Both digital and print require clarity, legibility and impact from the chosen typefaces, digital need a set of fonts that will work dynamically across multiple platforms and print require a selection of fonts diverse enough to work on a range of materials (from business cards to large format exhibition graphics), with scope to give different streams/themes an individual look that derives from the same brand. To best enable this the fonts should be made available in a variety of weights and an extended family should be considered for each typeface.
When considering the approach it was agreed that our font set should resonate with the World-Heritage City of Bath and surroundings, it’s Roman roots, Georgian architecture and also it’s cosmopolitan feel. A serif/slab serif typeface which roots us to Bath’s historical origins and the traditions of academia, combined with a contemporary set of sans serif for increased legibility across mediums was considered to be the main focus. Together they should help to encapsulate our brand principles and the forward thinking, research-led focus of the University.
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