Responsive Marks – Great Concept – Challenges Trade-Mark Thinking
The Whitney Museum of American Art in New York recently unveiled a simple, clever logo using a responsive “W”. A Wired article says “… the spindly zigzag design has been both praised for its modernity and criticized for its simplicity.”
Responsive design websites automatically adapt their configuration to the screen size you see it on. In the responsive W logo, the Museum changes the shape of the W to fit their use. To appreciate the cleverness and utility of this, look at the above video, the slideshow on the Wired article, and the designer’s explanation of the design.
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