4. Typography

Typography is an integral part of CUSSW’s visual identity. Consistent use of designated typeface families works to enhance and reinforce the visual image. For professional design and printing, the Bembo and Futura font should be used. Information about these typefaces as well as recommended alternative typefaces for regular printing are described below.

Serif Typefaces

The Bembo family has been selected as the School’s primary typeface. Bembo has a subtle grace and carries no affectations of antiquity even though it is based on 15th-century Venetian letterforms. The serifs make Bembo exceptionally legible and highly readable. Its classic features and harmonious weights integrate well with the School’s contrasting sans serif face, Futura.

Bembo can be used for body copy, text, or headlines.

Sans Serif Typeface

The sans serif type family that should be used to complement Bembo is Futura. Sans serif typefaces were designed to strike an optically monotone weight. Due to their geometric shapes and clean lines, these faces tend to slow the reader down when they are used in large copy blocks, but they can create a clean contemporary look with limited use. They add a pleasing contrast to the classic serif typefaces that are used in large blocks of print copy or text.

Futura can be used for headlines or emphasis when needed, such as sidebars, subheadings, or short blocks of body copy.

Availability & Substitutes

Bembo and Futura are commonly available for purchase from typeface resellers such as http://www.myfonts.com

When Bembo and Futura are not available, Garamond may serve as a serif alternative for Bembo, and Century Gothic may replace the sans-serif Futura.

When displaying fonts for the Web or screen devices, it may be necessary to provide further alternatives in a font stack. Font stacks in the preferred order may look like this:

or

font-family: Futura, 'Century Gothic', Tahoma, Arial, sans-serif;