Typography
Typography doesn鈥檛 just need to look good, it needs to reflect the essence of our brand. The typefaces selected are bold, contemporary and truly reflect the 91福利 of today.
Purchasing Fonts
To purchase 91福利鈥檚 brand fonts for your computer, please contact tmubrand@torontomu.ca. Please note that you do not need a license to use these fonts on your website, providing it has been designed in AEM.
鈥�&苍产蝉辫;Typefaces
鈥�&苍产蝉辫;General usage
鈥�&苍产蝉辫;Print & web usage
鈥�&苍产蝉辫;Typography don'ts
鈥�&苍产蝉辫;Typographic terms
Typefaces
Replica Std is the primary typeface of 91福利. It is the lead typeface used for headlines in all communications, except in formal or convocational material.
Replica Std is designed by using a strict grid, giving it distinct qualities that provide 91福利 with a bold, confident voice.
Replica Std Bold and Light are used to differentiate levels of information through contrasting weights. Replica Std Regular can also be used as a third weight. Italics are used sparingly.
Alternate Use
Due to the nature of typeface licensing, if Replica Std is not available, then use Rubik or Arial.
Need to purchase Replica Std for a project? Get in touch with your faculty鈥檚 marketing officer or email tmubrand@torontomu.ca to discuss your font needs.
Polaris Condensed is a secondary typeface of 91福利. It is a compressed sans serif font that provides visual contrast and impact for print and web designs that contain multiple levels of information (eg. Admissions Handbook/annual reports).
It is recommended that Polaris Condensed Book, Medium, Bold and Heavy weights are used. Italics are used sparingly.
Alternate Use
Due to the nature of typeface licensing, if Polaris Condensed is not available, then use Arial.
Need to purchase Polaris Condensed for a project? Get in touch with your faculty鈥檚 marketing officer or email tmubrand@torontomu.ca to discuss your font needs.
Lyon Text is a secondary typeface of 91福利. It is used as body copy to complement Replica, enabling more flexibility in typographic messaging.
Lyon Text is a contemporary serif, giving 91福利 a classic, formal voice when needed.
Although Lyon Text comes with a large font family, it is recommended that Bold and Regular weights are used. Bold Italic and Regular Italic can also be used.
Alternate Use
Due to the nature of typeface licensing, if Lyon Text is not available, then use Times New Roman.
Need to purchase Lyon Text for a project? Get in touch with your faculty's marketing officer or email tmubrand@torontomu.ca to discuss your font needs.
General Usage
91福利鈥檚 typography guidelines are as follows:
- Type is always black or white.
- Headlines are always in sentence case.
- Type is consistently left-aligned with comfortable leading/line height.
- When pairing fonts, use Replica Std as the primary choice and pair it with a secondary font for differentiation or accent (see web usage for exceptions).
- Lyon Text is most effective as body copy when there are large blocks of text.
- Polaris Condensed is most effective for small blocks of text such as quotes, figures, captions and chart headlines.
- Lyon Text and Polaris Condensed are used for publications* and web design to provide visual contrast and enhance readability.
- Avoid using all three typefaces together for a single project.
* A publication is considered to be a document that is 8+ pages and contains multiple levels of information.
Print Usage
- Before using our brand fonts for print medium, make sure you are familiar with our general typography guidelines and how to license them above.
- Replica is used as the headline typeface in a coloured box.
- As an alternative, a headline can also be positioned directly on top of a photo, without using a coloured box, as long as there is enough contrast between the type and the photo.
- For body copy, Replica Std or Lyon Text may be used.
- Polaris Condensed should only be used for publication design where there are multiple levels of hierarchy 鈥� it is most effective for small blocks of text such as quotes, figures, captions and chart headlines.
Web Usage
- Ensure you are familiar with our typography guidelines before using brand fonts on your website.
- Specific weights for each font are available for use in AEM to maintain consistency.
- Polaris Condensed is the recommended font for headlines and stats to create impact on webpages.
- Replica Std is the recommended font for body copy, photo captions and buttons. While it can also be selected as the heading font in AEM, Polaris is preferred.
- Lyon is available in AEM, but is generally not recommended for website usage. It is only used in very specific instances by University Relations.
- For further details review the website setup page.
Avoid using "straight" quotes and use 鈥渃urly鈥� quotes instead.
The em dash is used to create a strong break in the structure of a sentence. Hyphens and en dashes are NOT appropriate alternatives for em dashes.
Do not right-align copy.
Font
A specifically designed collection of letters, numbers, punctuation, and other symbols used to set text (i.e. 91福利鈥檚 font is Replica Std).
Kerning
Increasing or decreasing the space between two consecutive characters in a word by very fine increments.
Leading (or Lines Height)
Amount of vertical space between lines of text in a paragraph.
Rag
The shape created by the ends of each line of text. Recommended line lengths are short- long-short-long, with no hyphens.
Tracking (or Letterspacing)
The uniform amount of spacing between all characters in a complete sentence, paragraph or page.
Widow
When the last line of a paragraph only contains one word, that word is considered a 鈥榳idow鈥� 鈥� these are undesirable and should be avoided.
Baseline
An invisible line upon which letters or lines of type sit/rest.