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Baylor University
Brand Guide
  • Brand Overview
    • Unifying Our Brand
    • Building Our Brand
    • Promoting Our Brand
    • Protecting Our Brand
  • Brand Standards
    • University Brand Mark
    • Official Brand Signatures
    • Official Brand Colors
    • Official Institutional Marks
  • Brand Guidelines
    • Background Contrast
    • Size and Space Requirements
    • Design Colors
    • Fonts & Typography
    • Stationery
    • Helpful Do's & Don'ts
  • Digital Brand
    • Accessibility
    • Digital Identity
    • Digital Marketing Guides
    • Email Signature
    • Social Media
  • Brand Toolbox
  • Resources / Contacts
Baylor BU Brand Guide Brand Guidelines Fonts & Typography
  • Background Contrast
  • Size and Space Requirements
  • Design Colors
  • Fonts & Typography
  • Stationery
  • Helpful Do's & Don'ts

Fonts & Typography

Consistent use of typography is an important way we build our brand. When utilized thoughtfully, the right fonts can add visual meaning to what is communicated. Baylor’s Official Type families communicate clearly and cleanly and are flexible across a wide range of applications.

Designer Fonts

Ideal for art directors and designers, Bio Sans, ITC Giovanni and Calluna along with Museo, Museo Sans and Museo Slab provide a powerful set of tools for communication. Selected based on legibility and functionality, each includes a range of weights.

You may activate Bio Sans, ITC Giovanni and Calluna from Adobe Fonts if you are using Baylor’s Enterprise Account for the Creative Cloud. Go to Baylor’s Information Technology Services Adobe Cloud ‒ Faculty/Staff Page for more information. Designer Fonts may also be purchased through a reputable U.S. font company.

Note: Do not download free fonts from unverified sources.

Bio Sans
ITC Giovanni
Calluna
Museo
Museo Sans
Museo Slab

Universal

For the vast majority of University communications, the following Universal Fonts are recommended for official use. User-friendly and easily accessible, they are available as part of the Microsoft Office Software Suite on most Baylor computers.

Georgia
Helvetica

Working with Type

The way fonts are set and displayed reflects the University Brand. Here are some helpful tips:

  • Be sure to set the page margins to allow plenty of space around the edge of the page.
  • Limit the use of Bold and Italic fonts to very specific words or phrases ‒ if everything is bold, then nothing is bold
  • Contrasting typefaces for headlines and body copy provides a fresh, clean look to your design. For example, consider Bio Sans SemiBold for the headlines, ITC Giovanni Book for the body copy and Bio Sans ExtraBold in all caps for the subheads. The opposite works well, too.

Remember: The University Brand Mark (created from Goudy Oldstyle) has been customized. It is not a typeface. It’s a registered Brand Mark. Do not try to recreate it. Always use the official University Brand Mark as provided in the Brand Toolbox.

Brand Overview
Brand Standards
Brand Guidelines
Digital Brand
Brand Toolbox
Resources / Contacts
Baylor BU Brand Guide Brand Guidelines Fonts & Typography
  • Brand Overview
    Back
    • Unifying Our Brand
    • Building Our Brand
    • Promoting Our Brand
    • Protecting Our Brand
  • Brand Standards
    Back
    • University Brand Mark
    • Official Brand Signatures
    • Official Brand Colors
    • Official Institutional Marks
  • Brand Guidelines
    Back
    • Background Contrast
    • Size and Space Requirements
    • Design Colors
    • Fonts & Typography
    • Stationery
    • Helpful Do's & Don'ts
  • Digital Brand
    Back
    • Accessibility
    • Digital Identity
    • Digital Marketing Guides
    • Email Signature
    • Social Media
  • Brand Toolbox
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