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Graphic Standards Manual
Table of Contents 1 Graphic Design Standards 2 History of the Mark 3 Quality and Coordination 4 OfficialUSGeCampusColors 5 TheUSGeCampusLogo 6 LogoVariations 7 USGeCampusSub-BrandsandLogos: eCore and eMajor 8 CombinedLogoUsage 9 Special Printing Techniques 10 PrintandDigitalBackgrounds 11 SpecialCase:Overprinting 11 SpecialCase:Reversing 12 ReproductionArtandFiles 13 Clear Zone 14 IncorrectLogoUse 18 RecommendedTypefaces
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Graphic Design Standards
Thefocusofagraphicidentityisusuallyasymbolorlogo.However,anidentitysystemismuchmorethantheutilizationofasymbol.Acomprehensivegraphicsystemisastructureforcommunicatingandpresentinginformationlogically,clearly,andwithdistinction.
Thestandardsandguidelinespresentedinthismanualshouldreceivefirminstitutionalsupport.EmbracingandfollowingthesestandardswillbeadvantageoustotheentireUSGeCampusorganization,enablingustoachieveclarityandeffectivenessinallprintandelectroniccommunications.
Itisimpossibletocoverallofthepossibleusesandapplicationsofthisidentity;therefore,thismanualisintendedtobeanintroductionandaguidetothebasiccomponentsoftheidentitysystem.ImplementationofthesestandardswilldevelopgreaterawarenessofUSGeCampusasawhole,whileenablingtheschools,entities,andsub-brandstoconveydistinctidentities.
Ourcomprehensivecommitmenttoexcellenceindesignwillexemplifyourcommitmenttoqualityinallotherrespects.Whenthegraphicsystemisfullyimplemented,theidentitywillconsistentlydistinguishallUSGeCampuspublicationsandadvertising—allprint,digital,andaudiovisualmaterials.ThisgraphicsystemwillthusprovidevisualunitytotheexpansiveandcontinuallyevolvingUSGeCampusbrand.
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History of the Mark
TheUSGeCampusvisualsymbolrepresentstheevolutionofdistancelearninginitiativesintheUniversitySystem,culminatinginthecombinationoftwoestablishedsystem-levelprograms:eCoreandeMajor.TheUSGeCampuslogocarriesoverthecleantypographyandvisualwavethataresynonymouswiththevisualidentitiesofeCoreandeMajor.Thecleanlogotypesandtheirrhythmic,evenlinesportraystrength,stability,andclearcommunication.TheUSGeCampuslogoistealandred,whichdistinguishesitfromitssub-brandsofeCoreandeMajor.Thefresh,moderncolorsrepresentacultureofopportunityandinnovationastheorganizationseekstofulfillsitsmission.
WhentheeCorelogowasadoptedin2009,theprogramwasavailabletostudentsatjustthreeaffiliateinstitutionswithintheUniversitySystemofGeorgia(USG).Inthefallof2015,eCorecoursesweremadeavailableatallnon-researchinstitutionswithintheUniversitySystem,pera2014BoardofRegentsresolution.Inthesummerof2016,theUSGeCampusserviceunitwasformedtooverseetheadministrationofeCoreclassesandtofacilitateadministrationandfuturegrowthoftheyoungereMajorprogram.USGeCampuswasalsogiventheresponsibilityoftheinquiryandreferralprocessforthestate’sGoBack.MoveAhead.initiative.
Duringthistimeoftremendousgrowthandchange,thegraphicidentityofUSGeCampuswillproveinvaluableinestablishingsoundbrandawarenessthroughoutthestate.Asweplanforfutureexpansion,itisimperativethatallestablishedlogosandsymbolsbeadheredtoinordertocontinuebuildingupontheUSGeCampusbrandandsub-brands.
