Typefaces (fonts) are core elements of our brand identity. The University of Tennessee wordmark is set in Goudy Old Style, a serif typeface designed by Frederic Goudy and released through American Type Founders in 1915.
Our preferred cut of Goudy is displayed as ‘Goudy Oldstyle Std’ in font libraries, word processing and design software. The fonts are available for purchase in OpenType and TrueType formats.
Gotham is our supporting systemwide type family. Gotham is used for department and/or individual office or contact information, which should always appear beneath the campus, institute or college wordmark. Gotham is a sans serif typeface designed by Tobias Frere-Jones and released in 2000 through H&FJ (now known as Hoefler & Co.)
There are eight weights of Gotham, as well as Narrow and Condensed widths of the type, making it a very versatile family. Gotham desktop and web fonts are available exclusively through Hoefler & Co. UT System Communications and Marketing has purchased a limited number of licenses for designers and marketers creating official work for the UT System.
Additional Typefaces and Usage
The following are also used for headlines and paragraph text in UT System marketing and publications for variety in our typographic palette. While all UT campuses and institutes currently use Goudy and Gotham in some way, these type styles are more specific to UT System communications:
- Vinyl, a condensed, rounded sans serif display font ideal for large headlines
- Shift, a slab-serif typeface
- Sharp Grotesk, a sans-serif typeface
- ITC Legacy, a serif font suitable for long running text in books and magazines
For Use in Print and Online
| Fonts | General Business Usage | Newsletters, Brochures, Posters, Annual Reports, Invitations |
|---|---|---|
| Gotham | ✅ | All UT System documents may use Gotham as a primary and secondary typeface |
| Goudy | ✅ | Goudy is used for UT System formal documents and invitations |
| Vinyl | Limited use | Official UT System communications from the System Office of Communications and Marketing (SOCM) |
| Shift | Limited use | Official UT System communications from SOCM |
| Sharp Grotesk | Limited use | Official UT System communications from SOCM |
| Legacy | Limited use | Alumnus magazine, books, brochures |
| Georgia | ✅ | Email communications, PPT |
| Arial | ✅ | Email communications, PPT |
Preferred Google Font Alternatives
UT System Communications and Marketing holds and manages licenses of official brand fonts. Open-source alternatives are encouraged to be used by non-designers for presentations, letters, and other materials utilizing the UT brand. These fonts can be obtained for free and feature robust type families of weights, italics, and glyphs. Below are the names of these fonts and where they can be downloaded from on the web.
| Fonts | Preferred Google Font Alternative |
|---|---|
| Gotham | Montserrat |
| Gotham Condensed | Oswald |
| Goudy | Cormorant Garamond |
| Shift | Roboto Slab |