Typography

A big factor in establishing an institution’s visual identity is the use of fonts. To ensure consistency and unifications with all communications, Colorado Mesa has established official brand fonts. These fonts should be used in projects created for the University.

CMU, WCCC and The Maverick Store headlines and titles font.

This font is an interpretation of the inscriptional capitals from the Trajan columns in Rome and is mainly used in magazines, advertising and brochures. The font ties the University to its respect for history and its dedication to education and learning with its classical and simple appearance. This font should be used for all headlines and titles on communication material. Both the CMU master brand and the WCCC sub-brand use this font.

Trajan, Regular

type-trajan-regular.png

Trajan, Bold

type-trajan-bold.png

Maverick Athletic headlines and titles font.

ITC Serif Gothic was designed to keep both readability and simplicity in mind. This font ties into the need to provide a bolder, younger, stronger look for the Mavericks Athletic sub-brand. For that reason, the font should be used on athletic communications.

ITC Serif Gothic, Heavy

type-itcserifgothic-heavy.png

Font used for body text in all CMU and WCCC brands. 

This font was designed in the tradition of the great san serif font. The designer wanted to make sure the font showcases the experience and stylistic developments of the twentieth century. In fact, the word Avenir itself means future in French. All brands in the CMU brand architecture use Avenir as the body copy font.

Avenir, Roman

type-avenir-roman.png

Avenir, Bold

 type-avenir-bold.png

Font used in campus building signage. 

The word Argus means a vigilant always watching guardian. Like Trajan the style of the font is classic and simple. This font was selected to complement the other fonts in the brand. In addition the font represents the University's dedication to teaching in many ways, always being a watchful guardian of education.

Argus, Bold

type-argus-bold.png

For many individuals, little thought goes into deciding which font to use for a project. People typically use personal favorites from a limited selection found on their computer. This results in a number of mismatched fonts on flyers and documents across the campus. Fonts have the power to build brand awareness with our audience. The use of our established brand fonts looks professional and creates a consistent image for the University.

Try to avoid using free download fonts. These are often screen display fonts only and are not designed to work in print projects. They often don’t include all the characters offered in the typeface and have potential to not display correctly when PDFs are generated. There is also the potential that the font file could carry damaging computer viruses.

The best font file type to use is .OTF file. This stands for Open Type Fonts. An OTF font includes a screen font and a print font in one file. Open Type Fonts also work on both Mac and PC computers.

The Marketing and Communications office legally cannot distribute fonts files to the campus community. Many times font foundry require personal incenses to use their font commercially. Each office, department or organization should purchase fonts for their unit. Below are links for the Font Shop website where you can purchase and download our brand fonts.

 

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