TheUSGeCampussymbolandsub-brandsymbolsrepresenttheprogramsinallaspects,includingitsuseinschoolsandcolleges,regionalcampuses,entities,andorganizations.Itmayserveasacompaniontoothercollegiatemarks.Thesymbolsmaybeusedtogetherwhenappropriate.IfyouareconcernedorhavequestionsabouttheplacementoftheUSGeCampussymbolalongsideanothercollegiatemark,pleasecontacttheAssociateDirectorofMarketingforCollaborativeProgramsat678.839.5398.
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Quality and Coordination
TheUSGeCampusMarketingDepartmentwilloverseedesignstandardsforalleCampussupportedprograms,includingeCoreandeMajor.Thisdepartmentisavaluableresourceforfacilitatingandmaintaininggraphicdesignawareness,consistency,andexcellence.
Pleasedirectyourquestionsand/orrequestsforinformationto:
USG eCampus Associate Director of Marketing for Collaborative Programs(678)[email protected] [email protected]
Additionally,graphicstandardsinformationandelectronic filesareavailableonlineat:
http://ecampus.usg.edu
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USG eCampus Sub-Brands
TheestablishmentofUSGeCampuscreatesan“umbrella”brandunderwhichtheexistingcollaborativebrands(eCoreandeMajor)nowfall.USGeCampusdoesnotreplaceeCoreandeMajorbutshouldbeusedtorepresentthecollectiveteamandsupportunitthatfacilitatestheexecutionoftheseprograms.USGeCampuscanbethoughtofasthe“ParentOrganization,”whileeCoreandeMajorcanbethoughtofasthe“Products”supportedbytheorganization.TheuseofconsistenttypographyineachlogohelpstosignifythisrelationshipandsharedfocusoninnovationandtechnologicalexpansionoftheeducationsysteminGeorgia.
USG eCampus is a unit of the University System that provides support services for system-level distance learning programs.
A set of online general education courses offered through all
non-research institutions in the University System of Georgia.
Online degrees and certificates offered through institutions within
the USG. Within the eMajor program, there are two types
of degrees: Collaborative and Single-Institution.
Parent Organization
USG eCampus “Products”
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The USG eCampus Logo
TheofficialeCampussymbolisatealletter“e”utilizingaredwave.BelowtheeCampussymbol,theword“ecampus”iswritteninalllowercaseletters.Thefirst“e”inthelowercaselettersisalsored,whiletheremaininglettersareblack.Thewords“UniversitySystemofGeorgia”iswrittenincapitalgreyletteringunderaredline,distinguisingtheeCampusprogramasanofficialunitoftheUSG.TheUSGsubletteringisincludedintheofficialUSGeCampuslogoandshouldalwaysbeincludedwhenused.
ThissymbolistheformalidentifierfortheUSGeCampussupportunit.Itmaybeusedbyanyschoolorcollege,regionalcampus,entity,ororganizationthatisacurrentUSGeCampuspartner.Othereducationalinstitutions,businesses,groups,orvendorsmayusetheUSGeCampussymbol,butonlywithexpresspermissionsfromtheUSGeCampusMarketingDepartmentat678-839-5398.
Dependingonthescaleofthedesign,eitherthesquareorhorizontalversionofthelogomaybeused.Thesearefoundbelow.
Donotusethelogoinprintadvertisingwithoutconsent.Thislogowillreproducemorecleanlyandclearlyinsmallsizeswhenonnewsprint.IfyouhavequestionsregardingtheuseoftheUSGeCampussymbolinconjunctionwithaspecificcollegiatemark,pleasecontacttheUSGeCampusMarketingDepartmentat678-839-5398.
USG eCampus Square Logo USG eCampus Horizontal Logo
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eCampus Logo VariationsThe“UniversitySystemofGeorgia”sub-letteringisanintegralpartoftheUSGeCampuslogo.TheUSGeCampuslogoshouldneverbeusedbythirdpartieswithoutthissub-lettering,orinanywaythatexcludesportionsofthelogo.TheuseofgraphicvariationsthatdonotincludetheUSGeCampuslogoinitsentiretyisreservedexclusivelyfortheUSGeCampusMarketingDepartmentandshouldbeusedsparingly.
