Typography

"Typography is the clothing that words wear."

It is important to consistently use our brand fonts, so that our brand is always "dressed" in a consistent style that portrays our institution as trusted, forward-thinking and compassionate. Our main brand font is a serif font, Goudy Oldstyle.

Logos and Headlines

Our logos – and many headlines – are set in Goudy Oldstyle. When the size of the font can be increased to the artist’s preference, allowing ample differential between headline and body copy, no stroke is needed. This is the preferred method for headlines. To make the font more legible at a distance — without getting it to be too heavy — designers using the software InDesign can add a thin line ("stroke") around the text. For example, on 30-point text, use a .25" stroke. It is recommended that the stroked type be “converted to outlines” so that it is crisp.

Headlines and Subheads

In addition to using Goudy Oldstyle, the Goudy Oldstyle Bold weight of our brand font is an option that can be used for headlines and subheads. Goudy Oldstyle Bold has more variation in the thick and thin parts of each letter than Goudy Oldstyle with a stroke. Goudy Oldstyle Bold should not be used for body copy. 

Body Copy Text 

This is the regular weight of our brand font and is the preferred weight for use for body copy.

Recommended sizes for marketing collateral and other materials:

• 10-point type with 12-point leading
• 12-point type with 14-point leading
• 14-point type with 16-point leading

Captions

The italic weight of our brand font is intended for captions and callouts, or for italicizing a publication name. 

Subheads

This sans serif font is mostly used for subheads in order to break up sections of body copy. This should not be used as the main headline font or for multiple paragraphs of body copy.