As New York’s Whitney Museum started planning a move from its home of five decades on Madison Avenue to a new building near the High Line in downtown Manhattan set to open in 2015., the museum staff thought it would be perfect timing to celebrate the move with a new identity.

The museum replaced its 13-year-old logo designed by Abbot Miller of Pentagram with an edgy and utterly minimal ‘W’ logo designed by Dutch agency Experimental Jetset, who were tasked with creating the museum’s whole new identity system. As PSFK reports, the museum’s new logo is built around a ”responsive W”: “A slim rendering of the letter that can change its shape, responding to the text or images that surround it in Whitney marketing materials. The designers imbue the three lines with a lot of symbolism – more than the average tourist might see.”

While the agency explains that they came up with the idea of the zig-zag line, with the zig-zag being a metaphor for a non-simplistic, more complicated (and thus more interesting) history of art: “We think the line also represents a pulse, a beat – the heartbeat of New York, of the USA. It shows the Whitney as an institute that is breathing (in and out), an institute that is open and closed at the same time.”

Check out the new identity below, and a introduction video after the jump, or for a more thorough explanation and story behind the new design, click here.

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