Visual Identity
The Dartmouth visual identity system comprises several elements that together create a look and feel that is distinctly Dartmouth. Find downloads and Dartmouth’s style guide.
Typography
The typefaces at the core of the Dartmouth brand are Dartmouth Ruzicka and National 2. Whether used separately or together, they are essential in creating a brand voice that is distinctly Dartmouth.
Contents
- Downloads
- Serif Typeface: Dartmouth Ruzicka
- Sans Serif Typeface: National 2
- Alternative Typefaces
- Glyphs
- Typography Styling
- Dos and Don’ts
1. Downloads
Both National 2 and Dartmouth Ruzicka are available to be downloaded by current Dartmouth faculty, staff, and students.
Download Dartmouth Ruzicka
You will need to log in with your Dartmouth NetID to access the file.
Download National 2
You will need to log in with your Dartmouth NetID to access the file.
How to Install Fonts
For help installing Dartmouth Ruzicka or National 2, contact the help desk ([email protected], 603-646-2999).
Read more below about using Dartmouth Ruzicka and National 2.
2. Serif Typeface: Dartmouth Ruzicka
Originally designed by Rudolph Ruzicka, Dartmouth Ruzicka is a typeface that speaks to the legacy and history of Dartmouth. Type designer Jesse Ragan picked up where Ruzicka left off to modernize Ruzicka’s typeface and bring it into the 21st century. Using Dartmouth Ruzicka as the main typeface for communication materials highlights the cultured, scholarly side of the College.
Examples of Dartmouth Ruzicka
Dartmouth Ruzicka Regular
Dartmouth Ruzicka Bold
3. Sans Serif Typeface: National 2
National 2 is a deceptively simple sans-serif with subtle details that give it a distinctive, but not distracting, personality. While National 2 travels through and touches on a lot of historical material, it is designed to thrive in our contemporary typographic climate. Using National 2 as the main typeface on communication materials plays up the strong, bold spirit of the Dartmouth brand.
Examples of National 2
National 2 Light
National 2 Regular
National 2 Medium
National 2 Bold
National 2 Extrabold
4. Alternative Typefaces
We strongly recommend using Dartmouth Ruzicka and National 2 whenever possible. When this is not possible, we recommend using Georgia in place of Dartmouth Ruzicka and Arial in place of National 2.
5. Glyphs
Both Dartmouth Ruzicka and National 2 include alternate glyphs, including tabular figures, ligatures, fractions, small caps, the extended Latin alphabet, superscripts, and subscripts. These extra glyphs or characters allow for greater customization and precision when setting text. Take advantage of these extra features to create a typographic landscape that is rich, varied, and legible.
6. Typography Styling
Different combinations of the typefaces evoke different facets of Dartmouth’s personality. Dartmouth Ruzicka communicates the legacy and prestige of the college while National 2 has a clean, modern presence. No matter which combination of typefaces you choose, always use contrasting weights and sizes to create a hierarchy of information.
Use the styling recommendations below as a guide to setting bodies of text that are attractive, comfortably read, and consistent.
Align Left
When setting text for day-to-day communications, we generally advise aligning left so the straight edge of the text is to the left.
Line Length
Text is read most comfortably when set in a line length of 40 to 65 characters.
Rules
When using rules with text, we recommend a line thickness of .25 or .5pt. Lines that are too heavy become a distraction to the text.
Leading
Leading is the space between the lines of text. When setting the leading for body text always ensure the leading size is larger than the type size, and the text is comfortable to read.
Hanging Punctuation
When using quote marks, set them in the margin so the flow of text is not interrupted.
Hierarchy
Using just two typefaces, we're able to create a variety of ways to express hierarchy through weight and size changes.
7. Dos and Don’ts
Use of Uppercase
Avoid using capitals for emphasis. Instead, create hierarchy through weight and size changes.
Do not set both a title and subtitle in capitals. Instead, use changes in weight and scale to express hierarchy.
Use of Bold Text
Avoid setting body text in bold.
Avoid setting both a title and subtitle in bold text.
Improper Leading
Too little leading results in text that feels cramped, with ascenders and descenders colliding. Too much leading becomes distracting and difficult to read.
Text size
When using different sizes for text, avoid using sizes that are too similar. Make sure the sizes are different enough to display a healthy amount of contrast.
