Typography

The University is adopting two typefaces as the primary ones to be used in its communications.

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

In the past, numerous typefaces have been used in association with UW Oshkosh, its wordmark and its communication materials. 

As with other visual representations of the brand, consistency is important. Accordingly, the University is adopting two typefaces as the primary ones to be used 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.

 

 

by fochsm last modified Aug 31, 2012 10:41 AM