WHITNEY MUSEUM OF AMERICAN ART
About the Whitney
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Logo Mark and Logo Type
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Isolation Area
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Typography
8 10
Unacceptable Use of the Identity
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Stationery System
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Products
26
Website
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TABLE OF CONTENTS
Corporate and Tertiary Colors
ABOUT THE WHITNEY
As the preeminent institution devoted to the art of the United States, the Whitney Museum of American Art presents the full range of twentieth-century and contemporary American art, with a special focus on works by living artists. The Whitney is dedicated to collecting, preserving, interpreting, and exhibiting American art, and its collection—arguably the finest holding of twentieth-century American art in the world—is the Museum’s key resource. The Museum’s signature exhibition, the Biennial, is the country’s leading survey of the most recent developments in American art. Innovation has been a hallmark of the Whitney since its beginnings. It was the first museum dedicated to the work of living American artists and the first New York museum to present a major exhibition of a video artist (Nam June Paik in 1982). Such figures as Jasper Johns, Cy Twombly, and Cindy Sherman were given their first museum retrospectives by the Whitney. The Museum has consistently purchased works within the year they were created, often well before the artists became broadly recognized. The Whitney was the first museum to take its exhibitions and programming beyond its walls by establishing corporate-funded branch facilities, and the first museum to undertake a program of collection-sharing (with the San Jose Museum of Art) in order to increase access to its renowned collection. Designed by architect Renzo Piano and situated between the High Line and the Hudson River, the Whitney’s new building vastly increases the Museum’s exhibition and programming space, providing the most expansive view ever of its unsurpassed collection of modern and contemporary American art.
SYMBOL & SIGNATURE
To maximize the integrity of our visual identity, the size and position of the symbol has been carefully designed to achieve balance with the size and position of the signature in both horizontal and vertical formats. These proportions should never be altered. There will be some instances where the symbol will serve as the key design element – such as folder covers, trade show graphics, tactical promotions, etc. These should always be approved by the marketing team.
WHITNEY MUSEUM OF AMERICAN ART
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WHITNEY MUSEUM OF AMERICAN ART
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WHITNEY MUSEUM WHITNEY MUSEUM OF AMERICAN ART AMERICAN A significant area of freeOF space must surround ART the logo. This is
called the isolation area. The example here indicate the preferred logo isolation area. No type or images should enter this area. The isolation area is determined by the width of ‘W’ in the signature. This determines the minimum isolation distance from the top, bottom, left and right of the logo which includes the symbol and signature.
WHITNEY MUSEUM WHITNEY MUSEUM
WHITNEY MUSEUM
ISOLATION AREA
WHITNEY MUSEUM WHITNEY MUSEUM OF AMERICAN OF AMERICAN ART ART
WHITNEY MUSEUM OF AMERICAN ART W WHITNEY MUSEUM OF AMERICAN ART
W
WHITNEY MUSEUM OF AMERICAN ART
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W
WHITNEY MUSEUM WHITNEY MUSEUM OF AMERICAN OF AMERICAN ART ART
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TYPOGRAPHY
For corporate communications, Helvetica Neue LT Std Light has been chosen for its simplicity and timeless design qualities. Arial, which is a similar font, may be used for web and Power Point applications, only when Helvetica Neue is not available. Note to package designers: Certain packaging situations may require condensed fonts when space is an issue. E.g. Helvetica Neue LT Std Light Condensed. The logo type uses Folio Std Light and Medium.
Helvetica Neue ABCDEFGHIJKLMNOPQRSTUVWXYZ LT Std Light abcdefghijklmnopqrstuvwxyz
Helvetica Neue LT ABCDEFGHIJKLMNOPQRSTUVWXYZ Std Light Condensed abcdefghijklmnopqrstuvwxyz Arial ABCDEFGHIJKLMNOPQRSTUVWXYZ Regular abcdefghijklmnopqrstuvwxyz Folio Std ABCDEFGHIJKLMNOPQRSTUVWXYZ Light abcdefghijklmnopqrstuvwxyz Folio Std ABCDEFGHIJKLMNOPQRSTUVWXYZ Medium abcdefghijklmnopqrstuvwxyz
WHITNEY MUSEUM OF AMERICAN ART Above is the logo type by itself. This is the only format accepted by brand standards. It is set in Folio STD. “WHITNEY” and “ART” are the set in the medium weight and the color changes based on the color palette being used in the logo mark; mostly used in pure black or pure white. The rest of the type is set in the light weight.
