Just like logos and colors, consistent typography is part of the foundation for a successful visual brand. A flexible and coordinated system of serif and sans serif fonts are available as part of UNCG’s core brand elements and, when used appropriately, these typefaces can meet the design needs of many different kinds of marketing and communication materials, in print and online.

Trade Gothic Bold Condensed No. 20

The sans-serif font Trade Gothic Bold Condensed No. 20 has been selected as the headline and display font for our brand standards. Strong and assured, Trade Gothic makes a distinctive statement and provides structure and focus in a design.

Trade Gothic

Always use Trade Gothic Bold Condensed for headlines that express the “Why” and “How” ideas in the “Why-How-What” Strategy. Set it in all caps and at a ratio of at least triple the size of the body copy in the layout. Use “Why” and “How” headlines with black & white photography and print your headline over the photo in either black or reversed to white, depending on which is most legible. No special kerning is required, but a soft, subtle drop shadow might be helpful to improve readability. See sample below.

drop shadow example for headlines

Trade Gothic Bold Condensed No. 20 is not limited to headlines and may be used for subheads, quotes, and numbers in a list. It looks great in charts and graphs.

If you do not have Trade Gothic Bold Condensed No. 20 on your computer, request it here.


In addition to Trade Gothic, the serif font Georgia may be used for headlines that require a more traditional treatment. Examples might be a story or news headline, a department or event name, or the header of a web site. Georgia is a standard system font and should be installed on your university workstation.

Georgia regular, italic, bold or bold italic may also be used for subheads, callouts and other subordinate type treatments.

The UNCG tagline Do something bigger altogether is set in Georgia bold italic and is displayed within the yellow or white pennant graphic. For consistency, do not recreate the tagline artwork. The tagline pennant is available for download here.

Georgia font

Body copy

The serif font Palatino (Mac) or Book Antiqua (PC) will remain our primary font for body copy in print.

Palatino font

As a sans-serif alternative to Palatino, the recommended font is Helvetica or Arial. This font’s main function is to highlight selected information such as in sidebar copy, cutlines and credits. Because of its readability and standard installation as a computer system font, Helvetica or Arial is also the preferred font for body copy on the web and in electronic communications. See web fonts.

Body copy is defined as text of three or more paragraphs in length. In most marketing and communication materials, body copy should be set flush left and have a minimum of 2-4 ratio for leading, such as 10/12.

Trade Gothic Font Request

This form must be filled out for *EACH* computer the font will be installed on.

Error: Embedded data could not be displayed.