Exceptional UND Insignia
Simplicity. Keeping a document's typography simple is the number one rule. It is strongly recommended that designers use no more than two different typefaces within a design.
- 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.
Sans Serif Fonts
- Use no more than two 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.
- Friz Quadrata is used in the official UND Logo System and for other official UND purposes. It is not 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.
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.
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.