Typography
The selection of typefaces and the arrangement of them can be as important as the use of color, images or abstract graphics in creating a brand. Like furniture and clothing design, type design is a craft that blends art and science, and typefaces can be aesthetically pleasing and functional at the same time.
The university typefaces are a guideline. These are not the only typefaces that can be used, however, these should be given preference in most cases. Using these typefaces in all official communications whenever possible will give the university a unified look.
Southern
Southern is a serif typeface, designed in-house by Josh Mayfield, for the exclusive use of SWU staff, faculty, and students. [Ed: Southern is currently available as a beta only, with limited availability as of 2022.] Southern is comprised of three widths and seven weights. It is the primary serif typeface for SWU.
Primary uses:
- Official SWU logos
- News articles
- Printed letters
- Academic papers
- Formal events
Secondary uses:
- Headings
- Heavier weights
- Condensed widths
- Pull quotes
Gotham
Gotham is a sans-serif type family designed by Tobias Frere-Jones and Jonathan Hoefler, and licensed from Hoefler & Co. It is the primary sans-serif typeface used for marketing materials, but is not available on most university computers.
Primary uses:
- Lengthy amounts of text
- Marketing Pieces
- Official SWU logos
Secondary uses:
- Headings
- Heavier weights
- Captions and small text
Tungsten
Tungsten is a condensed sans typeface designed by Tobias Frere-Jones and Jonathan Hoefler, and licensed from Hoefler & Co. It is the primary condensed sans typeface used for marketing materials, but is not available on most university computers.
Primary uses:
- Titles and headings
- Impactful, limited text
- Eye catching statistics
Alternative Typefaces
Times New Roman
Alternate for: Southern
Preinstalled on computers
Helvetica or Arial
Alternates for: Gotham
Preinstalled on computers
Barlow
Alternate for: Tungsten
Free download at fonts.google.com
