The Genius Behind the Whitney Museum's New Logo The American Art museum gets a wow-worthy new responsive-design logo. Here's how it works.

With more museums and galleries than nearly any city on the planet, New York City's art scene is as cutthroat as the business world. So when the Whitney Museum of American Art began preparations for its 2015 move from its longtime home on the Upper East Side to new downtown digs, the institution decided to rethink its identity, too. "Hundreds of visual decisions have to be made within the new building: signage, directories, graphic information. Our previous branding just wasn't sufficient," says Jeff Levine, chief marketing and communications officer.

Video: Introduction of the new Whitney graphic identity, short movie by Experimental Jetset