The font used in the new graphic identity system is, coincidentally, named “Whitman.” Designed by Kent Lew, the Whitman typeface received an award from the Type Directors Club in 2002. This typeface combines the qualities and characteristics of classic American book types with a contemporary, digital aesthetic.
The Whitman typeface is considered a design element and is to be used as such. Use of the Whitman typeface in the body text of documents and publications is not necessary nor recommended.
For letters, brochures, posters, and most other printed documents, the widely available Arial, Helvetica, Times New Roman and Garamond font families are all clearly legible and already installed on nearly all computers. For this reason their use is recommended in most applications. Sans-serif typefaces such as Arial tend to be more legible when displayed on a screen, while many people find serif faces such as Times New Roman more legible in print — especially in the case of long paragraphs or pages of text.
Decorative or striking typefaces can make effective headlines, but should be avoided in the main text of documents.
Using downloadable “freeware” fonts is ill-advised. Some such typeface downloads can combine in unpredictable ways, and may reflect unfavorably on your material.
Professionally produced materials, printed on high-quality stock, may benefit from more elegant typefaces. The Design Services and Online Content staff members are happy to work with you to achieve an attractive, effective end product.