Typography is integral to a brand’s visual identity. A well-chosen typeface becomes instantly recognizable and reinforces the positive qualities of a brand, while a poorly used or ill-fitting typeface can have the opposite effect.
Additional typefaces may be needed for special promotions, events and programs. These exceptions must be consistent with ACC’s brand. Any additional typeface needs prior approval from The Office of College Relations & Marketing.
Using Gotham Fonts
ACC’s primary font is Gotham, a versatile, contemporary, sans-serif typeface. Gotham’s clear, sharp lines work well for body text and headlines, and are easier to read in small point sizes.
Gotham Condensed is our display font. Its tall, condensed letter forms draw attention to messages and work best when used large. Never use Gotham Condensed in body text; use this font for headlines, callouts, or display text that is no more than two lines long.
Gotham Rounded is our accent font, chosen for its friendly and approachable style. Use it sparingly to highlight key information and add a touch of warmth to communications.
Web Typography
ACC website templates use pre-specified fonts for main body fonts, headers, and other web components. These fonts are installed at the global level and do not need to be specified when using ACC website themes and web page templates.
Other standard web-safe fonts that are included on most operating systems, such as open sans and sans serif, may be used sparingly. Fonts on specialty sites should not detract from efforts to present a cohesive, institutionally branded site.
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