Typography

Decorative graphic for communication

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.

Using type - Grid

Combining Fonts & Examples

Example 01: Photo Collage

Use of typography in a photo collage layout example

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

Use of typography in a layout example for 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

Use of typography in a photographic layout example

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

Use of typography in n example for structural layout

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