The standalone “e” graphic is reserved for use by the USG eCampus Marketing Department only and should be used sparingly.
The standalone “ecampus” graphic is reserved for use by the USG eCampus Marketing Department only, and should be used sparingly.
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Official USG eCampus Colors
TheofficialcolorsofUSGeCampusare:eCampusTeal,eCampusRed,andBlack.
The identity systemutilizes theseofficial colorswith the addition of eCampusCalloutGrey,Teal,andWhiteassecondaryorcomplementarycolors.
TheofficialUSGeCampuslogomaybeprintedineitherfullcolor(seepage5)orBlack.Exceptforspecialprinttechniques,thesearetheonlycolorswhichmaybeusedtoprinttheUSGeCampuslogo.
eCampus Teal CMYK 56-1-35-0 RGB 109-196-181HEX 6DC4B5
Official USG eCampus Colors
Secondary USG eCampus Colors
eCampus Callout GreyCMYK 64-56-55-31 RGB 84-85-85HEX 545555
eCampus Callout TealCMYK 91-13-36-31 RGB 0-120-127HEX 00777f
eCampus Red CMYK 14-100-95-4 RGB 202-32-42HEX CA202A
BlackCMYK 0-0-0-100RGB 0-0-0
WhiteCMYK 0-0-0-0RGB 255-255-255
eCampus Callout RedCMYK 25-98-100-18RGB 163-36-35HEX a22422
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Combined Logo Usage
TheUSGeCampuslogoanditssub-brandlogosmaybeusedtogetherwhenappropriate.Whenusedtogether,thelogosshouldbeseparatedbyathingreylinewiththeUSGeCampuslogointhemiddleandlargerthanitssub-brands.AswiththeUSGeCampuslogo,thereexistsbothasquareandhorizontallogoforeCoreandeMajor.Consistentorientationshouldbeusedwhenalllogosappeartogether.
Combined Horizontal Logo
Combined Square Logo
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eCore Logo
TheofficialeCoresymbolisagreenletter“e”utilizingatealwave.BelowtheeCoresymbol,theword“ecore”iswritteninalllowercaseletters.Thefirst“e”inthelowercaselettersisalsogreen,whiletheremaininglettersareblack.
Dependingonthescaleofthedesign,eitherthesquareorhorizontalversionofthelogomaybeused.Thesearefoundbelow.
eCore Square LogoeCore Horizontal Logo
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eCore GreenPantone 7490 CCMYK 45-0-80-35RGB 103-145-70HEX 7ba640
Official eCore Colors
Secondary eCore Colors
eCore Callout GreenCMYK 25-3-66-0RGB 202-213-128HEX c9d57f
eCore TealPantone 3272 CCMYK 100-0-44-0RGB 0-170-166HEX 00a9a6
BlackPantone BLACKCMYK 0-0-0-100RGB 0-0-0
WhiteCMYK 0-0-0-0RGB 255-255-255
eCore Colors
TheofficialeCorelogomaybeprintedineitherfullcolororBlack.Exceptforspecialprinttechniques,thesearetheonlycolorswhichmaybeusedtoprinttheeCorelogo.
TheofficialcolorsofeCoreare:eCoreGreen,eCoreTeal,andblack.
TheidentitysystemutilizestheseofficialcolorswiththeadditionofeCoreCalloutGreenandWhiteassecondaryorcomplementarycolors.
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eMajor Logo and Colors
TheofficialeMajorsymbolisanavyletter“e”utilizingatealwave.BelowtheeMajorsymbol,theword“emajor”iswritteninalllowercaseletters.Thefirst“e”inthelowercaselettersisalsoteal,whiletheremaininglettersareinbrown.