WHITNEY MUSEUM OF AMERICAN ART
To the left is the logo type and mark put together. It is an only vertical set-up the type aligns with the outside of the logo mark.
COLOR PALETTE DYNAMIC BRAND
We build our brand recognition with correct and consistent use of our corporate colors. When the corporate colors are not available, the logo should be reproduced in either black or white and accompanied by the 40% black that is used in the logo type. The black and white version of the logo should be used when available colors are limited or for low quality reproduction such as newsprint or fax cover sheets. To obtain reproduction artwork or electronic files – jpg, pdf and illustrator, or if you have questions regarding a particular use of the logo, please contact the marketing team.
The main logo and color palette is either the black or white logo and call out words with the 40% black. Throughout the next few pages, the dynamic color palette means that there are four exhibit color palettes. Each of which have been chosen carefully and are not to be messed with. These individual exhibition’s logo, are meant to be used solely when advertising the exhibit category that goes along with the color palette.
The colors to the right are all the colors for this brand other than pure black and white. The ones selected are the ones that are used on the call out words in the logo type. This identity is dynamic, meaning the colors in the Logo change based of what content that goes with it.
PHOTOGRAPHY EXHIBIT COLOR PALETTE
#A7A9AB C 0 M 0 Y 0 K 40 #76787A C 0 M 0 Y 0 K 65 #4A4A4C C 0 M 0 Y 0 K 86
WHITNEY MUSEUM OF AMERICAN ART
#262323 C 0 M 0 WHITNEY MUSEUM Y 0 OF AMERICAN ART K 99
WHITNEY MUSEUM OF AMERICAN ART
WHITNEY MUSEUM OF AMERICAN ART
#A26D4A C 31 M 58 Y 75 K 14
WHITNEY MUSEUM OF AMERICAN ART
#4A3320 C 50 M 66 Y 81 K 50 #331C0E C 53 M 71 Y 79 K 75
WHITNEY MUSEUM OF AMERICAN ART
WHITNEY MUSEUM OF AMERICAN ART
SCULPTURE EXHIBIT COLOR PALETTE
#BD927B C 26 M 43 Y 51 K 2
WHITNEY MUSEUM OF AMERICAN ART
WHITNEY MUSEUM OF AMERICAN ART
WHITNEY MUSEUM OF AMERICAN ART
DRAWING & PAINTING EXHIBIT COLOR PALETTE
#EE8A25 C 4 M 55 Y 100 K 0 #4297B7 C 73 M 27 Y 19 K 0 #B63031 C 20 M 94 Y 88 K 10 #1D2251 C 100 M 95 WHITNEY MUSEUM Y 38 OF AMERICAN ART K 35
WHITNEY MUSE OF AMERICAN A
WHITNEY MUSEUM OF AMERICAN ART
WHITNEY MUSE OF AMERICAN A
ITNEY MUSEUM AMERICAN ART
ITNEY MUSEUM AMERICAN ART
#4B9FA7 C 70 M 21 Y 33 K 0
WHITNEY MUSEUM OF AMERICAN ART
#2A6268 C 84 M 47 Y 50 K 22 #163D61 C 98 M 78 Y 38 K 26
WHITNEY MUSEUM OF AMERICAN ART
WHITNEY MUSEUM OF AMERICAN ART
GRAPHIC DESIGN EXHIBIT COLOR PALETTE
ITNEY MUSEUM AMERICAN ART
#95C7B6 C 42 M 6 Y 32 K 0
PROPER USAGE
The Whitney’s identity is an investment in the museum’s future. Like any other investment, it requires careful management to grow in value. The Whitney logo is designed as an integrated unit. It should never be manually or electronically modified in any way. Keep in mind, not every unacceptable use of the logo can be covered in this document. To obtain reproduction artwork and electronic files, or if you have any questions regarding a particular use of this logo, please contact the marketing team.
