The Missouri State University type family brings our voice to life. When it's used thoughtfully, typography is a powerful brand tool that can reflect or expand on the meaning of what's communicated. Missouri State's typography is clear, clean and flexible for a wide range of situations.
FreightText Pro, Trade Gothic, Brandon Grotesque and Calibre should be reserved largely for professional designers and units that use Adobe Creative Suite/Creative Cloud, with a focus on developing external communications for Missouri State's various audiences.
As the primary text design in the Freight series, Freight Text offers a variety of degrees of emphasis and texture. We recommend its use in setting extended sections of text.
The bold nature of Trade Gothic is best suited for use as an accent font. To ensure the reader’s experience is a positive one, use it for short phrases, callouts and subheads. A conservative use will ensure a more effective overall design.
Use Brandon Grotesque as an optional secondary accent font. This font is not recommended for alumni and donor communications.
Calibre’s contemporary feel is fitting for tertiary level text. It is easily legible and well suited for longer text.
If you use Microsoft Word, PowerPoint or other similar programs, please use the substitute font families listed here.
Using type thoughtfully is crucial to making our designs look professional. When using these typefaces, make sure to always take the time to set text to optical tracking and to manually adjust the kerning when needed. These details make us look professional and greatly improve the readability of our type. Follow these tips to make sure our typography is consistent.
Line spacing, called leading, is critical to setting professional-looking type that's easy to read. Leading should be set tight, but not too tight. With our typefaces, text generally looks best with leading set slightly looser than the default.
21 pt. type/31 pt. leading
21 pt. type/18 pt. leading
21 pt. type/23 pt. leading
A good rule of thumb is to start with leading that's two points higher than the point size of the text. This won't always be right, but leading can be adjusted most easily from there.
Correct letter spacing, called tracking, also makes the type easy to read. Outside of headlines, text should always be tracked slightly tighter than the default setting, and optical kerning should be used when it's available.