Typography
When it’s used thoughtfully, typography becomes a powerful brand tool that can add visual meaning to what is communicated. Virginia Tech’s typography communicates clearly and cleanly and is flexible for a wide range of uses.
The flexibility of the Virginia Tech type system comes from using Acherus Grotesque as the primary type family. It offers a wide variety of weights and pairs well with both Crimson Text and Gineso Condensed. Each type family plays a particular role in our visual language, outlined on the subsequent pages. Keep in mind that although there are guidelines for each typeface; individual communications and cases ultimately drive how type is used to ensure legibility. Legibility should always be the primary consideration in selecting type for any design
Primary Typefaces
Acherus Grotesque
Acherus Grotesque is the primary type family for the Virginia Tech brand. It has 14 styles and is based on geometric forms. Acherus Grotesque should be used in most cases for headlines, sub-headlines, quotes, and callouts.
Crimson Text
Crimson Text is reserved primarily for body copy and where the most formal mood needs to be expressed. Crimson Text is inspired by classical, old-style typefaces of the late Renaissance, a period of elegant, beautiful, and highly readable type designs. Crimson Text has aesthetic and functional qualities that make text highly readable, with excellent flexibility and typographic control, whether for lengthy text or display settings. It is a Google font, which makes it easy to load for web and easy to install on desktop.
Using Type
To help determine which fonts work best, you should always think about the intended usage and audience of your communication. The traits listed on the grid below serve as a guiding framework.
2 dimensional grid with 'reserved' and 'vibrant' on the ends of the x-axis and 'formal' to 'casual' on y-axis with the various fonta places on the plane according to their intended use.
Combining Fonts & Examples
Example 01: Photo Collage
This spread combines a photo collage, illustration, secondary colors, and type to tell a story. When using all of the elements together, it’s important to maintain enough clear white space to express the sophistication of the brand. Also, when using a photo collage, a combination of photographic styles is preferred.
ELEMENTS USED
Color
Burnt Orange, Chicago Maroon, Yardline White, and Hokie Stone
Typography
Acherus Grotesque and Gineso Condensed
Photography
In the moment, portrait and detail
Design Elements
Corner anchor, and basic photo collage
Example 02: Displaying Data
This example shows how to display multiple data points and their relationship using colors to communicate the data in an elegant way.
ELEMENTS USED
Color
Chicago Maroon, Burnt Orange, and Yardline White
Typography
Acherus Grotesque Medium
Design Elements
Knockout box, illustration, detail lines, and square dots
Example 03: Photographic
This example combines photography with clean, simple type for a compelling full-bleed opening or pacing spread. The type should always work with the photo and be placed where it will be legible.
ELEMENTS USED
Color
Burnt Orange, Chicago Maroon, Yardline White, and Hokie Stone
Typography
Acherus Grotesque and Gineso Condensed
Photography
Point of view
Design Elements
Knockout box and detail lines
Example 04: Structural
This example shows how you can create a focused spread using the angled photo container and other graphic elements.
ELEMENTS USED
Color
Burnt Orange, Chicago Maroon, Yardline White, and Skipper Smoke
Typography
Acherus Grotesque
Photography
Portrait
Design Elements
Detail lines, diagonal photographic container, modified grid
Text Anchors
Diagonal Text Anchor
The diagonal text anchor can be used either with a single headline or in combination with a headline and body copy. Please follow the proportion guidelines above to maintain consistency.
Corner Text Anchor
The corner text anchor can be used either with a single headline or in combination with a headline and subhead. Please follow the proportion guidelines above to maintain consistency.
Download Assets
Visit the Downloads page for other brand assets and downloads