Our primary serif typeface looks editorial yet fresh. This typeface proved itself to be a solid embodiment of the Clemson dichotomy – traditional yet modern and innovative. Offering a wide range of faces, particularly in its text set, it is more legible than past typefaces, including Goudy. Its “fine” set of styles offer sharp serifs and high contrast, adding to the legibility.

Purchase a Tiempos License

The primary sans serif typeface provides more diversity in an existing font. Clemson already has invested heavily in the use of Trade Gothic. This new, refined version adds some additional styles and weights to the family of fonts already in use campuswide. A “draftsman” font, this mechanical, tactile and architectural font fits Clemson’s work ethic, serving as the humble, perhaps more blue-collar font of our font family.

Download Trade Gothic Next from Adobe Fonts

An alternate sans serif typeface, Biotif presents as a slightly more rounded geometric sans serif and has a particularly modern and cutting-edge aesthetic to it and presents as the most dramatic change to our typeface family. Biotif feels modern and innovative; it looks toward future discovery rather than past achievements and experiences, embodying Clemson’s goal to be a top research institute solving global problems.

Purchase a Biotif License

Graphic design and digital content creation have evolved, and so have the tools available to help creators. If licensed core brand fonts or Adobe fonts are not available in certain systems, the alternatives below are acceptable. DO NOT upload licensed brand fonts to these platforms. Instead, select the appropriate alternative font from your systems’s font list.