Museum Rebrand

Reading Responses

  1. What was your initial reaction to the Whitney identity system after reading the first article?

I absolutely love the identity system they have created. I have always been drawn to minimalism and this could be the spokesman for minimalism. I love how 4 lines together can represent an entire identity.

2. In your own words, describe what responsive design is. What are the pros and cons of applying responsive design…

Responsive design is when a ‘logo’ can be used in any way, shape, or form. It can change shape, yet still hold that meaning of the brand.

3. 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 don’t think it is ‘lazy’ or ‘too simple’. I think it takes a great designer to know when too much is too much. This logo is enough. Simple and boring are not one in the same. I always imagine the apple logo when thinking of a simple logo. When almost anyone sees that image they immediately think of the iPhone, or another product produced by Apple.


“Mmuseumm is a style of storytelling about the modern world. It is Object Journalism.” The best way I would describe it is a museum of random objects with varying levels of importance. “It is a new type of museum, expanding in a network of expected and unexpected locations, dedicated to exploring modern humanity and current events through revealing objects from around the world.”

If you look at their online exhibition there is writing with each object; saying something about society.

Started in 2012 by Alex Kalman, Joshua Safdie, and Benjamin Safdie.

Location: 4 Cortlandt Alley New York, NY 10013






Abstract Marks

Pictorial Marks

Dynamic Marks

Mascot Characters

3 Logos




Love podcasts or audiobooks? Learn on the go with our new app.

Recommended from Medium

Build an SMS marketing list that actually converts

Top Digital Marketing Platforms and Trends to Explore in 2020

What a software development company needs to know about content marketing

Content Ideas- Find Endless Content Ideas With One FREE Tool

#7 Building a Blog in Public — The Organic Growth Continues

Names with stories: The story behind


It’s Time to Turn on the KogeFarm Afterburners with Marketing

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Macey McKinney

Macey McKinney

More from Medium

Pushing without commiting? I’m here to help

3 Great Shows to Look Forward to at Second Stage

From Here to Someday