Project 1: Museum Rebrand

Kaylee Swain
5 min readJan 26, 2022

What was your initial reaction to the Whitney identity system after reading the first article?

I feel like the design is clever, but only when there is motion happening. I understand that the designers wanted something that can move and fit with everything, but I feel like that does not brand something. Without the sound of the movement of the W, it’s something I would be uninterested in. Any person can get a line tool and make 4 lines and say, this is the logo. Otherwise without reading the articles/seeing the motion, I would just think it was lazy.

In your own words, describe what responsive design is. What are the pros and cons of applying responsive design to an identity system?

Responsive design is something that fits in any format and is still clean and easy to use.

Pros: It makes it easier for the user to navigate/see. (If done right.)

Cons: If done in a way where the set up is for a big format perfectly, but would be too much for a small format. Causing confusion and can be overwhelming. Something else similar would be how much information is being processed. Causing a design to be fine on something that can handle more data. But for something that is smaller to load slowly and respond poorly.

The new Whitney identity has been criticized as boring and duplicitous due its simplistic, open-ended design. Do you agree or disagree — why? Are boring and simple one in the same?

I would say both but leaning more towards agreeing. I would say it is very boring without any obvious movement. If I were to see the design stand alone, (and without prior knowledge,) I would be slightly confused. I feel like because of all the “static movement?” the logo just seems uncertain. The logo itself just seems like it would not be for an art museum. I think more musical/car repair shop vibes. Like metal because it is so straight edge. A different kind f movement than what I feel when thinking of physical art.

Boring and simple are not, but the same. Something simple can be exciting and clever and nice. Boring can be simple but not exciting. Boring is something that does not really have a reaction, and when it does it’s flat. No emotion is felt when the viewer looks at the design. Simple however, has a more positive context. Simple has a range of emotions. simple can be boring, but simple can be nice. Like I would want simple furniture that compliments a house. Simple boring furniture is just to use, mundane. However a simple boring graphic design has no use. If no one cares, then that defeats the purpose of what a design is.


International UFO Museum & Research Center

114 N Main St.
Roswell, NM 88203
Phone: (575) 625–9495
Founded: 1991

History/Mission Statement:


Their mission is to collect and preserve any form of data collected on extraterrestrial life. “The International UFO Museum’s constituents are committed to gathering and disbursing to all interested parties in the most qualified and up-to-date information available.”

The history-

“An unidentified flying object crashed on a ranch northwest of Roswell, New Mexico, sometime during the first week of July 1947.” This incident sparked many peoples interest. Many decided to reach out and explain their own experiences. Leading the museum to collect any data on these incidents including other unexplained phenomena.


Many people seem to adore this place. There were few bad ratings. From how the employees/owner(s) response to questions is absolutely delightful. Some articles I read either strictly stick with their experience with the museum or the history that the museum displays. People say it is worth going to the museum, even if certain events have an explanation.


Their website
The outside
One of the displays
Up close an personal
A little too personal
Their little mascot!

Existing Design:

I can’t copy anything directly from the site, I think it’s alien proof.


I’ll look more into the various types of aliens and their characteristics. That and different space ship types. Assuming there are different types and not just the one saucer. Maybe look at stars and constellations, get some ideas from that. Or maybe just read some basic alien theories and get some ideas.


Logo Exploration:

41 Ideas

3 Refined Logos:

Finalizing 1 logo: