Logos as a stand-alone logo can be powerful and recognizable, but they get boring quickly. Strong logos that have received a niche within the house style system, on the other hand, remain exciting. A good example is the Experimental Jetset logo for Whitney Museum of American Art. The flexible thin W continuously adapts to its environment. She complements the house style, she is even inextricably linked to it, and she continues to be surprised by the subtly different forms she takes in various media and expressions.
Jeremy JansenStudio Jeremy Jansen
The School is an initiative of the founders of Club 11 and Trouw, in which a former school building has been transformed into a club/restaurant/gallery. The logo is inspired by the grid-like character of the building: it mirrors its physical living environment and the house style. It sums it up, as it were, in a powerful statement. As flexible and light as Whitney's logo is, so unshakable is the De School logo. It is strong because of its simplicity and it comes into its own best as part of the hard lines of the accompanying grid, on posters, banners, and within the building and signage.