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Typography

Official UMass Typefaces for Print

Typography is an extremely powerful tool. Correctly used, the right font commands attention, elicits emotions, and creates a voice. This is why typography is so essential to our brand identity.
 
The three primary UMass Amherst typefaces for print are  Minion Pro (serif), Frutiger (sans serif) and Bickham Script Pro (script). They are suitable for a wide range of reproduction methods and communication materials and may be purchased online from Adobe. (For web, see Official UMass Web Fonts below.)

University Relations has purchased licenses for a limited number of sets of the official university fonts. They are being distributed free of charge to employees who regularly create marketing and communications materials. Contact urcommunications@umass.edu or (413) 545-0123 to request one of these licenses.

Unfortunately, our funding and licensing do not permit us to distribute these fonts to students.


Serif

Serif fonts include small, decorative embellishments to the basic form of a character. The serif font for UMass Amherst is Minion Pro. It has both an elegant and functional design. It is classical without feeling stuffy or staid. 

It can be used for headlines, body copy, and formal applications. 

Sample of Minion Pro typefaces


Sans Serif

Sans serif fonts lack serifs, so that the letterform stands unadorned. The sans serif font for UMass Amherst is Frutiger 45. Its organic, clean lines make it easily legible and modern without feeling cold.

It can be used for subheads, bold copy, and digital copy. 
 
Sample of Frutiger typefaces


Script

Script fonts convey elegance and formality. The script font for UMass is Bickham Script Pro. It is ornate, yet readable and should be used sparingly.

It is appropriate to use when Minion Pro Italic does not feel formal enough and is a good choice for formal and special events, announcements, and invitations. 

Sample of Bickham Script Pro typefaces


Official UMass Web Fonts 

Using the official UMass web fonts will ensure that your final product follows UMass Amherst brand identity standards.

Open Sans and Lora are the official university fonts because of their clean lines and readability.  They have versatile weights and styles available and they complement the UMass print typefaces.

Open Sans and Lora fonts are licensed through Google and free to use.


Open Sans (sans serif)

Open Sans is a clean and modern sans serif typeface especially designed for legibility across print, web, and mobile interfaces.

It should be used for body text, headings and main navigation.

Sample of Open Sans typefaces


Lora (serif)

Lora is a well-balanced contemporary serif typeface. Technically Lora is optimized for screen appearance, and works equally well in print.

It should primarily be used for school, college and core unit site name headers.
It can also be used for captions and pull quotes.

Lora should NOT be used for body text or main navigation.

Sample of Lora typefaces


CSS Font Families

Suggested CSS font declarations for web are:

Sans-serif typeface in body copy: Font-family: 'Open Sans', Helvetica, Arial, sans-serif;
Serif typeface (for acceptable uses): Font-family: 'Lora', "Times New Roman", serif; 


Font Size

Website typography should be globally defined in the <body> as font size:100%. This is the default behavior for web browsers and does not need to be adjusted unless defined as something other than 100% in the site's CSS. When styling individual elements use "em" for sizing, instead of "px" to promote content accessibility.

Suggested minimum font sizes:

<h1>         2em

<h2>         1.6em

<h3>         1.3em

<h4>         1.1em

<p>     1em

Above all, make the site READABLE. The absolute minimum "em" size is .8em at 100%. For larger displays it may be necessary to increase the size of fonts to compensate for longer line lengths and to increase contrast between elements.