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Typography Guidelines

Typography is the art of arranging type in order to ensure its message is distinct, readable and appealing.

Typography plays a crucial role in the design of our brand identity. The typography in our logo can be as impactful as the graphic elements. As with imagery, typography can suggest an alternate meaning or cultural context for a brand’s identity.

  • View Typography For Print

    We encourage typographic creativity for print use cases.

    These type settings combine Willamette’s heritage branding with a bold sans serif for a modern twist. Evoking an intellectual aesthetic suitable for a premier university, the typography also offers visual texture that speaks to innovation.

    We lead with Calluna, chunky and assertive, with exaggerated serifs. The precise lines of this serif make it a modern alternative to other old-style types. Calluna combines the charm of classic design with the cleancut appeal of modernism.

    For a twist we add Alternate Gothic, a gothic sans-serif typeface designed by Morris Fuller Benton in 1903 and released through American Type Founders. It was created as a condensed version of Benton’s Franklin Gothic.

    type sample: display headline 1
       Display Headline | Calluna - Regular

    type sample: display headline 2
       Display Headline 2 | Alternative Gothic ATF - Medium

    type sample: headline 1
       Headline 1 | Alternate Gothic ATF - Medium

    type sample: headline 2
       Headline 2 | Alternate Gothic ATF - Medium

    type sample: headline 3
       Headline 3 | Alternate Gothic ATF - Medium

    type sample: body
       Body Copy | Proxima Nova - RegularEGULAR

  • View Type Hierarchy Examples

    Type ratios encourage uniform messaging across multiple applications.

    The point size examples given here were formulated for an 8.5” x 11” letterhead. These sizes are not concrete, but instead an example of ideal type hierarchy. Aim to keep these proportions relative to each other no matter the size of the application, and scale up with consistency.

    Type hierarchy example

Typeface Substitutions

Don't have access to our hero typefaces? We’ve got your back.

While it is important to have consistency in our typographic approach to information and design, we have listed at right, typefaces that are suitable backups in electronic applications.

If the Adobe type library is not available, please use the Google fonts by visiting: and search by name and install on your device, or install directly into any Google app (Docs or Slides, etc.) by clicking “more fonts” at the top of the font drop down menu.

Graphic Devices

Graphic devices create structure for creative brand expression and ensure consistency of University marketing materials.

Graphic devices can be used for structuring creative brand expression and ensuring consistency across Willamette’s marketing and branded materials.

  • View Graphic Devices

    Year Styling | Alternate Gothic ATF | Bold | Stroke/underline

    Year styling example

    Double Underline Styling

    Double underline style example

    Graphic Styling

    Graphic style example

    Framing Device

    Framing device style example

    WU Seal

    WU seal example

The Leading Edge Device

The leading edge typographic device is designed to emphasize and elevate specific content for a more engaging and dynamic layout.

Use the Leading Edge lockup for impactful content such as calls to action and declarative statements. Don’t use the Leading Edge device for utilitarian content like navigational links. Following these visual guidelines will ensure the treatment looks consistent across multiple sizes and formats.

  • View The Leading Edge Device

    Headline Typography | Calluna | Regular | All Caps | Tracking: 150

    Type example: The Leading Edge - Headline

    Italic Connector Typography | Calluna | Semibold | italic | baseline shift | Size: 60% of headline

    Type example: The Leading Edge - Italic Connector



Graphic devices should support content rather than interfere with legibility.

Follow guidelines for graphic devices to avoid brand confusion and ensure that messaging remains clear.

  • View Guardrails

    Type Guardrails: Example 1
    Not enough space between characters

    Type Guardrails: Example 2
    Too much space between characters

    Type Guardrails: Example 3
    Unless stylistically appropriate, avoid low contrast typography

    Type Guardrails: Example 4
    Unless collateral calls for it, do not use colors outside of the brand guidelines color palette

    Type Guardrails: Example 5
    Do not make all levels of hierarchy the same size or scale

    Type Guardrails: Example 6
    For brand integrity representing the University, do not use fonts outside of brand guidelines typography


Willamette University

Marketing and Communications

Willamette University
900 State Street
Salem Oregon 97301 U.S.A.
503-370-6667 voice
503-370-6153 fax