Logo system
Primary logo
The Woods Hole Oceanographic Institution (WHOI) logo is the most prominent representation of our organization, our people, our beliefs, and our brand to the world. An abstract, symbolic, mark such as ours uses visual form to convey a big idea—in our case, it symbolizes what WHOI stands for and embodies our values and positioning. This mark, by its nature, provides strategic ambiguity and works effectively across our large, complex institution with numerous departments and initiatives.
Our logo is the most important signature of our organization and must be treated with care and respect. It should only be used in the proper, approved formats within this site.
The logo is comprised of the “icon” and “wordmark.” The icon is a simple form that is bold, differentiated, and memorable. The wordmark is clean and easy to read and allows for a flexible, responsive system. Together the elements of our logo create the foundation for an identity that works seamlessly across various media and applications. To download the logos, click here.
Logo symbolism
The icon design is symbolic of our organization. It conveys a modern institution, with a nod to our history, and celebrates our impact on the world. The icon consists of three different sections, each representing a part of our tagline: Our Ocean. Our Planet. Our Future.
The icon is formed with thick linear rules, which are inspired by the ocean and rolling waves. As each section comes together, the negative space creates a triangular-like area that evokes the shape of a sail from our original research vessel, the Atlantis.
