Responsive Logos

Just as with website and content, logos are now becoming responsive. The old thinking that a logo can not be altered is going out the window. A great example is the new logo for The Whitney Museum, designed by Amsterdam-based design team Experimental Jetset. The “W” logo is able to shift and change shape to fit into any space needed in various collateral. The collaboration between Experimental Jetset and The Whitney really pushed the limits of logo design and in the end, created something really special.

"SDS is our go-to graphic studio for a range of projects including print, web and photographic. As a designer myself, I appreciate their eye for what makes an appealing layout, rarely have we had to give them anything more than passing direction. That’s the true hallmark of a professional."

Adam Aronson


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