Typefaces give words a tone of voice. The font chosen for a communication plays an important, if subtle, part in our identity. Communications are most effective when the content is consistent in both meaning and appearance, and brands are most effective with a consistent tone of voice that becomes familiar across many encounters.
When choosing a font for your communications, consider one that fits the personality of your design and supports the message. Within a single communication, it is recommended that no more than two different fonts be used.
This traditional serif font traces its heritage to a typeface designed in 1757 by John Baskerville whose aim was to improve legibility over older serif faces. By increasing the contrast between thick and thin strokes, and giving the letterforms a more regular shape, his design has become a classic. A research study showed that the use of the Baskerville font increased the likelihood of the reader agreeing with a statement over other typefaces: it conveys authority and intelligence.
Libre Baskerville is an updated and redrawn version of the font created by Argentinian type designer Pablo Impallari. This new version has a taller x height, which optimizes its legibility on screen, while still working beautifully in print. It is a free, open-source font, making it easily downloadable without license restrictions.
To ensure consistency, please only use the Open Type format of Libre Baskerville. In cases where it is not possible or practical to use Libre Baskerville, these fonts may be substituted: ITC New Baskerville, Baskerville Old Face, or Caslon.
Source Sans Pro
Source Sans is a humanist style sanserif font designed by Paul D. Hunt as Adobe’s first open-source typeface family. The font is available in a wide variety of weights and includes the fullest set of international characters. Source Sans is characterized by an open, upright design that is neutral and friendly. It draws inspiration from the clarity of American gothic typeface designs, but it has been simplified and enhanced to create a pleasant reading experience in both long passages and short text strings. It is optimized for both print and web applications and is highly legible at all sizes.
It is a free, open-source font, making it easily downloadable without license restrictions. In cases where it is not possible or practical to use Source Sans Pro, these fonts may be substituted: Open Sans, Calibri, or Arial.
Rockwell was designed in 1934 by Frank Hinman Pierpont and published by the Monotype Foundry. It is based upon several earlier geometric typefaces from the early 20th century, including Litho Antique distributed by a St. Louis type foundry. Slab serif fonts retain a bold, nostalgic and somewhat casual air, recalling their original use on posters and handbills. Today, this mono-weighted face is well suited to headlines and other display applications that require a confident tone. It should not be used for body text.
Rockwell is included with many desktop publishing licenses (Microsoft Office), or is available to purchase in both web and desktop versions.