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Typography

Typography Philosophy

Philosophy

We offer four approved fonts—Quadon, Titling Gothic, Gentona, and Arnhem Pro—that allow for creative expression of our brand personality in ways that are appropriate for our diverse audiences and goals.

Contact your divisional communications office for access to university fonts.

Quadon

Quadon

Quadon is the signature typeface for the JHU brand as it expresses the university’s personality in a distinctive manner. It is collegiate, yet current.

Quadon is strongest in display and impact applications, especially when the university’s personality needs to be expressed. It also may be used in headlines, subheads, and limited body copy applications.

It is available in a variety of approved weights and formats.

Fallback: Tahoma

Gentona

Gentona

Gentona, a sans serif font with a close typographic relationship to Quadon, is a body copy font that may also be used in headlines and subheads when Quadon is too casual for the communication or audience.

Gentona and Quadon have similar ascender, descender, and x-heights. Both rely on simple geometric shapes and feature similar details that define their personality, like the floating tail on the capital “Q.”

Gentona is best used in situations where simplicity and legibility are paramount. It works best in body copy and headline applications, and reproduces well at small sizes.

Fallback: Tahoma

Arnhem Pro

Arnhem Pro

Arnhem is a serif font best suited for body copy but can be used for headlines, subheads, and typographic accents that require a traditional look. Use in all-caps is not recommended.

Fallback: Georgia

Titling Gothic
Titling Gothic

Titling Gothic

Titling Gothic is our impact font. It is best suited for headlines and should be used only in all caps and in short lines and phrases (between 10 and 15 words). Very limited use is recommended for maximum impact. As Titling Gothic and Quadon both act as impact typefaces, Quadon must always be used in a secondary role when Titling Gothic takes the lead to maintain the typographic representation of the brand.

Fallback: Tahoma

Font pairings

Establishing font pairings will help create greater visual consistency across all university communications.

Viewers will begin to connect each typeface with a specific meaning. Quadon is very likely to be delivering brand messaging, while Gentona or Arnhem could be delivering more utility-focused information.

Font pairings: Quadon & Gentona

Font pairings: Quadon & Gentona

This is the recommended, default font pairing for all JHU communications. Other variations may be used to exhibit different aspects of the university’s brand characteristics.

Use Quadon for display, large headline, and typographic accents. Gentona is primarily used for body copy but is also used for smaller subheads and informational details.

Font pairing: Quadon, Gentona, & Arnhem

Font pairings: Quadon, Gentona & Arnhem

A variation on the default pairing. The addition of Arnhem Pro gives the typography a more traditional, sophisticated feel. This pairing works well for long-form storytelling.

Uses Quadon for display, large headlines, and typographic accents. Gentona is used for smaller subheads and informational details. Arnhem is primarily used for body copy.

Font pairings: Titling, Quadon, & Gentona

Font pairings: Titling, Quadon & Gentona

A punchier variation of the default pairing. Titling Gothic adds impact and draws the user’s attention, while Quadon is featured in a supporting role in key design elements to maintain the typographic representation of the JHU brand.

Use Titling Gothic for display or largest headline. Quadon is used for large headlines and typographic accents. Gentona is primarily used for body copy but is also used for smaller subheads and informational details.

Font pairing: Titling, Quadon, Gentona, & Arnhem

Font pairings: Titling, Quadon, Gentona & Arnhem

The most complicated and delicate font pairing. Titling Gothic adds impact and draws the user’s attention, while Quadon is featured in a supporting role in key design elements to maintain the typographic representation of the JHU brand. Arnhem lends traditional feel. Clear and consistent typographic hierarchy is key.

This combination can come across as busy or messy if used incorrectly. Use Titling for display or largest headline. Quadon is used for large headlines and typographic accents. Gentona is used for smaller subheads and informational details. Arnhem is primarily used for body copy.

Exception: Type as art

In instances where a typeface becomes part of an illustration, a font other than Quadon, Titling Gothic, Gentona, or Arnhem Pro may be appropriate.

Typography exception

Exception: Technical limitations

There will be instances where the JHU brand fonts cannot be utilized because of technical limitations or restrictions. An example of this limitation is an HTML email in which attempts to include the brand fonts will likely fail. In these situations, Tahoma and Georgia should be used.

Exception: Business communications

The guidelines for typography are intended for marketing communications, such as advertising, brochures, magazines, and websites. Routine business communications need not to adhere to font guidelines. Examples of such documents include grant applications, internal reports, and memos. In these situations, Tahoma and Georgia should be used.

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Refer to guidelines for correct usage