• Do not add embellishment such as lines and drop shadows. • Do not squeeze or stretch. • Do not make color logos all one color or switch the placement of the colors. Each has been carefully chosen to be in a certain order. • Do not chose new colors outside of the corporate color palette. • Do not switch the heavier weight text in the logo type to “Museum of American.” • Do not mix color palette, each has been chosen to serve a purpose. Mixing them would erase its purpose. • Do not change the typeface used in logo type. • Do not place the exhibit type logo over a color. Only place black and white over a color background.
OF AMERICAN ART
OF AMERICAN ART
OF AMERICAN ART
WHITNEY MUSEUM WHITNEY MUSEUM WHITNEY MUSEUM WHITNEY MUSEUM WHITNEY OF AMERICAN ART MUSEUM OF AMERICAN ART OF AMERICAN ART OF AMERICAN ART OF AMERICAN ART WHITNEY MUSEUM WHITNEY MUSEUM WHITNEY MUSEUM WHITNEY WHITNEY MUSEUM MUSEUM WHITNEY MUSEUM WHITNEY MUSEUM OF AMERICAN ART ART OF AMERICAN AMERICAN ART ARTAMERICAN OF AMERICAN ART OF AMERICAN OF ART ARTOF AMERICANOF
WHITNEY MUSEUM WHITNEY MUSEUM OF AMERICAN ART OF AMERICAN ART WHITNEY MUSEUM WHITNEY MUSEUM MUSEUM WHITNEY MUSEUM WHITNEY MUSEUM OF MUSEUM AMERICAN ART WHITNEY WHITNEY MUSEUM WHITNEY MUSEUM WHITNEY WHITNEY MUSEUM WHITNEY MUSEUM WHITNEY MUSEUM ART OF AMERICAN ART OF AMERICAN ART OF AMERICAN OF AMERICAN ART OF AMERICAN AMERICAN ART ART OF AMERICAN OF ART ARTOF AMERICANOF ARTAMERICAN OF AMERICAN ART
WHITNEY WHITNEY MUSEUM MUSEUM HITNEY MUSEUM WHITNEY MUSEUM OF AMERICAN ART OF ART AMERICAN ART AMERICAN ART OF AMERICAN
WHITNEY MUSEUM OF AMERICAN ART WHITNEY MUSEUM WHITNEY MUSEUM WHITNEY MUSEUM WHITNEY WHITNEY MUSEUM MUSEUM WHITNEY MUSEUM WHITNEY MUSEUM OF AMERICAN ART OF AMERICAN ART OF AMERICAN ART OF AMERICAN OF AMERICAN ART ARTOF AMERICAN ART OF AMERICAN ART
STATIONERY SYSTEM
Stationery is one of the most important contact points from our company to all our customers. For this reason, a well-designed and disciplined stationery system has been established and the standards set forth should be followed by all employees. The Company letter formatting will utilize a flush left format of twelve point Times Roman set on 1.5 points of leading and a one inch margin.
ADAM D. WEINBERG ALICE PRATT BROWN DIRECTOR
WHITNEY MUSEUM OF AMERICAN ART
WHITNEY MUSEUM OF AMERICAN ART
WHITNEY MUSEUM OF AMERICAN ART
WHITNEY MUSEUM OF AMERICAN ART
tempor incididunt ut Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod ullamco labolabore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation t in voluptate ris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderi cupidatat Excepteur MUSEUM non proident, WHITNEY MUSEUM sint occaecat WHITNEY velit esse cillum dolore eu fugiat nulla pariatur. ARTsit amet, OF AMERICAN OF AMERICAN ART dolor sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolore magna aliqua. Ut consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et aliquip ex ea commodo enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut dolore eu fugiat consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum qui officia deserunt nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa mollit anim id est laborum.
tempor incididunt ut Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod ullamco labolabore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation t in voluptate ris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderi proident, non cupidatat occaecat velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint dolor sit amet, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolore magna aliqua. Ut consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et aliquip ex ea commodo enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut dolore eu fugiat consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum qui officia deserunt nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa mollit anim id est laborum.
