Typography is more than just choosing fonts — it’s a key part of your brand’s identity. Consistent, intentional typography builds trust, enhances readability and helps audiences instantly recognize who you are. From headlines to footnotes, the way words are styled shapes how your message is seen, read and remembered.
Primary Typeface
Goudy Old Style is our primary typeface, and is the typeface used in the logo wordmark. Our preferred cut of Goudy is displayed as ‘Goudy Oldstyle Std’ in font libraries, word processing and design software. The fonts are available for purchase in OpenType and TrueType formats.
Supporting Typeface
Gotham is our supporting systemwide type family. It comes in the variations of Gotham, Gotham Narrow and Gotham Condensed, making it a very versatile san-serif family.
Gotham and Goudy Old Style can be used interchangeably as the primary typeface in most branded marketing materials and UT System documents.
Typeface alternatives
Our office holds and manages licenses for Gotham and Goudy Old Style. Open-source alternatives are encouraged to be used by non-designers for presentations, letters and other materials utilizing the UT System brand. These fonts can be obtained for free and feature robust type families of weights, italics and glyphs.
| Typeface | Preferred Google Font Alternative |
|---|---|
| Gotham | Montserrat |
| Gotham Narrow / Gotham Condensed | Oswald |
| Goudy Old Style | Cormorant Garamond |