Fonts and typography

Typography and our selected font families are fundamental elements of our brand and help weave our stories together. Our goal is to create a seamless experience for our audiences by aligning all communication in a unified visual voice. 

Do not use any additional fonts, including decorative and script fronts, as they interfere with the clear articulation of the ASU brand. 

Using the approved brand fonts in print and digital formats larger than 7.5 points (pt) / 10 pixels (px) will ensure your message is readable.

Primary print font: Neue Haas Grotesk

Neue Haas Grotesk, available through Adobe Fonts, is the primary font for print, video and all Adobe software uses. All ASU team members able to access Adobe Creative Cloud are encouraged to start using that font immediately.

Note: Brand elements such as the official logo, endorsed unit logos, permanent signage, and Canva designs are still being built with Akzidenz Grotesk.

All other specific digital material will be created with Neue Haas Grotesk or Arial and include:

• Adobe InDesign – single and multi-page documents
• Adobe Illustrator – graphics and multiple artboard documents
• Adobe Photoshop – type on top of photos or other creative
• Adobe Premiere – video
• Adobe After Effects – animation and video
• Adobe Express – social media and other uses (note: Express is Adobe’s Canva-like software)
• Figma — UX and digital design
• Any other Adobe software that loads from the Adobe Fonts library

Neue Haas Grotesk has the same essential look and feel and will not look different from our previous materials to our audiences. It has the same boldness and strength as the previous font and is now available to all Adobe users through Adobe Fonts. 
 

• All new team members may start using Neue Haas Grotesk immediately. Akzidenz Grotesk Std licenses will be phased out by July 1, 2023, and will be removed from computers by ET and local technology staff. Certain brand elements, including the official logo, endorsed unit logos and permanent signage will continue to be built with Akzidenz Grotesk. All other materials will be made with Neue Haas Grotesk.
   

Review setup steps for the new font

Typesetting can improve the legibility of text. Optimum legibility should be a priority.

Tracking and kerning

• Tracking refers to the total spacing of a block of copy. 
  • Overall, tight tracking for headlines is recommended as part of our brand and is intended to be tight to help convey strength. 
• Kerning refers to the space between individual letterforms. 
  • Beyond tracking, attention to spacing between letterforms needs to be taken into consideration. The rule of thumb for the spacing of letterforms should be tight but not touching.

The optical settings now available in all Adobe Creative Cloud software are recommended for use in headlines. 

Drop shadows are NOT preferred as part of the brand expression. However, in some instances where legibility is an issue, a very subtle shadow or outer glow effect can be used, depending on the background. Examples of this can be a photograph containing uneven color values or textures.

Leading is the space between lines of text and is measured from baseline to baseline of each sentence. This is a variable that will largely depend on your project requirements. 

• Leading should be between 2–3pt above the font size as a general rule.
  • Example: 10pt Neue Haas Grotesk Roman type is most readable with 12, 13, or 15pts leading.
• Things to consider:
  • The looser the leading, the harder the copy can be to read. The same holds true for tight leading.
  • Tighter leading has the unintended consequence of adding tension to a large body of copy.
  • Is the body copy intended to be more decorative? Loose leading is less of a consideration.

For reference to readable leading examples, refer to the usage examples in the Lookbooks page or contact the Brand Strategy and Management design team.