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Typography

Communications from the university are most effective when the words are consistent in both content and appearance.

These font families were carefully chosen to reflect the university’s brand identity.




Primary Typefaces

Gotham is the university’s primary typeface. It’s a clean, modern sans-serif typeface that works well for display copy, body text, and everything between.

Graphic of the Gotham Typeface

Secondary Typeface

If a serif typeface is needed, Clarendon is preferred.

Longform Typeface

Georgia is an acceptable serif typeface for body copy in long-form print publications such as magazines or annual reports. It may be used when the primary fonts are unavailable but should not be used for display copy.

Graphic of the Georgia Typeface

 

Request Fonts   A limited number of licenses are available for distribution.




 

Specialty & Display Typefaces

A display font may be used when you need to create a mood or set the tone of a piece. Typically used for type set larger than 14 points, a display font should only be used for headlines or graphics. It should be used sparingly and tastefully and should never be used as body text. Script fonts should never be used in all caps. Below are three examples of display fonts; you may choose your own.

 




Font Stacks for Web and Digital

The following font stacks should be utilized when designing for digital media. They help control the look of your communications even if your user’s computer doesn’t have the primary font installed. These font stacks are included within the website and HTML email templates.

Sans-serif: Helvetica, Arial, Sans-serif
Serif: Georgia, Times, Times New Roman, Serif

Please contact the university’s web team for information on activating Gotham on your site.




Choosing the Correct Typeface

These charts will help you select which font family to use in which situation.

Typefaces in Print

Below are recommendations for choosing typefaces to use when designing for print, listed in order of preference.

Letters, Memos, Etc. Newsletters, Posters, Brochures, Etc.
Gotham
Georgia
Arial


Typefaces on Screen

Below are recommendations for choosing typefaces when designing for digital media—listed in order of preference.

Web & HTML E-mail PowerPoint Video
Gotham
Helvetica
Arial
Georgia