Typefaces, or fonts, have different personalities and can change the tone of the words they convey. NMSU uses a distinct selection of typefaces, which are shown below, to establish and strengthen our brand.
The Gotham family
You can use "Black," "Medium" and "Book"styles for headlines in your materials. NMSU has limited licenses for this font family. "Open Sans (light and extra bold)" can be downloaded for free and used a as a substitute for Gotham. You can download Open Sans directly from the Google Font Directory.
“Tahoma (bold and regular)” comes pre-installed on most desktop computers. This font should only be used in Microsoft templates.
Body Copy for Digital Communications
Open Sans, Tahoma, Helvetica
University Web sites should use Open Sans and Helvetica typefaces for all HTML text.
Body Copy for Print Communications
Adobe Garamond, Times New Roman
"Adobe Garamond" and "Times New Roman" can be used as a substitute and is available on most computers.
- Use only two or three different font styles and sizes in a single printed piece
- Keep the typefaces proportional; do not stretch or skew them
- Ensure that the typeface sizes are easy to read
You may notice that the Tahoma typeface is used on Word or PowerPoint templates available on the NMSU Brand website. That allows the file you create to be shared outside NMSU or displayed on other computers — some systems don't have Gotham or Open Sans typefaces installed.
Like all elements of a brand, typefaces evolve. Minor changes such as this maintain a visual connection with the brand while providing a more modern look. With that in mind, NMSU retired the Rotis typeface in early 2017.
The NMSU logo contains the Rotis font, and that will remain. However, Rotis will no longer be used as part of any other text. See above for information about available typefaces. NMSU Marketing and Communications will no longer distribute Rotis across campus. If you have questions, or need updated materials, please contact firstname.lastname@example.org.
Header and Web Banner Typeface
- The university’s official logo and tagline on the web is "Gotham." Web site names uses "Open Sans." Colleges and central administrative units are encouraged to create site banners using the "Open Sans" typeface to maintain a consistent Web presence.
- University Web sites should use Open Sans and Helvetica typefaces for all HTML text.
Headlines (H1 – H6 Tags) and Section Headers
- HTML headlines and section headers can use any of the fonts approved for university Web sites. HTML Headlines should be bold, 700 font weight.