The UMass Amherst font family was selected for its versatility, readability, and alignment with the university’s personality. Each typeface within the system contributes to a cohesive look and feel, providing communicators with flexible tools to express everything from formal announcements to dynamic digital content.
Approved Fonts
Our approved fonts were chosen to reflect the university’s balance of tradition, clarity, and modern thinking.
Approved Fonts (Digital)
For digital communications, we use a dedicated font set optimized for accessibility, legibility, and cross-platform performance.
Rules / Usage Guidelines
The following do’s and don’ts outline key guidelines and best practices for using UMass Amherst’s fonts across any medium.
| DO | DON'T |
|---|---|
| Adjust size and spacing proportionally to maintain legibility and design integrity. | Stretch, squish, or distort fonts to make them fit. |
| Apply typographic emphasis sparingly to create a clear hierarchy and support readability. | Overuse decorative styles like bold, italic, all caps, or underlining. |
| Stick to the approved typefaces and use weight, size, and color to create contrast and clarity. | Mix too many fonts or styles in a single piece. |
Have a question or need brand guidance?
The Marcom team is here to help with brand compliance, creative questions, and more. Contact us for resources and answers to common topics.