”

We take all the mysteries, the secrets, the history, and the folklores of rituals, zombies, of gris-gris, of Voodoo Queens and all that jazz, and put it all in one place at the heart of the New Orleans French Quarter

The inside is very “organized chaos” very small, very cluttered.

Very historical, very educational tours. Walking Tours to the nearby St. Louis Cemetery (the City of the Dead) and the tomb of Marie Laveau, “Voodoo Queen of New Orleans”

The Voodoo Museum may assist interested persons in special services such as psychic readings, consultations, special gris-gris, rituals and ceremonies. While the museum does not provide these services directly, we may facilitate contacts with contemporary practitioners who may, upon mutual interest and consent, provide such services.

Brainstorming