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Consistency in font usage is a critical tool for creating a distinctive style and unique brand identity for SVSU visual communications. The SVSU logo uses Optima Bold. The font used on business cards is Helvetica Narrow. The campaign font is Locator Italic. This is used for the verbs attached to the WE symbol.

Large Bodies of Text in Brochures and Books;
Subheads in Brochures and Advertisements

Baskerville Regular / New Baskerville Regular (between 10 and 12 point)


Those who do not have this font may use Times New Roman as a substitute. This font should be available on all SVSU computers.


SVSU Stationery; Headlines in Brochures and Advertisements

Arial Narrow Bold / Arial Condensed Bold

Selected because these contrast nicely with Baskerville and are also widely available.

or Baskerville Bold / New Baskerville Bold (Times New Roman Bold may be used as a substitute).


External Signage

Optima Bold (Zapf Humanist may be used as a substitute)

This font is visible today on nearly all external campus buildings and campus street directory signs. Consistency among signage should be continued. This is also the font used for the S, V, S, U, in the box portion of the SVSU logo.



Baskerville SemiBold Italic



Some of these fonts may not be available on your computer. If you wish to purchase them, you may contact the SVSU purchasing department to place an order with, or contact University Communications to research a font that has similar characteristics.


Identity Standards

Cover of Identity Standards May 2016

SVSU Identity Standards (1,699kB)