Consistency around the selection and use of typography across communications materials is an important tool for reinforcing Caltech's identity.
Our print type palette, which is made up of primary and second typefaces as well as acceptable alternatives, has a selection of options in type and weight that will help reinforce the tone of your materials. For instance, more formal applications rely more heavily on Adobe Caslon Pro whereas more everyday applications rely on Berthold Akzidenz Grotesk.
Use the diagram below to help you select fonts that are appropriate for the tone of your materials. (Please note that the alternative typefaces may be substituted for the primary and secondary fonts when necessary.)