I’ve been writing this blog for a few years now, and a clever design can still make me gasp. I feel that way about the ultra simple and ultra adaptable branding for The Whitney Museum. Watch the video above to see what I’m talking about. You can see more of the branding (I love the puzzles) on Wired.com. The zigzag is the result of a nearly two-year collaboration between the Whitney and (wonderfully named) Amsterdam-based design team Experimental Jetset.

(via wired.com) – This Simple Logo Is More Clever Than You Might Think