Consistent typography is an additional component to UC Riverside’s branding: fonts serve as a key tool when used effectively and consistently across print and digital communications. University Communications has designated two typefaces for use on official UCR communications: Trade Gothic, a sans-serif font that is recommended for headings, and Sabon, a serif font that displays well in body text. Both may be used on either PC or Mac platforms.
For general publications such as flyers, brochures, and postcards, University Communications has designated a number of free web fonts for campus use: Roboto, Oswald, Montserrat, and Roboto Slab.
If using system fonts in place of free web fonts for unofficial UCR correspondence, the following fonts are recommended: Arial for headline text and Times New Roman for body text.
Trade Gothic is a sans-serif typeface first-designed by American type and book designer Jackson Burke in 1948. It is a clean and versatile font available in a variety of styles and weights that allow it to retain its clarity while providing options for varying emphases. Trade Gothic also displays clearly across both print and digital media.
Classic and elegant Sabon is a serif font first-designed by German-born typographer and designer Jan Tschichold in the mid-1960s. Sabon lends well to academic and scholastic typography and is best-used in headings but may also be used in body text for formal or official communications. Some of its placements include in magazines, advertisements, official documentation, business reports, and formal correspondence.
Roboto, Oswald, Montserrat, and Roboto Slab
For all official UCR communications, the primary brand typefaces must be used. For general publications such as flyers, brochures, and postcards, a number of free, readily-available fonts have been chosen as acceptable alternatives. These fonts were chosen for their similar qualities to UCR's official typefaces and provide a variety of styles and weights for a variety of uses.
As a substitute for Trade Gothic, Roboto is a sans-serif typeface with high clarity that is suitable for a variety of applications, particularly body text, and is available in multiple styles and weights.
The alternative for Trade Gothic Condensed is Oswald, while Montserrat is a great option for our Avenir Font.
Roboto Slab is an excellent serif alternative to Sabon for headlines and is a modern, geometric, and friendly font that mimics natural reading rhythms.