Our fonts (also known as typefaces) help set our brand apart and establish a clear identity for our materials. We have various font options for different use cases, including both sans serif and serif styles.
- Sans serif fonts are cleaner and have less decoration. They have straight lines and do not include the “feet” at the end of letter strokes. A common sans serif font is Arial.
- Serif fonts have more decoration, including the “feet” at the end of each letter stroke. A common serif font is Times New Roman.
Headlines
Our headline font is Newsreader, an open-source serif inspired by classic letterforms with a modern feel — well-suited for the future of education. Its elegant, sturdy forms and angular serifs make it ideal for big, impactful headlines. Always use the static version of Newsreader rather than the variable font files to ensure consistency across size and spacing.
Newsreader is a free Google font.
All Other Copy
Aligning with the rest of the University of Minnesota identity, Neutraface Text should be used in all instances other than headlines. Neutraface is a sans serif typeface. The text figure style should be set to Proportional Lining rather than Default Figure Style to ensure numbers and punctuation appear modern and uniform. This can be adjusted in OpenType settings.
Neutraface is available for purchase from House Industries.
The thoughtful pairing of Newsreader and Neutraface is rooted in many shared characteristics, including their x-height, geometric base and similar overall forms.
Headline and Copy Examples
Typography specifications and sample copy hierarchy for Carlson School marketing content.
| FACULTY & RESEARCH | CALL‑OUT Neutraface Text Demi · All Caps · Tracking 80 |
| Our leaders are powered by passion. | HEADLINE Newsreader Light · Sentence case Leading 1.15 em · Tracking 0 |
| At the Carlson School of Management, we’re committed to redefining what it means to be a modern leader. | SUBHEAD Neutraface Text Book · Sentence case Leading 1.3 em · Tracking 0 |
| Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum consectetur scelerisque ornare. Vivamus ligula velit, tincidunt quis finibus eget, porttitor eget odio. Praesent ultricies mi elit, sed ornare dolor molestie id. Donec tincidunt placerat magna, eu fringilla dolor malesuada sit amet. Curabitur sit amet augue vitae mi faucibus rhoncus et vel nisi. Aenean mattis metus eu diam maximus congue. In efficitur diam eget orci tempus, a dignissim lacus volutpat. | BODY Neutraface Text Book · Sentence case Leading 1.4 em · Tracking 0 |
| FIGURE STYLE Proportional Lining |
| PAIRING / COMPARISON |
Print Publications
Newsreader and Neutraface should be used for print publications.
Digital Publications
For digital publications, such as web, email, Google Docs, and PowerPoint presentations, use:
- Open Sans for the sans serif typeface instead of Neutraface. Open Sans is a free Google font. Download Open Sans
- Newsreader can be used in digital publications for the serif typeface.
When Official Fonts Aren’t Available
In instances where the official Minnesota Carlson fonts are not available, such as a software program that doesn’t have those fonts available, use the following substitutes:
- Arial replaces Neutraface or Open Sans
- Georgia replaces Newsreader
Use Case | Sans Serif Version | Serif Version |
|---|---|---|
Print Publications | Neutraface Text Book & Book Italic Neutraface Text Demi & Demi Italic | Newsreader Light & Light Italic Newsreader Regular & Regular Italic |
Digital Publications | Open Sans Regular & Regular Italic Open Sans SemiBold & SemiBold Italic | Newsreader Light & Light Italic Newsreader Regular & Regular Italic |
When Official Fonts Aren’t Available | Arial Regular & Italic Arial Bold & Bold Italic | Georgia Regular & Italic Georgia Bold & Bold Italic |
Type Usage
Stacked
Stacked type with exaggerated leading may be used as a more graphic type treatment for short descriptions.
Italics
Within headlines, italics may be used for emphasis. Limit this treatment to situations that benefit from the emphasis, it does not need to be included in every headline. Italics should only appear once within a headline — ideally the first or last word, never in the middle of the statement. Italics may also be used when attributing quotes.
Alt Body
For long-form situations or when additional contrast is warranted, Newsreader may be used as body copy.
Call-Outs
Call-outs may be used as a labeling element. If used in a vertical format, the text must be rotated to read from bottom to top.
