Typography is used to establish visual consistency throughout our communication materials. Our typefaces, like our other design elements, visually help to express the attributes of our brand. Use only the font weights and styles specified here to create consistency and maximum impact across our applications.

Primary typeface

The primary typeface approved for our brand is Univers LT Std. Used consistently throughout all printed materials, it creates a focused aesthetic and is a recognizable brand element. Univers is the typeface used in our logotype as well as in the broader VCU and VCU Health family and was chosen for its clean, sophisticated appearance and legibility.

Univers LT Std 45 Light
  

Univers LT Std 55 Roman
  

Univers LT Std 65 Bold
  

Headlines and titles

Univers LT Std 85 Extra Black is the typeface for marketing and promotional materials in the “un” brand campaign. It should only be used for titles, short headlines and data points. It is limited in readability below sizes of 36 point in print and 24 pixels in digital. Body copy should never be set using Univers LT Std 85 Extra Black.

Univers LT Std 85 Extra Bold

Small space and heavy content

In cases where content is heavy, or within a small space such as a postcard or business card, Univers LT Std Condensed fonts may be used. Univers Condensed should never be used for headlines or mixed with non-condensed fonts in body copy.

Univers LT Std 47 Light Condensed

Univers LT Std 57 Condensed

Univers LT Std 67 Bold Condensed

Alternate typefaces

Some applications do not have our primary typeface. For Microsoft Office documents, websites or other system applications, Arial is the approved substitute. With any Microsoft Word correspondence, Times New Roman Regular is to be used. Additional Times New Roman fonts should be used only when necessary.

Arial Regular
  

Arial Bold
  

Times New Roman Regular
  

Times New Roman Bold
  

Digital typeface

In digital applications such as e-newsletters, websites and apps, we use Roboto as our typeface. It creates a similar experience as our primary typefaces and aligns with our VCU and VCU Health family.

Roboto Light
  

Roboto Regular
  

Roboto Bold
  

Principles and hierarchy

Within the Univers LT Std family, light and bold are the preferred weights to use for VCU Health. The contrast of these weights is used to distinguish the role of messaging within our brand system. Univers LT Std Roman should be used when production in either print or digital calls for greater readability.

A range of sizes and leading has been identified to meet most application needs, from postcards to posters. This range is the foundation of our typographic usage and is included within our style sheets for ease of use.