Darden article page with different fonts

Brand Essentials

Darden Brand - Brand Essentials - Fonts

Fonts

Our words carry weight and so does our typography. Darden recommends different fonts for different platforms and projects, and we ask our internal community and vendors to use the following brand fonts:

  • For formal collateral: Franklin Gothic and Adobe Caslon. Both require a license and are not available on most computers. Vendors who wish to do work for Darden must obtain the licenses on their own.
  • For email: Arial and Aptos, readily available from the Microsoft Office Suite
  • For PowerPoint: Arial and Times New Roman, readily available from the Microsoft Office Suite
  • For e-newsletters: Arial and Georgia, readily available from the Microsoft Office Suite 

 More information on the fonts is listed below.

Primary Fonts for Formal Collateral

Darden primary fonts, Franklin Gothic and Adobe Caslon, are used by graphic and web designers in creating digital and print collateral for the School. Both require a license.

Franklin Gothic

Book, Medium, Demi, Heavy, Italic, Demi Italic

ITC Franklin Gothic is a popular sans-serif font suitable for a variety of uses. It is available in regular, compressed and condensed weights. Franklin Gothic is the primary typeface for both headlines and body copy in marketing materials. 

 

Adobe Caslon

Regular, Italic, Semibold, Semibold Italic, Bold, Bold Italic

Adobe Caslon Pro is a serif font, often cited as the first original typeface of English origin. It was used in many historical documents, including the Declaration of Independence, authored by UVA’s founder, Thomas Jefferson. Caslon is a versatile font with short ascenders and descenders. Adobe Caslon is typically used in body copy, set to a 20-point tracking value. 

Adobe Caslon Pro Regular is primarily used for body and supporting copy.

 

Microsoft Office Suite Fonts

Arial

Regular, Italic, Bold, Bold Italic

 

Arial is a sans-serif font available on Microsoft Office applications. Use this font for headlines.

Times New Roman

Regular, Italic, Bold, Bold Italic

 

Times New Roman is a serif font available on Microsoft Office applications. Use this font for body copy.

 

E-Newsletter Fonts

Arial

Regular, Italic, Bold, Bold Italic

 

For Darden e-newsletters, use the sans-serif font, Arial, for headlines.

Georgia

Regular, Italic, Bold, Bold Italic

 

For Darden e-newsletters, use the serif font, Georgia, for body copy.