Dependingonthescaleofthedesign,eitherthesquareorhorizontalversionofthelogomaybeused.Thesearefoundbelow.
eMajor Square Logo
eMajor Horizontal Logo
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eMajor NavyCMYK 95-66-43-28RGB 14-72-96HEX 0e4860
Official eMajor Colors
eMajor TealCMYK 73-17-29-0RGB 55-164-178HEX 37a4b2
eMajor BrownCMYK 48-70-79-60RGB 74-46-31HEX 4a2e1f
eMajor Colors
TheofficialeMajorlogomaybeprintedineitherfullcolororBlack.Exceptforspecialprinttechniques,thesearetheonlycolorswhichmaybeusedtoprinttheeMajorlogo.
TheofficialcolorsofeMajorare:eMajorNave,eMajorTeal,andeMajorBrown.
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Special Print Techniques
TheUSGeCampussymbolandthesymbolsofitssub-brandsmaybeembossed,engraved,foilstampedonpaper,etchedinmetalorglass,castinmetal,orcarvedinstoneorwood.Someofthesespecialprint(andfabrication)techniquesmayproducecolorsotherthantheofficialcolors.However,thesecolorsshouldbetheresultoftheneedsofthetechniqueandtheyshouldbenatural,neutral,andcompatiblewiththeofficialidentity,(e.g.,silver,gold,woodgrain).
Mostofthespecialprintandproductiontechniquesrequireanaltereddesignfortheseal.Thisalternatedesignhassolidcoloronalllettersandportionsofthelogo.
An etched USG eCampus logo may be a single, solid color when in metal, glass, or stamped in foil.
Please note that, although only one USG eCampus logo is used for these demonstration purposes, all official USG eCampus, eCore, and eMajor logos and formats are subject to these parameters unless you have received special permission.
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Print and Digital Backgrounds
Thepreferredbackgroundcolorfor theUSGeCampuslogois,andshouldalwaysbe,white.Duetotheuseofredsandteals,theUSGeCampuslogowillreactunfavorablywithblues,greens,reds,andsomeothercolors.
WhentheUSGeCampuslogomustbeusedwithdarkcolors,thetypographicportionofthelogoshouldsetallblackcharacterstowhiteforthesakeofvisibility.
Althoughthelogomaybeprintedonanybackgroundofanappropriatenature,theintegrityofthelogodemandsthatnowordsorimagesoverlapormergewithit.Itshouldneverbeintegratedintoillustrations,cartoons,orothersymbolsorlogos.
USG eCampus letters should be white when used on a black or dark background.
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The USG eCampus logo must be easily readable when on non-white stock.
Special Case Examples:
OverprintingOverprinting is a term used when ink is either printed onto a colored paper stock, or onto a previously printed item.
WhenoverprintingtheUSGeCampuslogoonasolidcolorpaperstock,thebackgroundcolormustbeconsidered.Donotusedarkpaperstocksforthispurpose,butlight,solidcolorswithoutspeckles,dots,orgrains.Youcannotprintwithwhiteinkwithoutgreatexpenseanddifficulty.DONOTplantooverprintwithwhite.
Thismethodofprintingthelogoonasolidcolorbackgroundwithouttheoptionforagraphiccontrastofthebackgroundisacceptableonlywhenprintingonapaperstockthatislightenoughtoprovidesufficientcontrastforclarityandlegibility.
The USG eCampus logo should not be reversed entirely by any third party without express permission from the USG eCampus Marketing Department.
ReversingReversing is a term used when the color of an item is removed completely, changing all portions to white on a darker background.
OverprintingwiththeUSGeCampuslogoshouldbeavoidedbythirdparties.TheUSGeCampuslogoisamulti-colorlogo,andthecolors/colordifferenceisanessentialpartofthemark.Areversedlogocanonlybeasinglecolor—white.Ifreversingisnecessary,pleasemakesuretogetexpresspermissionfromtheUSGeCampus Marketing Department(seepage3).
