In 2013 Experimental Jetset created the acclaimed identity for this institute. Our appreciation extends beyond the logo itself and our choice at the same time illustrates how we look at identities. After all, a house style cannot be reduced to a single logo, but consists of an 'attitude' that manifests itself in many areas. Whitney's identity is made up of a set of formal rules. A game of a line within a solid and dynamic system. A system that actually works. Even if it is being developed by third parties. Almost invisible, Whitney's identity adjusts effortlessly without getting bored. Almost infinite applicability in so many formats and contexts and also wonderfully minimalist in shape!