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.
Baskerville Regular Avenir 35 Light Baskerville Italic Avenir 35 Light Oblique Baskerville Semibold Avenir 45 Book Baskerville Semibold Italic Avenir 45 Oblique Baskerville Bold Avenir 55 Roman Baskerville Bold Italic Avenir 55 Roman Oblique Avenir 65 Medium Avenir 65 Medium Oblique Avenir 85 Heavy Avenir 85 Heavy Oblique Avenir 95 Black Avenir 95 Black Oblique
