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Brand Standards

Typography

Type Application

The pairing of typefaces together, along with the styling of the typography, can create vastly different aesthetics for brand communications.

Orange, purple and blue lamppost banners have state Clemson Elevate goals.

Typography

Type Application

The pairing of typefaces together, along with the styling of the typography, can create vastly different aesthetics for brand communications.

Clemson means many things to many different audiences, and our typography should, therefore, create as much flexibility in its application as possible to create meaningful and contextual communications. The fonts we choose to use together and how we style them can help designers and communicators ensure that the work they do is going to resonate with their end audiences.

A collage includes examples of Clemson's varied brand fonts set against grey, orange, navy blue and purple backgrounds.

Type on a Spectrum

Consider how the pairing of brand fonts can create distinctly different feelings that align with our brand spectrums.

SPIRITED

Spirited typeface pairing includes a bold, italicized header and biotif subtext.

STUDIOUS

Studious typeface pairing includes a bold, biotif header and italicized subtext.

TRADITIONAL

Traditional typeface pairing includes Old Hall Slab Serif in the header and Trade Gothic Next in the subtext.

MODERN

Modern typeface pairing includes Tiempos in the header and Biotif in the subtext.

EXPRESSIVE

Expressive typeface pairing includes italicized script in the header and all caps, plain font in the subtext.

TECHNICAL

Technical typeface pairing includes all caps header and sentence case Biotif subtext.

Sample Type Pairings

Get creative by mixing and matching brand fonts from the core brand and extended palettes to create unique design ideas.

Core Brand Fonts

This is Clemson

Clemson University is located in Clemson, South Carolina, and is a public land-grant institution.

HEADING:Biotif Semibold
PARAGRAPH:Tiempos Text
This is Clemson

Clemson University is located in Clemson, South Carolina, and is a public land-grant institution.

HEADING:Tiempos Headline Fine
PARAGRAPH:Trade Gothic Next Regular
This is Clemson

Clemson University is located in Clemson, South Carolina, and is a public land-grant institution.

HEADING:Trade Gothic Heavy Condensed Italic
PARAGRAPH:Trade Gothic Regular
This is Clemson

Clemson University is located in Clemson, South Carolina, and is a public land-grant institution.

HEADING:Biotif Medium
PARAGRAPH:Tiempos Text Regular Italic
This is Clemson

Clemson University is located in Clemson, South Carolina, and is a public land-grant institution.

HEADING:Trade Gothic Next Light Italic
PARAGRAPH:Biotif Bold

Extended Palette

HEADING:Hoefler Text Roman
PARAGRAPH:Trade Gothic Next Compressed
HEADING:Old Hall Serif
PARAGRAPH:Goudy Old Style
HEADING:Relation Script Two
PARAGRAPH:Biotif Book
HEADING:PawHammer
PARAGRAPH:Trade Gothic Next Bold Condensed
HEADING:Turbinado Light
PARAGRAPH:Biotif Bold
HEADING:Goudy Old Styler
PARAGRAPH:Trade Gothic Next Bold Condensed