Brand Fonts

Fonts: 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 proofpoints. 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

Fonts: 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

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

Purdue University, 610 Purdue Mall, West Lafayette, IN 47907, (765) 494-4600

© 2017 Purdue University | An equal access/equal opportunity university | Copyright Complaints | Brand Toolkit | Maintained by Office of Marketing and Media

Trouble with this page? Disability-related accessibility issue? Please contact Office of Marketing and Media at online@purdue.edu.