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Reproduction Art and Files Camera-readyreproductionartfortheUSGeCampuslogoisavailablethroughtheUSGeCampusMarketingDepartment.(Seepage3.)
ElectronicfilesoftheUSGeCampuslogoareavailablefordownloadinvarioussizesandfiletypesathttp://ecampus.usg.edu.Ifyourequireaspecificfiletypethatisnotavailableonthewebsite,pleasecontacttheUSGeCampusMarketingDepartment.
AdjustmentsmayhavebeenmadetotheUSGeCampuslogoartfordifferentreproductionsizes;therefore,itisimportanttoalwaysusethesizerequired.Foranysizein-betweenthesizesprovided,reducethenextlargersize.
Donotreduceanyofthecamera-readyartoranyelectronicfilemorethan50%anddonotreproducetheUSGeCampuslogosmallerthan3/4”height.Ifyouneedalogolargerthan6”inheight,pleaseuseAIversionsoftheUSGeCampuslogoorasktheUSGeCampusMarketingDepartmentforassistance.
Useonlyauthorizedcamera-readyartortheofficialelectronicfilestoreproducetheUSGeCampuslogo.Donotusethird-generationartofanykindforreproductionpurposes.
Never reduce the USG eCampus logo to smaller than 3/4” for use in print or on the web.
The USG eCampus logo is available in many different sizes and file formats. Please communicate with each printer or vendor to find out which version is right for you.
3/4”
Please note that ,although only one USG eCampus logo is used for these demonstration purposes, all official USG eCampus, eCore, and eMajor logos and formats are subject to these parameters unless you have received special permission.
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Clear ZoneThese examples use a gray box to show how much space is needed around the USG eCampus logo.
PLEASE DO NOT USE A GRAY BOX IN YOUR FINAL DESIGNS— THIS IS JUST A VISUAL EXAMPLE.
TheintegrityoftheUSGeCampuslogodemandsthatnowordsorimagescrowd,overlap,ormergewithit.Allwordsandimagesusedinproximitytothelogoshouldbeplacednocloserthanthedistanceequaltotheheightofitstype(word“ecampus”inlogo).Thisisoftenreferredtobyprintersandgraphicdesignersasthe“x-height”.
Forreproductionofthelogolargerthan6”height,enlargethe6”diametercamera-readyartorelectronicfileandmaintainthestandardClearZone.
TheClearZoneisnotastandardheightbutmovesonaslidingscale.TheamountofclearingspaceneededforasmallUSGeCampuslogoWILLchangeifyoudecidetoenlargethelogo.
The eCore logo clear space is based on the height of the logo itself.
The eCore logo will require much more clear space as the logo size increases.
Please note that, although only one USG eCampus logo is used for these demonstration purposes, all official USG eCampus, eCore, and eMajor logos and formats are subject to these parameters unless you have received special permission.
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DIFFERENT TYPEFACEAlwaysmakesurethattheproperlogoispresentedinitsentirety. Do not attempt to mimic the appearance of the official USG eCampus logo using any combination of graphics and typography.
ecampus
Incorrect Logo UseInordertoestablishandmaintainconsistentandeffectiveuseoftheUSGeCampuslogo,it isessentialtofollowthestandardsinthismanual.Thesampleofincorrectexamplesillustratedonthesepagesdemonstratesomecommonerrorsthatcanbemade.
SuchmisuseswillundermineUSGeCampus’sefforttopresentastrong,unifiedimageandwillaltertheperceptionandmeaningoftheUSGeCampusbrand.
IMPROPER PROPORTIONSNoportionofthelogomayberesizedormovedcloserto/fartherfromoneanother.
INCORRECT USAGE EXAMPLES
Please note that, although only one USG eCampus logo is used for these demonstration purposes, all official USG eCampus, eCore, and eMajor logos and formats are subject to these parameters unless you have received special permission.
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DISTRACTING BACKGROUNDTheUSGeCampuslogoshouldNEVERbeplacedonabackgroundwhichdistractsoroverpowersthemark.
