ASU Brand Guide - Elements of the Brand
Elements of the ASU brand

Fonts and typography

We are bold and bright, in headlines, quotes and other text elements. ASU says and does bold, clear things in the world and our fonts behave in the same way.


Akzidenz Grotesk Standard

Font example image

Primary print font

Akzidenz Grotesk Standard is the primary typeface for ASU-branded marketing and communications. We do not recommend any secondary fonts. Akzidenz Grotesk is a classic sans-serif typeface designed in 1896. It was the first sans-serif to be widely used and influenced many later typefaces. It is for these reasons that this font was selected, as it was the originator from which many were inspired. It conveys strength, clarity, originality, influence and authority.


How to use the font in your materials

  • Bold is the primary font weight to create recognizable ASU materials and is recommended for all titles, headlines and other large type uses.
  • Regular and Light: recommended for use in body text.
  • Medium: recommended for use where variation is needed in smaller supporting text.
  • Regular Italic and Medium Italic: recommended for use only in limited scenarios as needed in paragraphs of text to note titles of works or other text where the italic is used to add meaning or aid understanding. Not intended for use in headlines or large type.
  • Condensed: recommended for use only in limited scenarios where space and clarity necessitate use, as in the labelling of numbers in infographics and charts. Not intended for use in headlines or large type.
  • Super, Heavy and Extended: Although they are currently licensed for some media, Akzidenz Grotesk Std Super, Heavy and Extended have been retired from brand use and are no longer approved.

Core Design Principles

Usage rights and limitations for specific weights of the font in specific media

Please review the specific usage rights and limitations for Akzidenz Grotesk Standard based on the licensing for ASU in this PDF.

Detailed licensing for commercials and digital signage is included.

Request access to Akzidenz Grotesk

Font user image




System font for everyday use

When working in Microsoft Office, Google documents, email and routine communications, please use Arial. This font does not require additional licenses and is considered a system font that is loaded on a variety of systems. By using this font, you can be assured that it will render accurately with exchanging documents with colleagues, students and other stakeholders.


The chosen webfont for ASU websites is Arial. When developing websites, use Arial, Helvetica, sans-serif as your font stack.



Arial font example




Sun Devil Bold

Sun Devil Bold is for use only in Sun Devil Athletics materials. Please see Athletics brand guidelines here.

Headline tips

How to work with headlines

Font sizes

Although there are no specific requirements for the sizing of fonts used in headlines or mastheads, use judgment when considering what size font to use. Remember, being big and bold represents the attributes of the brand.


All expressions of headlines should be in title or sentence case. 

For more on capitalization rules, please see the Writing style guide here.

All caps

Using all caps is not part of ASU's core brand execution. In particular, all caps should not be used in full sentences, titles or headlines. In very limited cases, they may be used to differentiate between smaller headline treatments in documents with complex structures. They should indicate meaning or clarify direction, not act as a style move. 

More on capitalization in the writing guide here.



Left-aligned body type in headlines and paragraphs is the easiest for readers, but is not mandated. Copy alignment that is significantly different from left aligned (centered, justified, right aligned) can distract the reader from the content of a project. Left alignment is suggested based on readability studies in user-centered design. Alignment is a variable that will be determined by your project requirements.

Font color in headlines

In most instances, black on white background or white on dark colors or photos should be used as the primary color choices for headlines. ASU Gold and ASU Maroon are the only other colors that should be used in headlines. These colors are considered part of the primary color palette and their usage should be strictly adhered to.



What not to do with headline formatting

The following items are examples of things we do NOT do with our brand fonts.


Font streching
Never scale type horizontally or vertically.


Never apply a stroke or rule to type.


Drop shadow
Never use a strong drop shadow.


Font Glow
Never stylize type in any manner including glowing colors.
Font Stylize
Never stylize type in any manner with filled textures or styles.


Body copy

ASU is first and foremost an educational institution. We are expected to use proper grammar, punctuation, letter case sizing and other standard rules of the English language. Emphasized body copy (bold, a different color, etc.) will retain all body-copy style, even though it has a different graphic treatment from surrounding body copy.


Font weight in body copy

Akzidenz Grotesk Regular or Light are the preferred font weight choices for body copy.

Font size for body copy

Font sizing from 8–14 pts. is acceptable. 8.75pt type on 12pt leading is a great place to start for easily readable body copy. Consider your intended audience when determining the appropriate size to use. Large font size (12–14 pts.) is more appropriate for older audiences. Smaller font size (8–10 pts.) is more appropriate for younger audiences. Consideration of your audience will aid the effectiveness of your project.


Font Example 1
Bold and regular weights are used together in this highlighted paragraph from the Year in review.
Font Example 2
Bold and regular weights are used together in this highlighted paragraph from the Year in review.
Font Example 3
Bold and light weights used together in a by-the-numbers item in the Year in review.

Typesetting tips

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. 
  • Is the copy intended to be more instructional? Optimum legibility is then a consideration.