Typography

Fonts are carefully designed to convey a personality, and these were chosen to convey Clemson’s personality. Some are formal, some casual, some bold and some elegant. All convey a different side of the Clemson brand and should be used as carefully as any other element of design.

Brand fonts are available to campus communicators who are producing marketing and promotional collateral. Contact Dale Cochran at 864-640-3439 or kcochra@clemson.edu. Alternatively, purchase links are included below.


Primary serif typeface

Tiempos

Our primary serif typeface looks editorial yet fresh. This typeface proved itself to be a solid embodiment of the Clemson dichotomy – traditional yet modern and innovative. Offering a wide range of faces, particularly in its text set, it is more legible than past typefaces, including Goudy. Its “fine” set of styles offer sharp serifs and high contrast, adding to the legibility.

Preview of Tiempos, Clemson University, South Carolina

Tiempos
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Primary sans serif typeface

Trade Gothic Next LT

The primary sans serif typeface provides more diversity in an existing font. Clemson already has invested heavily in the use of Trade Gothic. This new, refined version adds some additional styles and weights to the family of fonts already in use campuswide. A “draftsman” font, this mechanical, tactile and architectural font fits Clemson’s work ethic, serving as the humble, perhaps more blue-collar font of our font family.

Preview of Trade Gothic Next LT, Clemson University, South Carolina

Trade Gothic Next LT
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Secondary sans serif typeface

Biotif

An alternate sans serif typeface, Biotif presents as a slightly more rounded geometric sans serif and has a particularly modern and cutting-edge aesthetic to it and presents as the most dramatic change to our typeface family. Biotif feels modern and innovative; it looks toward future discovery rather than past achievements and experiences, embodying Clemson’s goal to be a top research institute solving global problems.

Preview of Biotif, Clemson University, South Carolina

Biotif
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Custom Typefaces

OLD HALL SLAB SERIF

There are times when the need for form eclipses function. This custom display typeface, developed by Clemson University Relations, mirrors the architectural lettering found on historic campus buildings. It offers a nod to our distinguished history while lending a distinctive look within our brand font family.



PAW HAMMER

Developed for Clemson Athletics, this typeface has a bold and powerful aesthetic. Use of Paw Hammer is primarily intended for use in athletic contexts and should only be used for headlines and text with limited characters.

Preview of PAW HAMMER, Clemson University, South Carolina

PAW HAMMER



Body text

The legibility and consistency of our body text and its ability to pair with our primary and alternate fonts denote this font family, selected for the new brand.

Hoefler Text

Largely designed to optimize long-form copy to make legible and comfortable for the reader, Hoefler Text identifies as an industry standard serif for body text, and its form identifies as a classic, Roman serif face for use in long-form print and on the web.

Preview of Hoefler Text, Clemson University, South Carolina

Hoefler Text
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Goudy Old Style

The “legacy” font of Clemson, Goudy has been used for many years and is most associated with the brand because of its role in the logo. Should be used exclusively for high-level institutional communications and presidential use.

Preview of Goudy Old Style, Clemson University, South Carolina

Goudy Old Style
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Scripts

These fonts should be used contextually, either for formal or decorative purposes, and not heavily used in branding applications. Relation or Bickman might be considered as accents for display text, ornamental or embellishment purposes, and they are free and available through Clemson’s Adobe fonts CC license.

Relation Script



Turbindao Font



Bickham Script



Nautica Font