In a limited number of situations, a custom logo treatment created by the Design Services staff may be necessary to meet institutional communication needs. In such cases, the name of the program or department (designed in the “Whitman” font) will appear in conjunction with the Whitman College wordmark, with the wordmark as the dominant element. Limited use of custom logos can benefit the college’s communications goals and departmental/program objectives, but such use is the exception, not the rule. Proliferation of custom logos dilutes the overall cohesion and strength of Whitman’s visual identity and counters the visual identity institutional imperative.