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Thursday, Dec 18, 2014

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Renea Morris

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Branding OHIO through type


True or False. A font is the same as typeface.

If you answered false, you are correct.

The distinction between font and typeface (type) is that a font designates a specific member of a type family such as boldface or italic, while type designates a consistent visual appearance or style. See the example below:

Type: Arial

Arial         Arial

Fonts: Bold and Italic

Type is probably not something you think about often. But when expressing a brand, a type aids in the identity and reliance you have with that particular brand. For example, when thinking about brands such as Coca-Cola, Disney, and McDonald’s, the familiarity and associated emotions you have with these brands are based in part, on deliberate decisions that were made regarding the consistent use of a distinguishing type. By doing this, the type becomes a subtle reminder to the audience of whom that particular product or service belongs to.

Ohio University has this same idea with our brand. We’ve adopted Galliard and Frutiger to be used across all spectrums. Headlines and visual graphics will deviate from these as warranted, but for the main make up of communications we adhere to these types.

Most types carry copyrights, which make it unlawful to share them. In an effort to give everyone at Ohio University access to Galliard and Frutiger, the Office of Information Technology has purchased a multiple site license for use on University machines in both PC and MAC formats. The types Galliard and Frutiger can be found in several fonts at: www.ohio.edu/oit/techdepot/software/software-detail.cfm?customel_datapageid_1746007=1786888

Source: Wikipedia