Keele brand guidelines March 2021 | Page 28

02 Visual identity | Our typography Back to table of contents
For further guidance regarding capitalisation please refer to keele . ac . uk / caps

02 Visual identity | Our typography Back to table of contents

28 typography

OUR

The key to typography is arranging letters or text in a way that makes copy not only legible but clear and visually appealing .
We use a blend of serif and sans serif fonts to really get across the heritage and authentic side of our brand whilst maintaining our bold and modern aspirations .
This is also reflected in our letter casing , for example by limiting use of uppercase copy in order to present a more elegant and confident image .
Slot text in spaces
Use a mixture of our fonts in Title or uppercase
OUR RESEARCH

challengesview the

Always kern large headlines and use font size to emphasise keywords
Use italics for text or certain words

the way we world
Have fun and be creative
A TELESCOPE USED BY

Einstein .

FIND OUT MORE
THIS IS KEELE

Using italics

You should emphasise the keywords in marketing copy by italicising them , in order to make clear to the audience what we ’ re trying to convey . For example :
Postgraduate courses starting in January . Join a University that cares about the climate . Britain ’ s biggest campus .

Type cases

Title case : The First Letter of Every Word is Capitalised Except Connectives
Lower case : all words are written in lower case regardless of placement or structure
Upper case : EVERY CHARACTER IS CAPITALISED
Sentence case : The first word in every sentence is capitalised

Further guidance

For further guidance regarding capitalisation please refer to keele . ac . uk / caps

For type accessibilty please refer to page 26 .