Typography
When used thoughtfully, typography becomes a powerful brand tool that can add visual meaning to our words. Our typography communicates clearly and cleanly, with enough flexibility for various situations.
Our communications use four very different typefaces that work together to bring our story to life. Each has strengths, so use the following section to guide your typographic choices.
Visit the Fonts page to download our brand fonts.
Font Families
Typography is a vehicle for our brand voice, contributing to how our messages are read and communicated. Gentona is the primary workhorse for our communications. A wide display typeface called Obviously performs well as an accent to pair with Gentona or on its own in headlines.
Used together, these two typefaces create a clear hierarchy and keep our content legible and engaging. As explained below, we use Billion Dreams and Newsreader in smaller and more specialized capacities.
Note: Additional weights exist for each of these typefaces. The sections below show the approved weights within the University of Florida brand.
Gentona
Gentona is a clean, friendly typeface that can be used for virtually any typographic application. Gentona pairs well with our more expressive accent typefaces.
Obviously
Obviously is a display font appropriate for brief callouts, factoids, and numbers. It is also suitable for adding emphasis.
Note: Our approved brand typeface doesn’t include this font family’s full range of widths. Although other widths are available in the Obviously font family, our brand does not and should not use any font widths other than those listed here: Obviously Wide and Obviously Extended.
Billion Dreams
Billion Dreams is used to add a more expressive, personal touch to our brand language. It is best used for keywords in a headline. Do not use it for long text runs.
Note: Do not rely on default kerning with this font. Billion Dreams requires custom kerning to ensure that all its letters connect seamlessly.
Newsreader
Newsreader is our only serif typeface. We use it for pieces that require a more classic, academic feeling. It works well for longs runs of text, callouts, and other supporting copy.
Download Brand Fonts
Visit the Fonts page to download our brand fonts.
Alternate System Fonts
Our brand typefaces may not always be available for everyone to use in Word documents, PowerPoint presentations, and other digital applications.
In these situations, use the alternate fonts listed here, freely available on all computers.
Note: Due to the unique properties of Obviously and Billion Dreams, there are no PC substitutes for those typefaces. Restrict your usage to Franklin Gothic and Georgia as needed.
Note: If you need to represent programming code in documentation, we recommend PT Mono, which is free to download on Google Fonts.
Leading Tips
Using type thoughtfully is crucial to making our designs look professional. Follow these tips to make sure our typography is consistent.
Line spacing, called leading, is critical to setting a professional-looking type that’s easy to read. Leading should be set tight, but not too tight. With our typefaces, text generally looks best with the leading set slightly looser than the default.
Tip: Start with leading that’s two points higher than the point size of the text. This won’t always be right, but leading can be easily adjusted from there. Smaller blocks of text may need settings that are slightly more open.
Tracking Tips
Correct letterspacing, called tracking, also makes the type easier to read. Outside of headlines, text should be tracked slightly looser than the default setting, and optical kerning should be used when it’s available (except with text set in Billion Dreams ).
When working with type, always take the time to make these adjustments. These details make us look professional and significantly improve the readability of our type.
Tip: Trust your eye. The tracking that works for one typeface may not work for another. The size and weight of the text can also influence how much tracking is necessary. Smaller sizes and heavier weights may need a higher setting.
Typesetting Examples
These examples show type combinations that show the range of expression our typography can achieve.
Tip: Specifications for the headline and subhead examples on these pages may change depending on the format of the piece. The measurements shown are encouraged, but they could be scaled up accordingly.
