Brand guidelines for a new kind of university

Typography

Typography makes up a large part of our visual identity. We are expressive, bold and confident in our application of typography. Our two typefaces and broad selection of weights allow us to communicate in a wide range of tones.

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Typefaces

Graphik is a contemporary sans serif that allows us to communicate clearly and in a professional manner. Graphik works well in long form copy on screen and in print. Sharp Sans is a bold and expressive typeface and is available in a range of weights. We use Sharp Sans for headlines and large format copy in a range of creative ways.

Sharp Sans No.1 Extra Bold

To be used for uppercase headlines and uppercase headline quotes. All vertical headlines should use Extra Bold.

Sharp Sans No.1 Bold

To be used for headlines and supporting text.

Sharp Sans No.1 Semibold

To be used for call out text or quotes.

Sharp Sans No.1 Book

To be used for subheadings, call out text, quotes or large intro copy.

Graphik Semibold

To be used for headings in body copy.

Graphik Regular

To be used for all body copy.

Arial

Only to be used for internal documents and correspondence such as e-mail copy or letters where the brand fonts are unavailable. Arial should not be used for any promotional materials, with the exception of Powerpoint presentations.

Headlines

We encourage expressive and creative use of headlines across applications. Headlines can be used on the vertical, rotated around formats and aligned in different ways. This section explains how.

Vertical headlines

Headlines on the vertical should always be set in uppercase. No more than two lines should be used. For headlines over three lines horizontal headings should be used. The overlapping of headlines over images is encouraged to capture a confident and irreverent feeling.

Offset vertical headlines

Where appropriate further dynamism can be added to vertical headlines by offsetting the second line.

Framed headlines

Two line headlines can be broken apart and rotated around the format. This works best for short snappy headlines. The 180-degree rotation further reinforces the theme of change running through our visual identity.

Horizontal

For headlines that span over three lines, a horizontal heading should be used.

Horizontal offset headline

Further dynamism can be added by offsetting the second line. Secondary typographic elements should be aligned to the top or the bottom line of the headline to ensure the offsetting feels deliberate.

Examples

Headline Quotations

To make quotes stand out and have impact they are set centre aligned uppercase and can have words picked out in colour for emphasis.

Quotes

Headline quotes should be set uppercase Extra Bold. They have quotation marks positioned above and the credit underneath. Key words can be picked out in yellow.

Quote marks and Credits

Quotes and Credits should be spaced by a single uppercase letter ā€˜Sā€™ using the same type size as the quote. The size of the quote mark is defined by the width of the letter ā€˜Sā€™.

Positioning

Headline quotes can also be left aligned.

Typesetting

The following typesetting specifications demonstrate the desired look and feel of our typography. Use the settings as a guide and adapt them where appropriate for different sizing.

1) Headline

Sharp Sans No.1 Extrabold Keep leading (line-spacing) tight and scale accordingly. A good practice value would be to set the leading at 0.875x.

2) Sub-heading

Sharp Sans No.1 Bold Set solid leading (e.g. 20pt on 20pt leading).

3) Copy headline / Copy

Graphik Regular and Semibold For large amounts of copy, use 1.5x leading, e.g. 8pt on 12pt leading, to increase readability. For shorter lengths of copy, the leading should be tightened.

4) Quotes

Sharp Sans No.1 Book