Fonts

Purdue Marketing and Media will cover the cost of brand font licenses for approved University staff. To learn more and request a license, visit the Purdue Brand Fonts product on the Purdue University Community Hub.

Champion

Champion is our primary headline typeface. It is a sans serif typeface based on designs from posters promoting boxing matches. It is optimistic, driven and confident. This typeface is most often used for headlines, short phrases and Proof Points. It comes in a variety of versatile weights that may be used together in the same sentence. Do not use lowercase letters from the Champion family.


champion Heavyweight example letter A
Champion Heavyweight
champion middleweight example letter A
Champion Middleweight
champion Lightweight example letter A
Champion Lightweight
champion featherweight example letter A
Champion Featherweight

Feels:

  • Bold
  • Driven
  • Confident

Used for:

  • Big, bold statements
  • Creating energy

Myriad Pro

Myriad Pro is a secondary sans serif typeface. It has a classic yet fresh appearance. It should be used to communicate a broad range of subjects, especially when Champion is too strong or when a subtler or more sophisticated appearance is needed.


myriad pro regular example letter A
Myriad Regular
myriad pro italic example letter A
Myriad Pro Italic
myriad pro semibold example letter A
Myriad Semibold
myriad pro bold example letter A
Myriad Bold

Feels:

  • Straightforward
  • Clear
  • Simple

Used for:

  • Non-campaign-driven headlines
  • Introductory copy
  • Lengthy body copy

Secondary Font: Chaparral Pro

Chaparral Pro is a serif typeface intended to balance the boldness of Champion and rigidity of Myriad. It is sophisticated and friendly. Use it for introductory copy and for lengthy body copy.


chaparral pro regular example letter A
Chaparral Pro Regular
chaparral pro regular example letter A
Chaparral Pro Italic
chaparral pro semibold example letter A

Chaparral Pro Semibold

chaparral pro bold example letter A
Chaparral Pro Bold

Feels:

  • Trustworthy
  • Thoughtful
  • Focused

Used for:

  • Toned-back voice
  • Visual contrast from Champion
  • Introductory copy
  • Lengthy body copy


Substitute Fonts

Substitute Font for Champion: Impact

Impact is an acceptable font when Champion is unavailable for headlines in presentations or documents. Do not use lowercase letters from the Impact family. 

Substitute Fonts for Myriad Pro: Arial

Arial may be used as a substitute for Myriad Pro in text for the Web, PowerPoint presentations and other documents.

Substitute Fonts for Chaparral Pro: Times New Roman

Times New Roman may be used as a substitute for Chaparral Pro in text for the Web, PowerPoint presentations and other documents.

Fonts for Web Usage

Purdue websites use different fonts that are more legible on screens and are readily available to web-enabled devices. The web fonts include an icon library. Details are available at the web style guide.

Type Distribution Within the Brand

Below is a spectrum to assist in determining what typeface, weight or relative size might be chosen, depending on the creative direction of a piece. When all of the characteristics of Champion, Chaparral and Myriad Pro are considered, the possibilities are endless.

diagram showing the spectrum of fonts ranging from casual and energetic to formal and elegant
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