Use Of Typography
Font selection is a key component in the creation of successful communications. Typography should work in concert with the overall design, photography, and writing to help describe and define the university brand.
Since our intention is to always convey the University of Michigan-Flint’s brand promise, “the premier urban center for learning, research, and civic engagement,” choosing the right style of type is a key consideration.
- There are many fonts available, but generally we recommend that you:
- use clean and classic typefaces, with a preference for sans-serif fonts
- use a maximum of three different fonts on any given layout
- use italicized styles sparingly
- avoid condensing, excessive tracking, or horizontal scaling
- avoid use of fonts that are overly stylized, mimic handwriting, or in any way sacrifice readability
Recommended Fonts & Their Uses
- This is the official font of the University of Michigan-Flint, which is incorporated into official logos. Anytime it is used, the designer is assured of capturing UM-Flint’s brand. Less suited for body copy, but ideal for headlines and subheads – esp. for communications seeking to reflect UM-Flint’s academic excellence, prestige, expertise, tradition, etc.
- This highly-readable font is nicely suited for handling body copy. Not entirely devoid of personality, this font works especially well with body copy in communications aimed towards younger audiences. Not recommended for headlines.
- This classic font is still regarded as the benchmark for clarity and readability. It is said that Helvetica’s real genius is that the font itself almost disappears, allowing the idea, feeling, and meaning of words themselves to shine. Perfectly suited for both headlines and body copy.
- Also extremely readable, this font has gained popularity recently has become one of the most recognizable slab-serif fonts. It's popularity is largely due to the balances it strikes between legibility and personality, institutionally and humanity, trendiness and timelessness. Ideally suited for headlines, particularly on the web.