CONSTRAINED LOGOTheUSGeCampuslogoshouldNEVERbeframedinarestrictingbox,shape,orconstrainedarea.
IMPROPER PLACEMENT OF LOGOThetextandmarkmustalwaysremainintheproperorderwiththeeCampusmarkoverthetype.
IMPROPER ALIGNMENT OF TYPETheUSGeCampusmarkmustalwaysremainhorizontalandoverthetypeexceptwhenusingthehorizontalversionofthelogo.
INCORRECT USAGE EXAMPLES
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OVERLAPPING OR ALIGNMENT OF VISUAL ELEMENT OR SYMBOLThemarkandtypeoftheUSGeCampuslogoshouldnotbeencumberedbyothervisualelements.Avoidtheuseofanycopy,slogans,symbols,orimagesoverlappingoralignedwiththeUSGeCampuslogo.
IMPROPER COLORSTheUSGeCampuslogoshouldneverbereproducedinanycolorsotherthantheofficialapprovedcolors.Seepage7forspecifics.
Special Book Store Offer!
INCORRECT USAGE EXAMPLES
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ENCLOSURE AND FRAMINGTheUSGeCampuslogoshouldnotbeencumberedorcontainedbyanyothervisualelements.Theyshouldneverbepartiallyorfullyenclosedorframedinarestrictingoval,circle,square,oranyotherspecificshapeorarea.
DISTORTIONTheUSGeCampuslogoshouldnotbesubjecttodistortionormanipulation,i.e.,slanting,stretching,twisting,orcurving.
INCORRECT USAGE EXAMPLES
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PRIMARY SERIF FONTAdobe GaramondABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890
Adobe Garamond ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890
Adobe Garamond BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890
Adobe Garamond Bold ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890
PRIMARY SANS-SERIF FONT
Univers 57 CondensedABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890
Univers 67 Bold CondensedABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890
ACCEPTABLE SANS-SERIF FONTSHelvetica Neue CondensedABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890
Helvetica Neue 65 MediumABCDEFGHIJKLMNOPQRSTUVWXYZa b c d e f g h i j k l m n o p q r s t u v w x y z 1234567890
Recommended TypefacesThe consistent use of typography helps to establishtheUSGeCampusvisualidentity.Thetypefaceschosenherewereselectedfortheirreadability,theirdisplayproperties,andfortheirversatility.
ThesetypefacesaretobeusedinUSGeCampuspublicationsandadvertising. TheirconsistentusewillestablishacontinuityofappearancethatwillhelpsupporttherecognitionoftheUSGeCampusbrandanditssupportedprogramswhilepromotingaprofessional,cohesivelookinallcommunications.
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Helvetica Neue BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890
Helvetica RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890
Helvetica Medium Condensed ObliqueeABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890
Helvetica Bold CondensedABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890
ACCENT FONTS
Jenna SueABCDEFGHIJKLMNOP QRST UVW XYZabcdefghijklmnopqrstuv wxyz 1234567890Montserrat ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890
The AdobeGaramond(serif)andUnivers(sans-serif)typefacesarehighlyrecommendedforuseasprimaryfontsinallpublicationsdestinedforoutsideaudiences.CondensedversionsofbothHelvetica and HelveticaNeue are acceptablereplacementsifUniversisnotavailable.Forwebsites,Arial is recommendedinplaceofAdobeGaramondorHelvetica(ifneeded).
Additionally,thefontsJennaSue and Montserratareusedasaccentsinheaders,titles,andmoredecorativetypography.
ThescreenversionsofthesefontswillbeavailablefordownloadorcanbesentfromtheUSGeCampusMarketingDepartment,andtheprintingfontsarewidelyavailableforbothMacandPCplatforms.ContacttheUSGeCampusMarketingDepartmentifyouneedtoobtaintheseprintingfonts.
