Fonts
Typefaces – or fonts – play a subconscious, yet important role in brand identity. The Wharton brand utilizes certain font families consistently to maintain its identity.
Wharton Brand Fonts
Use of Standard Fonts
The font combination of serif header / sans serif body copy is the recommended Wharton standard for all communications (except correspondence). Titles / headers are set in all caps only.
A sans serif font may also be used for subheads and subtitles.
Example:
Serif Fonts
| Adobe Garamond (Regular, Semibold and Expert) |
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| ITC Stone Serif (Medium; all caps only) |
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| Transitional 521 (Alt and Cursive) |
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Sans Serif Fonts
| Helvetica Neue (Light, Regular/Roman and Bold) |
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| Helvetica Neue Condensed (Light, Regular/Roman and Bold) |
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Serif fonts have semi-structural details on the ends of some of the strokes. Sans serif fonts do not have the serif features at the end of strokes. System fonts may include both serif and sans serif fonts.
Computer (Default) Fonts
System Fonts
This option provides flexibility for workstations equipped only with system fonts, and it is suitable for day-to-day office presentations.
| Arial (Regular and Bold — for online or print use to replace unavailable brand sans serif fonts) |
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| Helvetica (Regular and Bold — for online or print use to replace unavailable brand sans serif fonts) |
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| Times (Regular and Bold — for print use to replace unavailable brand serif fonts) |
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| Garamond (Regular and Bold — for print use to replace unavailable brand serif fonts) |
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System Fonts for Correspondence
Times or Garamond is easy on the eyes, which increases legibility of larger text blocks. These system serif fonts are recommended for paper correspondence and other printed materials.
System Fonts for Online and Web
Fonts used on-screen appear differently than on paper, especially at smaller sizes where legibility degrades. Helvetica or Arial is ideal for online presentation, and are recommended as default fonts.
Visit any Wharton websites (e.g. the Wharton School and Wharton MBA) to review usage. Also, all websites designed using Wharton's content management system (CMS) are defaulted to Arial. For further information on website design and CMS, see Web Tools.
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