Brand Fonts

Typography is another device that can reinforce a consistent visual identity. Two font families were carefully selected for communications materials: ITC New Baskerville and Frutiger. ITC New Baskerville is a traditional serif typeface. Frutiger is a sans serif typeface with a clean, modern look. These typefaces complement each other and work well with our Primary Mark and logos. Two stylized typefaces in our brand font family are Aachen, which has a bold, collegiate feel, and Sloop, a script for more formal communication. These stylized typefaces should be used sparingly as design accents.