All-star designers Experimental Jet Set say the W they’ve used for the Whitney’s logo represents “the heartbeat of New York, of USA.” It “encapsulates” a “dialectic between the ‘old world’ and the ‘new world’. Does this dialectic need to be encapsulated because it’s in the middle of the ocean?
Artspeak does the firm a disservice, but so too does its decision to illustrate the differences between these two worlds through the use of stereotypes. The line drawn W isn’t just a convenient way to introduce variation of line and typeface, but it’s a familiar gesture to the abstract geometric lines that are commonly used in art.
And if we know anything about art, it’s best represented by abstract animated lines.
Art21, available for viewing here.
But if this is something you like, here’s where you can get it.
Abstract animated lines aren’t all bad. The Walker’s vision for line usage includes padding for text, adding an overall energy to a generic template. Here, the line more closely resembles text than imitation of geometric abstraction, and is therefore more successful.
And an office favorite, the marriage of lines and identity: