Texas Tech Typography

I really like Tech’s recommended typography, and I especially like that the university has a pretty strict style guide to enforce its selected typography (among other design elements). As a paying student, I’d like to think my money is going to a professional institution. The selected typography, Charter and Helvetica Neue, help present a professional front to viewers of Tech’s printed and online material. It also helps Tech maintain its control over the content, organization, and design of the information provided on behalf of the university.

It works out well that Tech’s color scheme is red, black, gray, and white. These colors work well in combination and in contrast to each other. They’re all pretty strong colors alone, so together they create a fairly unified design. I also like that Tech has specified which colors are used where and when. I know style guides can be a pain, but it’s a set of rules just like anything else. All the university is trying to do is reinforce its appearance to internal and external audiences.

The font selection is good. I like the use of Charter for major headlines and some paragraphs and Helvetica Neue for subheads and body text. Both fonts are clear and easy to read, but they offer enough contrast to work well together. The choice of an oldstyle font for larger text and a sans serif for smaller text enforces the contrast while maintaining the integrity of clear type. I don’t think anyone would have a hard time reading any print or online publications using Tech’s style guide.

I also like the fact that Tech considers font replacements in some instances. Font replacements such as Times New Roman and Arial are so much more accessible than Charter and Helvetica Neue, which require purchase to use. Plus, there’s a good chance that most people would never notice the subtle differences between the two fonts unless placed side-by-side, so the replacements are logical and appropriate. They are also free and pretty standard.

It’s nice that TTU has also specified a script font for use in special occasions and for material that requires a touch of fanciness. I’ve seen Edwardian used on graduation announcements, and it’s a lot easier to read than other script fonts which almost seem TOO script. This font is used only in rare cases, but it’s essential in presenting a nice, elegant design.

What I wish Tech would consider is adding a decorative font to its style guide. There are a ton of decorative fonts to choose from, and the university wouldn’t even need to consider an outrageous font—just something a little different for fun material. Adding such a font might broaden the possibilities for Tech’s print and online documents.

Overall, I really like Tech’s typography and the considerations given to replacement fonts. I also like the fact that Tech is ensuring its identity by reinforcing the way other elements of design—such as emblems, seals, and signatures—are used so as not to give the wrong impression of the university.