- General Guidelines
- Content Standards
- Domain Names
- Fonts, Colors & Logos
- Quality Control
- Social Media Policy
- Social Media Best Practices
Simplicity. Keeping a document's typography simple is the number one rule. Follow these guidelines to create a clear and attractive message.
Knowing the typeface categories will help in using the guidelines properly.
- Serif - Includes features, curves, lines or other embellishments at the tips of a letter's main stroke
- Sans Serif - Without features, curves, lines or other embellishments at the tips of a letter's main stroke
- Script - Simulates handwriting or calligraphy
- Novelty - Decorative fonts that are distinctive and/or themed
The typefaces below are recommended for UND communications. However, there may be situations when other typefaces are more appropriate. So long as the typeface is readable and conveys the appropriate message, it is acceptable.
For simplicity and readability, it is strongly recommended that designers use no more than 2 different typefaces within a design.
Serif Typeface - Print Communications
Professional-looking serif typefaces work well for headers and for body text in print communications. A serif typeface can be combined with a sans serif typeface to give "contrast" to a design. Suggested serif typefaces include:
- Minion Pro
- Times New Roman
Sans Serif Typeface - Digital Communications
Professional-looking sans serif typefaces work well for headers and for body text in digital communications. A san serif typeface can be combined with a serif typeface to give "contrast" to a design. Suggested serif typefaces include:
- Myriad Pro
- Franklin Gothic Heavy*
*This sans serif typeface is suggested for headers in both print and digital communications.
Friz Quadrata (Serif Typeface)
Friz Quadrata is used in the UND Logo System and for other official UND purposes. Friz Quadrata is also identified by various other names in some software, including "France."
Friz Quadrata was selected as the typeface for the UND Logotype because the UND Flame Logo is based on letterforms in that font and its visual characteristics befit the nature of an educational institution.
Although the UND Flame Logo and Logotype are based on the Friz Quadrata typeface, it is not a requirement nor recommended that Friz Quadrata be used broadly for headers and body text in UND visual communications. It is not well suited for large blocks of text.
Note: Typefaces are copyrighted products, and non-licensed copies of them cannot legally be provided. Like other software, there is a cost associated with obtaining them. To obtain a typeface, you must buy it from an official retailer. Individual fonts (e.g., Friz regular, Friz bold, Friz italic) generally have a nominal fee, depending upon the source. Some sources may bundle the fonts as a package. The prime suppliers in this arena are adobe.com, itcfonts.com, and fonts.com. Generally, you can rely on these to be good quality products.
- Use no more than 2 main fonts within a single design or document. Additional fonts may be added sparingly only when it enhances the overall design.
- Use fonts consistently throughout the design. For example, use the same font for all main headers.
- White space is crucial. Cramped copy lacks appeal and professionalism.
- Use columns or short lines of text, as they are easier to read than text that spans an entire page.
- Large sections of copy should not be centered or forced justified.
- Have other professionals review the design to check if it is easy to read/understand.
Sans Serif fonts (e.g., Franklin Gothic Heavy) work well for headers on printed and digital communications.
Novelty and script fonts can also be used for headers, but the typeface must be easy to read, work well with the overall layout, and convey the appropriate message.
Be careful not to use novelty or script fonts just for fun. They should be used to set a particular mood (e.g., casual, funky, elegant, youthful) or attract a specific audience (e.g., high school students, teachers).
In order to produce communications that are easy to read, convey the intended message, and look professional, follow these best practices for paragraphs or long sections of text:
- Do not use script, novelty, or blockletter typefaces.
- Do not use bold and/or italic fonts.
- Do not use ALL CAPS for entire paragraphs or long sections.
Serif typefaces are recommended for paragraphs in printed materials, as they draw the eye from character to character, making large sections of text easier to read.
Sans Serif typefaces can also be used in print communications, especially when the printed materials may also be viewed digitally, e.g., a PDF document that may be printed as well as viewed on a computer screen.
Sans Serif typefaces (e.g., Myriad Pro) are recommended for paragraphs in digital communications. Sans Serif typefaces do not "wiggle" on a computer screen, making large sections of text easier to read.
Note: The typefaces used for UND's websites differ from those recommended for printed and digital communications.