Typography is a powerful part of the Mizzou brand, transforming your message into something visually impactful. It’s more than letters on a page, our fonts can be tuned to resonate with different audiences, which means that whether you are recruiting prospective students or engaging with alumni, you can leverage the versatility of our brand fonts to create compelling, audience-specific communications that embody the Mizzou brand.
Before using the brand fonts, familiarize yourself with these guidelines and best practices. If you have questions about typography or curating for your audience, please contact identity@missouri.edu.
Jump To
Key Typography Terms | Brand Fonts & Guidelines | Font Pairings by Audience | Identity Fonts | Web Fonts
Brand Font Licenses
Consistency is key! It’s important to use brand fonts or the approved alternates when communicating with our internal and external audiences. By filling out the font request form, you will be assigned one of the approved font packages to your university-provided computer.
Students, freelance designers and vendors on contract with Mizzou are required to purchase their own license of the current brand fonts.
Key Typography Terms
Leading
The space between lines is called leading and is a critical part of making type look professional and easy to read. Refer to each brand font for leading guidance.
Tracking
Tracking refers to the space between all letters in a word. Adjusting tracking is usually done to fill a space or make a word appear more airy or important.
Only adjust tracking if it is specifically mentioned in the brand font guidelines and best practices. For an example of tracking, view the high-level events and celebration examples.
Kerning
Kerning refers to the space between two letters. Adjusting kerning is often done to help with readability of a word at specific font sizes. Only adjust kerning if you are a professional designer.
Typographic Hierarchy
Typographic hierarchy is how the reader knows which information to focus on first and what to focus on next by using distinct headlines, subheads and body text. This allows the eye to flow from the most important information to the supporting points and beyond.
Hierarchy is achieved by using multiple typefaces, cases (upper/lower/sentence/title), font sizes, font weights, and the position and alignment of information.
Refer to the brand font guidelines, best practices and audience examples for additional examples and guidance on typographic hierarchy.
Brand Fonts & Guidelines
Manuka
Manuka is a condensed sans-serif. While there is a whole family of font styles for Manuka, the Mizzou brand only uses Manuka Black, Bold, Medium and Regular.
Use Manuka for:
- Mastheads
- Headlines
- Statistics and numbers
Do not use Manuka for:
- Body copy
- Captions
- Contact information
(URLs, phone numbers, email addresses)
Manuka Guidelines & Best Practices
MINIMUM SIZE
Stay at or above 30 pt font size for legibility.
CASE
Manuka may be used in all-caps, title case or sentence case.
LEADING
Manuka’s leading should always be equal to the space between words.
NUMBERS & IDENTIFIERS
Use Manuka for numbers. The identifier should be in Martina Plantijn, Social or Gotham, never Manuka.
ACCESSIBILITY | COLOR
Do not use Manuka in gold on white backgrounds or in white on gold backgrounds.
ACCESSIBILITY | STROKES
Do not add a stroke around Manuka in any color combination. Adding a stroke does not make text accessible.
Manuka Alternate
Morganite may be used in place of Manuka and is part of the alternative font package. All guidelines and best practices for Manuka should be followed when using Morganite.
Martina Plantijn
Martina Plantijn is a serif font with multiple weights that help create hierarchy and balance within layouts.
Use Martina Plantijn for:
- Headlines
- Subheads
- Body copy
- Pull quotes
- Captions
- Contact info
(URLs, phone numbers, email addresses)
Martina Plantijn Guidelines & Best Practices
CASE
Use in sentence and title case. Use lowercase for URLs. Do not use Martina Plantijn in all-caps.
MINIMUM SIZE
Martina Plantijn should be 9 points or larger. Keep body copy between 9-11 pt.
BODY COPY LEADING
Leading should be 5 points more than the font size. For example, if the font is 11 pt, the leading should be 16 pt.
HEADER LEADING
When using Martina Plantijn for headers, leading should be equal to the space between words.
ACCESSIBILITY | COLOR
Do not use Martina Plantijn in gold on white backgrounds or in white on gold backgrounds.
ACCESSIBILITY | STROKES
Do not add a stroke in any color combination. Adding a stroke does not make text accessible.
