Visual Identity System

Print

Typography is an important part of Iowa State's visual identity. Because our graphic communications reach many overlapping audiences, it is important that the university's image is reflected clearly and consistently in all situations.

Print communications fall into many categories, from printed brochures, posters, and banners to signage, apparel, and billboards. Two type families have been carefully selected for use on university print communications: ITC Berkeley Old Style and Univers. These two type families, highly versatile and highly legible, are compatible with each other as well as with our nameplate. ITC Berkeley is a traditional serif typeface. Univers is a sans serif typeface with a clean, modern look. Together, they reflect these two traits that embody Iowa State University. The wide range of weights available in both families provide several options for creating an effective typographic message.

The university has purchased site licenses for the most commonly used fonts within these type families. They may be purchased for $30 per family at the University Book Store (294-5684).

Additional typefaces from each family may be purchased through the University Book Store. Any university computer that uses Berkeley and Univers must be licensed to do so. Commercial printers and graphic designers not affiliated with the university may purchase the fonts from any Adobe type vendor.

Tips

A classical style is to use one font for the headlines and the other font for body copy, but any pleasing combination of these families may be used.

  1. Use only fonts included in the Berkeley and Univers type families.
  2. If you need to reverse copy out of a color, choose one of the darker colors in the palette, and use Univers at a point size large enough to keep the letterforms from filling in. Berkeley should be used with caution in reverse out situations.
  3. A comfortable standard for body copy is Berkeley set at 10 point on 14 point leading or Univers set at 9.5 point on 14 point leading.
  4. Because of the unique requirements of the athletic department, an additional type font has been designated for use by that department on athletic communications. Futura Display may be used along with Berkeley and Univers.

If further explanation is required, please refer to our contacts list for the office that can provide you with the appropriate information.