Visual Identity System

Web

Typography plays an important role in 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.

Two type families form the foundation of our graphic identity: 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.

While Berkeley and Univers work well in print communications, due to technical limitations on the web, we suggest limiting their use to large size copy such as titles or headlines and in the form of an image graphic. Web-friendly type fonts that share some of the same characteristics of Berkeley and Univers have been carefully chosen for web use.

The serif font set includes Times New Roman, Georgia, and Serif. These fonts can be found in most computers and do not require purchase or installation.

The sans serif font set includes Arial, Helvetica, and Sans Serif. These fonts can be found in most computers and do not require purchase or installation.

The university has purchased site licenses for the most commonly used fonts within the Berkeley and Univers families. They may be purchased for $30 per family at the University Book Store (294-5684). Additional typefaces from each family may be purchased on the (www.adobe.com) Adobe Type Library website. Any university computer that uses Berkeley and Univers must be licensed to do so. Graphic designers not affiliated with the university may purchase the fonts from any Adobe type vendor.

Tips

  1. Use only the sans serif type set for body copy to ensure legibility
  2. When specifying font sizes, avoid using pixels (px) or point sizes (pt). The specifications "lock in" the font sizes on many browsers, preventing users from enlarging the type size and reducing the accessibility of the site.
  3. If you need to reverse copy out of a color, choose one of the darker colors in our palette.
  4. Use only web colors. Please visit the Color section of this site for approved web colors.
  5. Avoid using light-colored type on white or light-colored backgrounds. This combination is often difficult to read on the web.