Martina Plantijn Alternate
Stix may be used in place of Martina Plantijn and is part of the alternative font package. All guidelines and best practices for Martina Plantijn should be followed when using Stix.
Social
Social is a sans-serif typeface with many different weights that pairs well with Manuka and Martina Plantijn. Do not pair Social with Gotham.
Use Social for:
- Subheads
- Body copy
- Pull quotes
- Captions
- Contact info
(URLs, phone numbers, email addresses)
Do not use Social for:
- Mastheads
- Headers
Social Guidelines & Best Practices
CASE
Social may be used in all-caps, sentence case or title case.
CASE | ALL CAPS
Do not typeset multiple sentences or body copy in all-caps.
BODY COPY
Keep body copy between 9 pt and 11 pt. Leading should be 3 points or more than the font size. For example, if the font size is 11 pt, the leading should be 14 pt.
URLs
When using Social for URLs, use Social Bold in all-caps at a font size of 12 pt with tracking set to 35.
ACCESSIBILITY | COLOR
Do not use Social in gold on white backgrounds or in white on gold backgrounds.
ACCESSIBILITY | STROKES
Do not add a stroke around Social in any color combination. Adding a stroke does not make text accessible.
Social Alternate
Satoshi may be used in place of Social and is part of the alternative font package. All guidelines and best practices for Social should be followed when using Satoshi.
Gotham
Gotham is a sans-serif typeface that pairs well with Manuka and Martina Plantijn and may be used in place of Social for non-undergraduate audiences.
Gotham is also used for wayfinding, signage and environmental branding.
Use Gotham for:
- Headers
- Subheads
- Body copy
- Pull quotes
- Captions
- Contact info
(URLs, phone numbers, email addresses)
Gotham Guidelines & Best Practices
BODY COPY
Font size should be between 9 pt and 11 pt. Leading should be 3 or more points than the font size. For example, if the font size is 11 pt, the leading should be 14 pt.
CASE
Do not use Gotham in all-caps for multiple sentences or body copy.
URLs
When using Gotham for URLs, use Gotham Bold, all-caps, 12 pt font size, with tracking set to 35.
FONT PAIRINGS
Do not pair Gotham with Manuka Black or Social. It may be paired with Manuka Bold, Medium and Regular and Martina Plantijn.
ACCESSIBILITY | COLOR
Do not use Gotham in gold on white backgrounds or in white on gold backgrounds.
ACCESSIBILITY | STROKES
Do not add a stroke around Gotham in any color combination. Adding a stroke does not make text accessible.
Gotham Alternate
Montserrat may be used in place of Gotham and is part of the alternative font package. All guidelines and best practices for Gotham should be followed when using Montserrat.
Canora
Canora is a script font that may be used for high-level event materials. Do not use Canora in day-to-day marketing materials.
Use Canora for:
- Headers
- Subheads
Do not use Canora for:
- Mastheads
- Body copy
- Pull quotes
- Captions
- Contact info
(URLs, phone numbers, email addresses)
Canora Guidelines & Best Practices
MINIMUM SIZE
Keep Canora at or above 36 pt for legibility. Do not use Canora below this point size.
CASE
Canora may be used in title or sentence case. Do not use Canora in all-caps.
ACCESSIBILITY | COLOR
Do not use Canora in gold on white backgrounds or in white on gold backgrounds.
ACCESSIBILITY | STROKES
Do not add a stroke around Canora in any color combination. Adding a stroke does not make text accessible.
Canora Alternate
There is no alternate font for Canora. If licenses are not available, we will provide approved verbiage typeset in Canora as a graphic element for your use.
Font Pairings by Audience
Mizzou’s brand typefaces are versatile, allowing us to use different combinations to make designs feel more formal or more casual. These recommended font pairings will help you adjust the visual tone of your message to specific audiences. If you have questions about using brand typefaces, please email identity@missouri.edu.
Jump to:
Prospective Students (Undergraduate and General) | Prospective Students (Graduate, Online Learners, Honors) | Current Mizzou Community | External Audiences | High-Level Events and Celebrations
Prospective Students | Current Students
Audience Guidelines & Best Practices
- May use Manuka Black or Bold for headlines in all-caps.
