Our Typography

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.


Typefaces

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.

Primary

FreightText Pro

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.

Sample of FreightText Pro

Weights
Book
Medium
Semibold
Bold
Black
Uses
Headlines
Body copy
Platforms
Print
Web
Audiences
Best-fit Missouri State students
Campus community
Alumni and advancement
Potential community and industry partners
Influential leaders

Secondary accents

Trade Gothic

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.

Sample of Trade Gothic Bold Condensed No. 20

Weights
Bold Condensed No. 20
Uses
Callouts
Subheads
Accent phrases
Platforms
Print
Web
Audiences
Best-fit Missouri State students
Campus community
Alumni and advancement
Potential community and industry partners
Influential leaders

Brandon Grotesque

Use Brandon Grotesque as an optional secondary accent font.

Sample of Brandon Grotesque

Weights
Thin
Regular
Medium
Bold
Black
Uses
Headlines
Callouts
Subheads
Platforms
Print
Audiences
Best-fit Missouri State students
Campus community
Potential community and industry partners
Influential leaders

Tertiary body

Calibre

Calibre’s contemporary feel is fitting for tertiary level text. It is easily legible and well suited for longer text.

Sample of Calibre

Weights
Thin
Regular
Medium
Semibold
Bold
Black
Uses
Body copy
Callouts
Platforms
Print
Web
Audiences
Best-fit Missouri State students
Campus community
Alumni and advancement
Potential community and industry partners
Influential leaders

General users

If you use Microsoft Word, PowerPoint or other similar programs, please use the substitute font families listed here.

Georgia

Sample of Georgia

Weights
Regular
Italic
Bold
Bold Italic
Uses
Substitute serif

Arial

Sample of Arial

Weights
Regular
Italic
Bold
Bold Italic
Uses
Substitute sans

Impact

Sample of Impact

Weights
Regular
Uses
Substitute callouts

Usage

Using type thoughtfully is crucial to making our designs look professional. Follow these tips to make sure our typography is consistent.

Leading

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.

Leading that's too loose leaves too much pause between lines.

21 pt. type/31 pt. leading

Leading that's too tight leaves too little pause between lines.

21 pt. type/18 pt. leading

When leading is correct, the reader won't even notice.

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.

Tracking

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.

Tracking that is too loose leaves too much space between letters.

+75 tracking

Tracking that's too tight leaves too little space between letters.

-75 tracking

When tracking is correct, the reader won't even notice.

-5 tracking

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.