Typography
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Typefaces
Typography is an essential but often overlooked aspect of a brand’s visual identity. Consistent typography is a simple yet powerful way to build brand equity. The smallest typographic details can convey vastly different messages and emotions.
Unlike other examples of primary and secondary assets, there is no mandate to utilize our primary typeface over our secondary typeface. In fact, our secondary typeface is more versatile and better suited to most use cases. Our primary typeface was used to create our primary and secondary logos, and will always be a focal point of our branded materials. In this way, Bitter acts as our primary typeface. DM Sans compliments Bitter, while offering greater versatility. Both typefaces are intended for both digital and print use.
As of June 1, 2025 we ask that all University of Guelph faculty, staff, departments, and merchandise discontinue using the following fonts: Helvetica Neue, Serpentine, Bembo and Avenir Next.
Please only use the two approved open-source fonts listed here. See below for more details on how to best utilize our primary and secondary typefaces.
Primary Typeface: Bitter
Bitter is a slab-serif typeface. This style of typeface blends the regal and prestigious feeling of a serif typeface with the modern impact and digital accessibility of a sans-serif typeface.
This is the typeface utilized in our primary assets and works best for larger-scale applications such as headlines. Avoid using Bitter for smaller applications, or lengthy blocks of text.
Secondary Typeface: DM Sans
DM Sans is a clean, simple, sans-serif typeface that offers excellent versatility. It can be utilized in any application as a stand-alone typeface, or in conjunction with Bitter.
Downloading and Installing Fonts
Once you have downloaded the fonts using the links provided above, you will need to install them onto your computer.
Type Sizing and Hierarchy
Sizing
Size is a critical component of typography. If type is too big, it can feel cumbersome and overwhelming. If it is too small, it becomes illegible or goes unnoticed altogether. Be sure to consider the following when sizing your type:
- Fonts below 10pt size (print) or 12px high (digital) are inaccessible and must be avoided.
- For digital applications, consider how your typography will function across various devices, such as desktop computers, tablets, and mobile phones.
- When designing for print, consider the font size, viewing distance, and printing specifications. When working with a commercial printer, look for guidance from print and production experts, as they will know what works best for their processes.
Hierarchy
Visual hierarchy is the graphic design principle of organizing elements to clearly guide the viewer's eye from the most important to least important information. When building layout designs, try to think about the most and least valuable information. Utilize different typefaces, weights, sizes, colours, spacing, and alignments to emphasize the most essential information and deemphasize the least.
Accessible Typography
Things to Consider
All content must be presented in an accessible way to ensure all members of our community can quickly and clearly understand messaging. To align with AODA standards and ensure high quality typography, be sure to consider the following:
- Prioritize clear space and avoid large blocks of text
- Break content into sections and use clear headings
- Avoid using too many typefaces, sizes, colours, and weights within one design
- Only use all caps for titles and headlines
- Do not italicize essential information
- Use bold typefaces sparingly for emphasis
- Avoid placing text over busy or complex backgrounds
- Fonts below 10pt size (print) or 12px high (digital) are inaccessible and must be avoided
For more information on building accessible PDFs, word documents, and more, please reach out to brandguide@uoguelph.ca.