- May use Martina Plantijn Bold for headlines in title or sentence case.
- Use Martina Plantijn Regular or Social Bold for subheads.
- Use Social Regular or Martina Plantijn Regular for body copy.
- Do not use Gotham.
EXAMPLE 1
Headline: Manuka Black, all-caps
Subhead: Martina P. Regular, 23 pt font, 20 pt leading
Body copy: Social Regular, 11 pt font, 16 pt leading
CTA: Social Bold, all-caps, 12 pt font, 35 pt tracking
EXAMPLE 2
Headline: Manuka Black, all-caps
Subhead: Social Bold, 20 pt font, 27 pt leading
Body copy: Social Regular, 11 pt font, 16 pt leading
CTA: Social Bold, all-caps, 12 pt font, 35 pt tracking
EXAMPLE 3
Headline: Manuka Bold, all-caps
Subhead: Social Bold, 2 pt font, 27 pt leading
Body copy: Martina Plantijn, 11 pt font, 17 pt leading
CTA: Social Bold, all-caps, 12 pt font, 35 pt tracking
EXAMPLE 4
Headline: Martina Plantijn, 60 pt font, 68 pt leading
Subhead: Martina P. Regular, 23 pt font, 20 pt leading
Body copy: Social Regular, 11 pt font, 16 pt leading
CTA: Social Bold, all-caps, 12 pt font, 35 pt tracking
Prospective Students | Graduate, Online, Honors
Audience Guidelines & Best Practices
- May use Manuka Bold or Medium for headlines in all-caps. Do not use Manuka Black.
- May use Martina Plantijn Bold for headlines in title or sentence case.
- Use Martina Plantijn, Social or Gotham for subheads.
- Use Social Regular, Gotham Book or Martina Plantijn Regular for body copy.
EXAMPLE 1
Headline: Manuka Bold, all-caps
Subhead: Martina P. Bold, 16 pt font, 21 pt leading
Body copy: Gotham Book, 11 pt font, 18 pt leading
CTA: Gotham Bold, all-caps, 12 pt font, 35 pt tracking
EXAMPLE 2
Headline: Manuka Medium, all-caps
Subhead: Martina P. Light, 16 pt font, 21 pt leading
Body copy: Gotham Book, 11 pt font, 18 pt leading
CTA: Gotham Bold, all-caps, 12 pt font, 35 pt tracking
EXAMPLE 3
Headline: Manuka Medium, all-caps, 95 pt font
Subhead: Social Medium, 21 pt font, 29 pt leading
Body copy: Social Regular, 11 pt font, 17 pt leading
CTA: Social Bold, all-caps, 12 pt font, 35 pt tracking
EXAMPLE 4
Headline: Martina Plantijn Bold, 60 pt font, 68 pt leading
Subhead: Gotham Bold, 16 pt font, 21 pt leading
Body copy: Gotham Book, 11 pt font, 18 pt leading
CTA: Gotham Bold, all-caps, 12 pt font, 35 pt tracking
Current Mizzou Community | Faculty and Staff
Audience Guidelines & Best Practices
- May use Manuka Medium or Regular for headlines in all-caps or title case
- May use Martina Plantijn Bold or Black for headlines in title or sentence case.
- Use Martina Plantijn, Social or Gotham for subheads.
- Use Social Regular, Gotham Book, or Martina Plantijn Regular for body copy.
- Include at least two brand fonts. Do not use only one font.
EXAMPLE 1
Headline: Martina P. Bold, 60 pt font, 65 pt leading
Subhead: Gotham Bold, 13 pt font, 19 pt leading
Body copy: Gotham Book, 11 pt font, 18 pt leading
CTA: Gotham Bold, all-caps, 12 pt font, 35 pt tracking
EXAMPLE 2
Headline: Martina P. Black, 60 pt font, 58 pt leading
Subhead: Gotham Bold, 13 pt font, 19 pt leading
Body copy: Gotham Book, 11 pt font, 18 pt leading
CTA: Gotham Bold, all-caps, 12 pt font, 35 pt tracking
EXAMPLE 3
Headline: Manuka Regular, 86 pt font, 78 pt leading
Subhead: Martina Plantijn, 22 pt font
Body copy: Gotham Book, 11 pt font, 18 pt leading
CTA: Gotham Bold, all-caps, 12 pt font, 35 pt tracking
EXAMPLE 4
Headline: Manuka Regular, 106 pt font
Subhead: Martina Plantijn, 22 pt font
Body copy: Social Book, 11 pt font, 18 pt leading
CTA: Social Bold, all-caps, 12 pt font, 35 pt tracking
External Audiences
This audience includes alumni, potential donors, prospective faculty and staff, the media and the general public.
