Consistent typography adds visual strength and integrity to a brand.
The visual strength stems from using a limited family of fonts consistently across the brand, making the brand more recognizable.
Visual integrity is rooted in legibility – choosing typefaces that are easy for a range of audiences to read, in a variety of formats.
The fonts chosen for the U of I brand have an updated, clean look; they work well together; they translate well to bold type for big headlines; and they offer designers flexibility. They are also all open source (free), with the exception of SuperFly, which is just $16 for a desktop license.
- Fjalla One should be used only to typeset headlines.
- Superfly should primarily be used to emphasize the brand power I-words.
- When typesetting “The Power of I” for any marketing use (other than body copy), the “I” must have a serif, to visually reference the block I logo.