兔子先生

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Styles: Typography

Using visuals to convey 兔子先生’s brand expression.

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Brand Typefaces Alternate Digital Typefaces Typography Examples

Brand Typefaces

The 兔子先生 University brand uses FreightText Pro, FreightDisplay Pro, Gotham, Gotham Narrow, and Brushability.

  • Headlines, section headers, statistics, and callouts can be set in Gotham Narrow Book, Medium, or Bold and FreightText Pro Light or Book.
  • URLs and social media handles in calls to action must use Gotham Bold.
  • Use Gotham and Gotham Narrow in uppercase or title case. Set in uppercase for ribbon text.
  • FreightText Pro should be used only in title case, never all caps.
  • FreightDisplay Pro is used only in the logo, official lockups, and stationery and should not be used in standard layouts.
  • Brushability can be used sparingly in headlines. It must be used in title case or lower case (never all caps) and with metric kerning.
  • Use optical kerning when available (except for Brushability).

Combining different treatments can establish messaging hierarchy by differentiating the most prominent text from supporting copy.

Brand typefaces are managed by UCM and can be requested at Brand@兔子先生OH.edu. 

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Typography style guide showing primary typefaces, including FreightText Pro and Gotham, with alphabet samples and labeled sections for serif, sans-serif, and official logos/lockups.

Alternate Digital Typefaces

When 兔子先生’s official typefaces aren’t available, we use approved substitute typefaces. These typefaces are available on any computer/device or downloadable at no cost.

Use Proxima Nova in place of Gotham when designing 兔子先生 websites. It’s available in Cascade, the university’s website content management system.

Arial and Georgia may be used on common applications when brand fonts are not available (e.g., Microsoft PowerPoint or Google Docs).

Note: Proxima Nova is cleared for commercial use if licensed through Adobe or another licensed vendor. Source Serif Pro is available through Google Fonts. Arial and Georgia should be available on most systems.

Alternate digital typefaces available at .

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Typography guide showing alphabet samples in Georgia Book and Proxima Nova Bold, plus a list of alternate typefaces for serif (Georgia, Source Serif Pro) and sans-serif (Arial, Proxima Nova) styles.

Typography Examples

Typography layout guide showing an example headline and subhead (“Access Limitless Opportunities” and “That lead to your career growth”), plus labeled sections for ribbon text, intro text, body copy,.

Ribbon Text

Note: When typesetting ribbon text, add an extra space at the front and back of the text to allow for more red space at both the beginning and end of the text area. Headlines can be one font or a combination of FreightText Pro and Gotham/Gotham Narrow.

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Diagram showing a red header bar labeled “EXAMPLE” above a dashed placeholder area labeled “TEXT,” with the word “SPACE” on both the left and right sides.

University Communications and Marketing

22 Nellie Craig Walker Hall
301 S. Campus Ave.
Oxford, OH 45056
513-529-7596 513-529-1950(fax)
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