Northern Arizona University (Home)Visual Identity Guide
MENUMENU
  • 1 Introduction
    • Overview
    • Visual Identity Policy
    • Using This Guide
    • Frequently Asked Questions
    • Contact Information
  • 2 University Marks
    • Overview
    • Institutional Logo Overview
    • Primary Institutional Logo
    • Secondary Institutional Logos
    • Alternate Institutional Logos
    • Wordmarks
    • Ancillary Institutional Logo
    • Unit Logos
    • Official University Seal
    • Institutional Logo Color Variations
    • Institutional Logo Color Variations – Reversed
    • Wordmark Color Variations
    • Unit Logo Color Variations
    • Clear Space
    • Size Restrictions
    • Cross-Branding
    • Sponsored NAU Event/Project
    • Louie
    • Social Media Identity
    • Unacceptable Logo Treatments
    • Unacceptable Logo Color Treatments
    • Logo File Naming System
  • 3 Color
    • Overview
    • Institutional Palette
    • Secondary Palette
  • 4 Typography
    • Overview
    • Primary Institutional Fonts
    • Supplementary Fonts
    • Brand-Level Fonts
    • Audience-Specific Fonts
  • 5 Stationery System
    • Overview
    • Paper Specifications
    • Standard Business Card
    • Standard Letterhead
    • Letterhead – Column Format
    • Letterhead Formatting Guidelines
    • Letterhead – Impact Option
    • Address Block Layout – Preferred
    • Address Block Layout – Alternate
    • Standard #10 Envelopes
    • Large Envelopes
    • Business Reply Envelope
    • Envelope – Flap Options
    • Mailing Label
    • Fax Cover Sheet
    • News Release Form
    • Email Signature
  • 6 Applications
    • Overview
    • PowerPoint Slides
    • Nametags – Standard
    • Nametags – Event Use
    • Signage – Exterior
    • Signage – Interior
    • Merchandising
    • Merchandising – Unit Level
  • 7 Photography
  • 8 Email Marketing Style Guide
  • 9 Policies
    • Logo Policy
    • Secondary Logo Policy
    • URL Policy
    • Accessibility Requirements
    • Equal Opportunity Statement
    • Building Banner Policy

Typography

Fonts are licensed. The fonts listed below can be purchased from myfonts.com and fonts.com, or a substitute font can be used

Primary Institutional Fonts

Univers

Univers (regular, not condensed) is the university-wide institutional sans serif font. It should be used as the primary font for all university-wide marketing and communications when available. It may be used in a broad range of applications, including word processing and as body copy in printed materials. One exception to this is on the website, where Acumin should be used.

Arial

Arial should be used for all internal and external applications when Univers is not available.


Supplementary Fonts

General Communication Fonts

Adobe Caslon Pro

This serif font should be used sparingly—for formal documents and communications with sophisticated audiences.

Times New Roman

Times New Roman is the alternative font when Adobe Caslon Pro is not available.

Calibri

Calibri should be used for correspondence where Univers is not available. It is an acceptable replacement primarily used for email communications, and in composing and addressing letters and envelopes.



Web Font

Acumin

Acumin should always be used as the font for NAU web pages. While Acumin has a variety of weights, we are limiting usage to the three listed below. Using different weights helps create separation between headlines and body copy while making the hierarchy of information clear for the reader.


Additional Fonts – Audience-Specific Fonts

It is recommended that the primary or supplementary fonts are used for creating university-wide brand marketing.

Brand Campaign Fonts

Industry

Industry is the font for online brand marketing, more specifics can be found in the NAU Online Campaign Style Guide. 


Additional Fonts – Logo Fonts

Bank Gothic

The Northern Arizona University logo was constructed using Bank Gothic, which has been altered in small ways in order to customize the overall look and feel.