Audience Guidelines & Best Practices
- May use Manuka Medium or Regular for headlines in all-caps or title case. Do not use Manuka Black or Bold.
- May use Martina Plantijn Light, Medium or Bold for headlines in title or sentence case.
- Use Martina Plantijn, Social or Gotham for subheads.
- Use Social Regular, Gotham Book, or Martina Plantijn Regular for body copy.
- Include at least two brand fonts. Do not use only one font.
EXAMPLE 1
Headline: Manuka Regular, title case
Subhead: Social Bold, 17 pt font, 60 tracking
Body copy: Martina P. Regular, 11 pt font, 16 pt leading
CTA: Social Bold, all-caps, 12 pt font, 35 pt tracking
EXAMPLE 2
Headline: Martina Bold, 39 pt font, 45 pt leading
Subhead: Social Bold, 20 pt font
Body copy: Martina P. Regular, 11 pt font, 16 pt leading
CTA: Social Bold, all-caps, 12 pt font, 35 pt tracking
EXAMPLE 3
Headline: Martina P. Medium, 39 pt font, 46 pt leading
Subhead: Martina P. Light, 22 pt font
Body copy: Gotham Book, 11 pt font, 18 pt leading
Pullquote: Martina P. Medium Italic, 14 pt font, 20 pt leading
CTA: Gotham Bold, all-caps, 12 pt font, 35 pt tracking
EXAMPLE 4
Headline: Martina P. Light, 39 pt font, 46 pt leading
Subhead: Martina P. Light, 18 pt font
Body copy: Social Regular, 11 pt font, 18 pt leading
Pullquote: Martina P. Medium, 14 pt font, 20 pt leading
CTA: Social Bold, all-caps, 12 pt font, 35 pt tracking
High-Level Events & Celebrations
These examples show the use of Canora to create elevated event materials and invitation.
Event Guidelines & Best Practices
- May use Canora for the event name or the extend invitation text.
- May use Martina Plantijn or Gotham for the event name or the extend invitation text.
- Use Martina Plantijn or Gotham for the date, time and location.
- Use Martina Plantijn or Gotham for the description or addtional body copy.
- Do not use Manuka or Social with Canora.
EXAMPLE 1
Extend Invitation: Canora
Event Name: Martina P. Light, small caps, 160 tracking
Date/Time/Location: Gotham Medium, all-caps
Description: Martina P. Light, 9 pt font, 18 pt leading
EXAMPLE 2
Extend Invitation: Gotham Medium, all-caps
Event Name: Canora
Date/Time/Location: Gotham Medium, all-caps
Description: Gotham Book, 9 pt font, 18 pt leading
EXAMPLE 3
Extend Invitation: Canora
Event Name: Gotham Book, all-caps, 100 tracking
Date/Time/Location: Gotham Medium, all-caps
Description: Martina P. Light, 9 pt font, 18 pt leading
EXAMPLE 4
Extend Invitation: Martina Plantijn Light, small caps
Event Name: Canora
Date/Time/Location: Martina P. Light, small caps
Description: Gotham Book, 9 pt font, 18 pt leading
Identity Fonts
These fonts are used by Licensing & Brand Management to maintain Mizzou’s identity policy.
Janson
Janson is reserved for university signatures and stationery items. It should no longer be used in any other capacity.
Gotham
Gotham is used by Licensing & Brand Management to create official lockups such as multi-unit signatures and social avatars. Gotham is also used for environmental branding, signage and wayfinding.
If you have questions, please email identity@missouri.edu