Typography

Typography plays an important role in defining a brand. Typefaces can be playful or formal, traditional or contemporary, rigid or fluid.

As with other visual representations of the brand, consistency is important—typography is no different. Accordingly, the University primarily uses two typefaces in its communications: Baskerville and Avenir.

The fonts are complementary.

Baskerville is a traditional serif font, designed in the 1700s. It connotes strength, heritage and history. It is a very readable font, well-suited to any purpose.

Avenir is a contemporary sans serif font. It brings to mind modernity, innovation and progress.

If Baskerville and Avenir are not available to you, acceptable substitutes are Times New Roman and Helvetica Neue or Arial.