Brand Fonts
George Mason University’s font system is designed to ensure clarity, accessibility, and consistency in digital, print, and environmental applications. Using these fonts as directed helps maintain a cohesive and recognizable George Mason University brand.
Primary Fonts
Primary fonts are the foundation of our typographic system and should be used consistently across all communications. They establish a clear, cohesive look for the brand and ensure readability at every scale, from headlines to disclaimer copy. These fonts are designed to perform across a wide range of applications, making them the default choice for both print and digital use.
Web and Digital Fonts
Print Fonts
Secondary Fonts
Secondary fonts play a supporting role in our typographic system—they are not a replacement for our primary fonts, but a tool for adding emphasis and visual interest. Often referred to as display fonts, they are best used sparingly in callouts, pull quotes, or short bursts of copy where a distinctive voice can enhance the message. To maintain clarity and consistency, secondary fonts should never be used for body text or extended passages, and should not appear at sizes below 12pt on print materials or 20px on digital materials. Used thoughtfully, they help create hierarchy and personality without compromising readability or brand cohesion.
Secondary Fonts
- Formal script: Great Vibes
- Informal script: Dancing Script
- Handwriting: Caveat
Alternative Fonts
If the fonts listed are not available in a program or application you are using, please reach out to the Office of University Branding at GMUBrand@gmu.edu for additional guidance.
Canva
Users with Pro and Education accounts can add custom brand fonts. Otherwise, substitute with these fonts.
- Headlines, callouts, large text: Poppins
- Body copy, sans serif: Poppins
- Body copy, serif: Noto Serif
- Captions, small print, disclaimers: Poppins
Microsoft Office
- Headlines, callouts, large text: Franklin Gothic
- Body copy, sans serif: Franklin Gothic
- Body copy, serif: Cambria
- Captions, small print, disclaimers: Franklin Gothic
Signage and Wayfinding
Frutiger is approved for use in signs, plaques, and other environmental uses.
Secondary fonts should not be used on permanent or long-term university signage. This includes any application intended to provide consistent identification or navigation over time, such as environmental graphics, wayfinding, or space identification. In these contexts, primary fonts must be used to ensure clarity, legibility, and a cohesive, durable brand presence across campus.
Typography Guidance
Things to Prioritize
- Legibility for all is our priority. Use font sizes, weights, and colors to help a reader navigate the layout. Follow the color guidelines for text to ensure accessibility.
- Choose the right size. Set body text at a readable size.
- Design for readability. Maintain strong contrast between text color and background color. Adjust kerning and spacing in large copy to improve readability.
- Establish hierarchy. Use font size, weight, and color to clearly signal what matters most and to clearly separate ideas.
Things to Avoid
- Don't set large passages of text or cursive type in all capital letters.
- Don't use decorative effects on type (shadow, glow, etc.)
- Wherever possible on web, email, and other digital platforms, don't turn text into an image. Use live type instead, which allows greater accessibility.