Typography

Consistent use of typography is a simple way to unify the institution’s visual identity. UWF’s primary typefaces were chosen to communicate clearly and provide flexibility in a wide range of situations.


Helvetica Neue and Gotham are the institution’s primary sans-serif typefaces and Chronicle Deck is the primary serif typeface. Used together, they create a balanced look and feel for all messaging.

Fonts are licensed products and cannot be shared. Guidance for where to purchase the font packages is available below.


Headlines — Helvetica Neue

Helvetica Neue is UWF’s primary headline typeface and should be used for large display text. A classic sans-serif typeface, its clean, modern lines and elegant curves look best at larger sizes in our visual identity system.

The default weight to be used is Helvetica Neue Thin Condensed (#37), title-case. When headlines become longer, and thus smaller in scale, move up to the next font weight, Helvetica Neue Light Condensed (#47) to maintain the same visual hierarchy.

Although other weights and styles are available in the Helvetica Neue family, only the styles listed (#37 and #47) are acceptable for use within the UWF visual identity system. No other weights should be used, unless approved by University Marketing and Communications.

BrandPortalImages_HelveticaNeue

Purchase a License
Helvetica Neue styles listed (#37 and #47) can be purchased at linotype.com. There is no need to purchase the other styles.

Typeface Substitute
In the absence of Helvetica Neue, Gotham or Arial should be used as the substitute.


Subheads and Body Copy (Sans-Serif) — Gotham

Gotham is UWF’s primary sans-serif subhead and body copy typeface because of its strength, versatility and clean, inviting structure. While it can function seamlessly at any size, it should primarily be used for body copy.

The default styles to be used are Gotham Book and Gotham Bold. The intro or lead-in copy is Gotham Bold, either title-case or all-caps in UWF Blue, while the remaining body copy is Gotham Book. The main body copy is always 60% black (gray) on white.

Other supporting styles of Gotham may also be used, however, they should be reserved for emphasis or smaller applications.

Default Styles:

BrandPortalImages_gotham-1

Supporting styles as needed for emphasis or for smaller applications:

BrandPortalImages_gotham-2

Purchase a License
Gotham can be purchased at typography.com.

Typeface Substitute
In cases where Gotham is not available, Arial should be used as the substitute.


Subheads and Body Copy (Serif) — Chronicle Deck

Chronicle Deck is used as UWF’s primary serif subhead and body copy typeface, used predominantly as body copy. Its legibility in small point sizes, ability to withstand the effects of different media, and inviting characteristics lend to valued use.

BrandPortalImages Chronicle

Purchase a License
Chronicle Deck can also be purchased at typography.com.

Typeface Substitute
In cases where Chronicle Deck is not available, Georgia is recommended as the substitute.


Decorative and Script Fonts

To ensure our brand maintains a consistent visual tone, decorative and script fonts should be used with discretion and never for large amounts of text. Script fonts should be restricted to special materials, including invitations and announcements, or special events or occasions. You are not required to use any specific decorative or script font, although it is recommended that you use fonts that are legible and of high-quality. When using script fonts, be sure to use them sparingly throughout your piece for emphasis. Below is an example of a mix of brand fonts and a script font.

Examples of use of the UWF institutional script font of choice

Working with the Type

Type should be implemented as shown below. Suggested font substitutions should be used in cases where these fonts are not available.

BrandPortalImages_TypefaceBreakdown

Best Practices for Typography Usage:

The following best practices must be adhered to whenever possible. Please reach out to brand@uwf.edu with any questions.

  • Type should never be altered by adding outlines, drop shadows or effects. When a heavier weight is desired for various communications, it is important to switch to a heavier version of the font rather than selecting the bold option from the toolbar. This sometimes alters the font and is not recommended.
  • Text in body copy should not be underlined unless it is a link style. When it is a link style, the link color should be consistent and sufficiently differentiated from text copy color.
  • As a general rule, for smaller type, the leading should be larger; for larger type, the leading should be tighter.
  • When developing digital documents, do not rely upon licensed fonts being installed on your audience's computers. Instead, be sure to save files as PDFs to ensure your audience will be able to view the files accurately. Licensed fonts are not viewable for those without licenses to the fonts and presentations created on one computer using licensed fonts may not look the same when opened on a different computer that has different fonts installed.