UC Santa Barbara Graphic Identity

Typography matters. It's a way to reinforce personality & tone, and to drive cohesiveness across communications.

Typography

Typography is an essential part of the UC Santa Barbara visual system. When used consistently, it unifies messaging and creates familiarity. Our full set of guidelines will help you use our typefaces for maximum legibility while reinforcing UC Santa Barbara in the eyes of our audiences. For information on obtaining either of our typefaces at no cost to your area, please email brand@ucsb.edu.

Avenir is our primary typeface. Most UC Santa Barbara communications should use Avenir, including in all body copy and subheads. The typeface is made up of multiple weights: Light, Book, Medium, Heavy, and Black. Italicized versions are also included in the family. The default weight to use is Avenir Light for body copy and Avenir Black for subheads. The supporting weights of Avenir may also be used, but usually for emphasis in smaller applications such as captions, tables, charts, and folios. In particular cases, Avenir may also be used for headlines when our secondary typeface, Produkt, is not appropriate. Title and sentence case are preferred. only use all caps in small instances such as charts, labels, and UI navigation. Type should never be altered by adding outlines, drop shadows, or effects. Always set ® and ™ as superscript.

  • Font sample: Avenir

Produkt is our secondary typeface. Produkt, primarily used in large headlines, introduces a subtle warmth that pairs well with Avenir. The typeface is made up of four weights: Thin, Extralight, Light, and Regular. The default weight to use is Produkt Light. The supporting weights of Produkt may also be used, but usually for emphasis in smaller applications such as captions, tables, charts, and folios. Title case is preferred. Only use all caps in small instances such as charts, labels, and UI navigation. Type should never be altered by adding outlines, drop shadows, or effects. Always set ® and ™ as superscript.

  • Font sample: Produkt

In cases where Avenir and Produkt are not available, Century Gothic—a standard typeface in many popular applications—should be used as a substitute. These cases may include digital applications such as HTML emails, Word documents, or digital presentations (such as PowerPoint) that cannot embed fonts. There are two preferred weights for Century Gothic, each with an italic version: Regular and Bold. The default weight to use is Century Gothic Regular for body copy and the Bold weight for headlines. The Bold weight of Century Gothic may also be used for emphasis in smaller applications such as subheads captions, tables, charts, and folios.

  • Font sample: Century Gothic