Typography

Typography is an essential part of our brand. It communicates not just what we say, but how we say it — with clarity, authority and grace. Our approved typefaces work in harmony to balance tradition and modernity, mirroring the university’s blend of history and innovation. Consistent use of these fonts ensures every message looks and feels unmistakably William & Mary, whether in print, digital or presentation form.

Always use our primary typeface, Adelle, when possible, for consistency across brand materials.
When Adelle is not an option, use Aleo for headings and Roboto for body copy to best reflect the intended hierarchy and tone.
When primary or alternate typefaces are not available, Arial and Georgia may be used.
Do not mix in unapproved fonts or substitutes.
Ensure font usage remains consistent across print, digital and presentation materials.

Primary Typeface: Adelle (Serif & Sans Serif)

Adelle is the perfect pairing for William & Mary, as it’s a modern take on a classic serif type style. Adelle offers a wide variety of weights, is effective for communicating to any of our primary audiences and is the perfect complement to the main William & Mary logo and persona.

Adelle is the official and preferred typeface for all branded communications. It provides the distinctive, professional, and cohesive look that aligns with our brand identity.

Important: Adelle is available through Adobe Creative Cloud (CC). You must have an active Adobe CC subscription and access to Adobe Fonts in order to use it. 

Access Adelle

Alternative Typefaces: Aleo & Roboto

If Adelle is not available (for example, for non-Adobe users or external collaborators), the following free Google Fonts are approved substitutes: 

Aleo - Closest free alternative to Adelle. Use for headlines, subheads, and other display text when Adelle is not accessible. 
Roboto - Clean, versatile, and widely supported. Recommended for body text and digital applications where Aleo or Adelle are not available.

Access Aleo & Roboto

Secondary Typeface: Freight

For more formal correspondence, when a truly classic type treatment is needed, Freight may be used. Freight is a traditional serif typeface that can add the level of prestige desired for things like letters from the President’s office or formal invitations to alumni. The full Freight suite is available through Adobe Creative Cloud (CC).

Access Freight

Have Questions About Applying the Brand?

The offices of University Marketing and University Communications maintain William & Mary’s visual identity and brand guidelines. Their staff of marketing and communications professionals are available to respond to questions and assist with requests.