May 2013
For each poster curated by the Whitney Museum, we see the letterform 'W' constantly morphing and adapting itself to wrap around the rest of the poster's contents. This gave me inspiration as regardless of the content of the poster the W is always larger than all other typography and follows a grid pattern put in place in the negative space of the poster's contents.
The designers Experimental Jetset created this 'Responsive W' image to emphasise the ever changing nature of the museum itself, creating a new graphic identity. This will be ever changing and respond differently for every single poster giving each event even a slight separate identity.
Similarly to this; I'd like to create a logo for my brief that incorporates some form of grid system and is able to adapt itself however by not changing it every time to fit each background. Therefore by using a grid system I can ensure that with each background found on my website pages, the logo will remain visible and look aesthetically fitting. I therefore don't want to overcomplicate the logo, much like the Experimental Jetset's have achieved synchronicity with a very simplistic design, just using four drawn lines. Looking also at the Golden Ratio, I began to think that my logo should be in keeping with some kind of geometric pattern matching also with the font, a modern typeface thats sans serif and geometric.
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