Headlines, Subheads and Body Copy

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

Each section below outlines acceptable alternatives for instances when brand fonts are not available. Note that brand fonts should be used for all official University communications, internally and externally. The only acceptable cases of using alternatives are for live-text emails, powerpoints and word documents.

Fonts are licensed products and cannot be shared. Official academic communicators and division liaisons as outlined on the OIC contact page are provided licenses by Institutional Communications. If additional licenses are needed for support designers, those must be purchased separately. Guidance for where to purchase the font packages is available below.

---

Headlines

Helvetica Neue Condensed

Helvetica Neue Condensed is UWF’s primary headline typeface and should be used for large display text. This classic sans-serif typeface, with its clean, modern lines and elegant curves, looks 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. Secondary weights of Helvetica Neue Condensed (#57) and Helvetica Neue Bold Condensed (#77) can also be used as needed to assist with legibility at smaller sizes.

Although other weights and styles are available in the Helvetica Neue Condensed family, only the styles listed (#37, #47, #57, #77) are acceptable for use within the UWF visual identity system. No other weights should be used, unless approved by Institutional Communications.

Primary Headline Styles:

Purchase a License
Helvetica Neue Condensed styles listed above can be purchased at linotype.com. There is no need to purchase the other styles.

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

 

Gotham Black

Gotham Black can also be used as a headline font, with Gotham Black Italic available for emphasis if needed. They should be secondary headline choices and used in all-caps whenever possible.

Secondary Headline Styles:

---

Sans-Serif Subheads and Body Copy

Gotham

Gotham is UWF’s primary sans-serif subhead and body copy typeface because of its strength, versatility and clean, inviting structure.

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.

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

Primary San-Serif Subheads/Body Copy Styles:

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.

---

Serif Subheads and Body Copy

Chronicle Deck

Chronicle Deck is a serif font and can be used as a subhead, but is predominantly used as body copy. Its legibility in small point sizes, ability to withstand the effects of different media and inviting characteristics make this a valuable typeface. Its primary use is as body copy in our bi-annual alumni periodical Connection Magazine or on more formal communications such as invitations or donor materials.

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.