Typography

typography example

Our communications use three typefaces that work together to bring our story to life. They each have their own strengths, so use the following section to guide your typographic choices.

Obviously

Obviously is a sans serif typeface with lots of personality. By choosing from its several different weights, we can turn the volume up or down for headlines. It’s suitable for applications where bold visual impact is desired.

Obviously typeface, shown in regular, medium, semibold, bold and black

Obviously typeface, shown in regular, medium, semibold, bold and black.

Uses:

  • Headlines
  • Subheads
  • Impact words

Tracking:

Between –20 and –40
(Use your judgment to adjust for the specific context.)

Kerning:

Optical

Case:

All caps
Sentence case (occasionally)

Theinhardt

Theinhardt is the workhorse of our brand. It can be used for big moments like a headline or for longer-form writing. With its clean letterforms, it’s accessible and easy to read at different scales.

Theinhardt typeface, shown in regular, medium and bold

Use Theinhardt Medium for subheads. The preferred colors are Navy Pier Blue, Fire Engine Red or Steel Gray.

Uses:

  • Headlines
  • Subheads
  • Callouts
  • Body copy

Tracking:

Between 0 and –20

Kerning:

Optical

Case:

Sentence case (typically)
All caps (occasionally)

To receive a copy of Theinhardt, use the Marketing Project Request Form. Rights are granted to install the font on one machine at a time. Theinhardt is a licensed font. Any distribution of this font outside the university is strictly prohibited.

Pitch Sans

Pitch Sans is a typeface that feels tactile and immediate. It’s a synthesis of digital and analog forms that evokes typewritten text. We use it as an accent to support our two main typefaces.

Pitch Sans typeface shown in regular, medium, semibold, bold, regular italic, medium italic, semibold italic, bold italic

Pitch Sans typeface shown in regular, medium, semibold, bold, regular italic, medium italic, semibold italic and bold italic.

Uses:

  • Eyebrows and footers
  • Introductions
  • Calls to action
  • Body copy

Tracking:

Between 0 and –20

Kerning:

Optical

Case:

Sentence case
All caps (occasionally)

Typesetting examples

Typesetting examples using lorem ipsum

Examples for how we combine our different font families to establish a clear information hierarchy.

Headline

Obviously Black
All caps
Size: 74 points
Leading: 72 points
Tracking: –10

Subhead

Theinhardt Medium
Size: 44 points
Leading: 45 points
Tracking: –10

Lead-in or pull quote

Pitch Sans Medium
Size: 29 points
Leading: 32 points
Tracking: –10

Body copy

Theinhardt Regular
Size: 21 points
Leading: 25 points
Tracking: –10

Callout

Theinhardt Bold
Size: 24 points
Leading: 25 points

Type with graphics

Examples of using type with graphics:

Everyone should have the opportunity to author their own future

Headline
Obviously Semibold
Size: 43 points
Tracking: –20

Headline line 2
Theinhardt Regular
Size: 21 points
Tracking: 110

Echoes: Making the next generation of greats known, Issue 04

Headline
Obviously Bold
Size: 97 points
Tracking: –25

Subhead
Theinhardt Bold
Size: 25 points
Tracking: 0

Badge
Theinhardt Regular
Size: 18 points
Tracking: –20

Let it be known. Amplifying excellence and expertise. Your story fuels a thousand more.

Pitch Sans Bold
Size: 32 points
Tracking: 0

Listen. Solve. Amplify.

Subhead
Theinhardt Bold
Size: 23 points
Tracking: 0

Headline
Obviously Bold
Size: 94 points
Tracking: 0

Move with circle image of young woman in place of the letter

Headline
Obviously Black
Size:136 points
Tracking: 0

Alternate system fonts

Sometimes our preferred fonts aren’t available. In those cases, use the alternatives shown here. All of the alternative typefaces are available for free via Google Fonts, which you can download and install into Microsoft programs.