99 Gansevoort Street New York, NY 10014 (212) 570-3600 WHITNEY MUSEUM OF AMERICAN ART info@whitney.org
WHITNEY MUSEUM OF AMERICAN ART
WHITNEY MUSEUM OF AMERICAN ART
WHITNEY MUSEUM OF AMERICAN ART
WHITNEY MUSEUM OF AMERICAN ART
WHITNEY MUSEUM OF AMERICAN ART
ALICE PRATT BROWN DIRECTOR
ADAM D. WEINBERG
WHITNEY MUSEUM OF AMERICAN ART
tempor incididunt ut Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod ullamco labolabore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation t in voluptate reprehenderi in ris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor cupidatat non proident, velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat dolor sit amet, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolore magna aliqua. Ut consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et aliquip ex ea commodo enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut dolore eu fugiat consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum qui officia deserunt nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa mollit anim id est laborum.
SIGNAGE
Building fascia signs may vary from size and constriction based on maximum visibility and architectural site considerations. Variations of the logo configuration are acceptable based on a case-by-case basis. I.e. The Whitney Corporate Headquarters lobby sign in New York, NY is a 3/8” 3030 Acrylic panel with polished edges with tape mounted Acrylic letters, screen printed graphics and aluminum fixed panel support mounting hardware. It measures 48” x 48” square, and is projected out 2” from a white background interior wall.
WHITNEY MUSEUM OF AMERICAN ART
PRODUCTS
PATCH
BASEBALL HAT
WHITNEY MUSEUM OF AMERICAN ART
DRAWING PENCILS
SHOPPING BAG WHITNEY MUSEUM OF AMERICAN ART
WHITNEY MUSEUM OF AMERICAN ART
SKETCH BOOK WHITNEY MUSEUM OF AMERICAN ART UM SE ART U M N EY ICA N R T E HI W F AM O
UM SE ART UM U SE ART M AN U Y M N E IC ITNMER EY MUSEUM TNEY RICA TN HI W H I E WHITNEY MUSEUMWOF A OF AMERICAN ART WHF AM OF AMERICAN ART O
WHITNEY MUSEUM OF AMERICAN ART
WHITNEY MUSEUM OF AMERICAN ART
WHITNEY MUSEUM OF AMERICAN ART
UM SE ART U M N EY ICA N R T E HI W F AM O
H W O
WHITNEY MUSEUM OF AMERICAN ART
UM SE RT
DESKTOP & MOBILE VIEW
WEBSITE
WHITNEY MUSEUM OF AMERICAN ART
ABOUT
EXHIBITS
CURRENT EXHIBITIONS LEARN
SUPPORT
SHOP
Whitney Biennial 2017 Fast Forward: Painting from the 1980s Sibyl Kempson: 12 Shouts to the Ten Forgotten Heavens
WHITNEY TIMES Mon -- 10:30 am–6 pm Tues -- Closed Wed -- 10:30 am–6 pm Thurs -- 10:30 am–6 pm Fri -- 10:30 am–10 pm Sat -- 10:30 am–10 pm Sun -- 10:30 am–6 pm
CONTACT US
buy tickets
SEARCH
become a member follow us
WHITNEY MUSEUM OF AMERICAN ART
ABOUT
EXHIBITS
LEARN
SUPPORT
SHOP
WHITNEY TIMES
CURRENT EXHIBITIONS
Mon -- 10:30 am–6 pm Tues -- Closed Wed -- 10:30 am–6 pm Thurs -- 10:30 am–6 pm Fri -- 10:30 am–10 pm Sat -- 10:30 am–10 pm Sun -- 10:30 am–6 pm
Whitney Biennial 2017 Fast Forward: Painting from the 1980s Sibyl Kempson: 12 Shouts to the Ten Forgotten Heavens
CONTACT US
buy tickets become a member follow us
SEARCH
WHITNEY MUSEUM OF AMERICAN ART