Brand Typefaces

Typography is key to how we read and understand information, especially numerical data. Our brand typeface has been chosen for its legibility and clear forms. We have also considered how we apply our brand fonts for maximized visibility and improved information hierarchy.

Crimson Pro

Crimson Pro is Emory's primary typeface. It delivers warmth and intelligence and provides legibility across print and digital executions. Crimson Pro is a free Google Font.

Crimson Pro Extra Light and Extra Light Italic

Use the extra light weight for most titles, headings, and body copy. In long blocks of text that require more presence, the light weight may be used.

Crimson Pro Extra Light and Extra Light Italic font examples

Crimson Pro Regular and Italic

Regular and italic are used for 11-point printed text and smaller.

Crimson Pro Regular and Italic font examples
Download Crimson Pro

Open Sans

Open Sans complements Crimson Pro and is used as a secondary font in our hierarchy to add clarity. It should not be used in headlines, and we do not use italics in Open Sans. Open Sans is also a free Google Font.

Open Sans Regular

On digital platforms, Open Sans Regular may be used instead of Crimson Pro for long blocks of text to increase legibility.

Specimen of characters in the fonts Mercury Display Roman, Small Caps, and Bold

Open Sans Semibold

Semibold can be used to increase the legibility of legal copy.

open sans semi bold font example

Open Sans Bold

The bold weight is used specifically for eyebrows and for titles in body copy.

Specimen of characters in the fonts Conduit Bold and Bold Outline
Download Open Sans

Applying Type Styles

Type Style and Hierarchy

Typographic hierarchy allows us to organize and lay out information in a clear, rational manner. The styles outlined here aid in providing a coherent typographic voice across communications and work as a base for consistent information design.

Type style hierarchy examples

Typesetting Leading

Leading should be set between 90 percent and 120 percent of font size. Generally, leading should be higher in long blocks of text such as body copy. In display sizes, leading can decrease to accommodate better spacing. Use justified type sparingly.

Leading examples

Typesetting

For eyebrows, Open Sans tracking is significantly expanded to give it a presence. Depending on its scale, it should not be less than +100. Crimson Pro is programmed to insert enough space between the characters for legibility. Tracking generally should be set to -30.

Typesetting examples

Typesetting Casing

There are several stylistic ways to set headlines for our brand:
ADDING EMPHASIS—Applying italics to emphasize the portion of a headline that gives it extra meaning.
MAKE A STATEMENT—Using all caps to make short, powerful headlines stand out.

Typesetting casing examples

Type Misuse

What not to do when setting type and headlines:
  • Do not set headlines completely in italics.
  • Do not stretch, rotate, or distort type.
  • Do not apply artistic effects to type.
  • Do not set long bodies of copy or long headlines in all caps.
  • Do not underline or use different weights to emphasize text.
  • Do not add emphasis to statements that appear in all caps.

Questions?
Contact the Communications and Marketing brand team.
emory.branding@emory.edu