section four typography contents introduction...44 helvetica neue...45 bodoni...46 examples of type usage...47 body text examples...

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1 section four typography 43 contents introduction...44 helvetica neue...45 bodoni...46 examples of type usage...47 body text examples...48

2 introduction Consistent application of type fonts and styles allows our audiences to recognize materials from UCSF with ease. Therefore, all materials, communications and branded products should use only approved UCSF typography. UCSF s typography consists of two font families: Helvetica Neue and Bodoni. These two families are attractive and very functional. They offer a wide range of weights and styles for complex typographic needs and individual expression. They have been carefully selected to express the personality of our institution and for their broad graphic performance value. The following sections showcase the recommended range of use for each font. See also pages 93 and 94 for web typography. typography 44 introduction UCSF in written text When the University name is used in body text communications (print or electronic), the correct and preferred use is in all caps (no periods, no spaces): UCSF. The full, expanded version may also be used as a secondary option: University of California, San Francisco (with an initial cap for all words except of ). The signature or its constituent elements (logo, logotype) should never be used as part of a title, headline or within continuous text. correct The UCSF signature is the most identifi able image of the University. It has been developed to represent the University in all internal and external communications. It must be used as the primary graphic element in all materials affi liated with the University. incorrect The signature is the most identifi able image of the University. It has been developed to represent the University in all internal and external communications. It must be used as the primary graphic element in all materials affi liated with the University.

3 helvetica neue Helvetica Neue is a classic sans serif face: simple, modern and elegant. The openness and geometry of its form make it highly legible in both print and digital communications. It is known for its clarity and versatility, and features a suite of varied weights, providing maximum fl exibility. With any typographic application, please pay special attention to line length, kerning and leading to ensure legibility. Typefaces are licensed and available for both Mac and Windows platforms from Where the option is available, Open Type fonts should be used. helvetica neue helvetica neue roman alphabet samples helvetica neue italic helvetica neue bold font weights (including italic counterparts not shown) helvetica neue [25] ultra light helvetica neue [35] thin helvetica neue [45] light helvetica neue [55] roman helvetica neue [65] medium helvetica neue [75] bold helvetica neue [85] heavy helvetica neue [95] black helvetica neue [57] condensed helvetica neue [67] medium condensed helvetica neue [77] bold condensed helvetica neue [87] heavy condensed helvetica neue [97] black condensed helvetica neue [23] ultra light extended helvetica neue [33] thin extended helvetica neue [43] light extended helvetica neue [53] extended helvetica neue [63] medium extended helvetica neue typography 45

4 bodoni Bodoni is a refi ned serif face. Originally designed in Italy in the 18th century and infl uenced by classical Roman letterforms, it conveys classical elegance and strength. Bodoni is one of the typefaces historically identifi ed as marking the beginning of modern type, and has been reiterated in myriad variations to this day, giving it great functional and expressive subtlety. As with all serif faces, avoid setting Bodoni type too small or reversing it out of certain color fi elds. Typefaces are licensed and available for both Mac and Windows platforms from Where the option is available, Open Type fonts should be used. bodoni typography 46 alphabet samples bodoni roman bodoni italic font bodoni weights bodoni book bodoni book italic bodoni roman bodoni italic bodoni bold bodoni bold italic bodoni bold

5 examples of type usage Further examples of typographic styles are shown throughout these standards, especially in section 9, identity application, starting on page 74, and section 11, web identity application, starting on page 99. typography 47 UCSF typography in action examples of type usage newsletter: text and headlines set entirely in helvetica neue osher lifelong learning institute promotional newsletter cover: bodoni is the primary typeface

6 body text examples The paragraphs below are examples of body text styled using UCSF s font families. sample comparisons helvetica neue regular 8.5/12 Part of the University of California since 1873, UCSF is a graduate health sciences campus known for its scientific discoveries, teaching prowess and patient care. helvetica neue italic 8.5/12 Part of the University of California since 1873, UCSF is a graduate health sciences campus known for its scientific discoveries, teaching prowess and patient care. body text examples typography 48 helvetica neue bold 8.5/12 Part of the University of California since 1873, UCSF is a graduate health sciences campus known for its scientific discoveries, teaching prowess and patient care. bodoni 10/12 Part of the University of California since 1873, UCSF is a graduate health sciences campus known for its scientific discoveries, teaching prowess and patient care. bodoni book 10/12 Part of the University of California since 1873, UCSF is a graduate health sciences campus known for its scientifi c discoveries, teaching prowess and patient care. bodoni book italic 10/12 Part of the University of California since 1873, UCSF is a graduate health sciences campus known for its scientifi c discoveries, teaching prowess and patient care.