Lindenwood Brand Identity Guidelines (2025)

TYPOGRAPHY GUIDELINES OBVIOUSLY TRADE GOTHIC BEMBO Great Vibes TRADE GOTHIC NEXT PRIMARY TYPEFACE (Institutional and Athletics) OBVIOUSLY (DISPLAY FONT) A dynamic, variable font designed for impact and inspiration. Used primarily for display purposes such as large-scale headers, callouts and campaign titles. • Variable font with over 96 variations— allows flexibility in weight and style adjustments • Often applied with a 15° shear to emphasize energy and forward motion • Available through Adobe Fonts via Creative Cloud Libraries RECOMMENDED USES: • Outdoor advertising (billboards, posters) • Digital banners and homepage headers • Social media visuals and campaign graphics • Event signage and print ads • Large-scale promotional items Typography plays a key role in reinforcing our brand voice—confident, dynamic, and forward-looking. Our refreshed system includes two primary typefaces designed to work together across print and digital platforms. These fonts support our modern identity while ensuring clarity and consistency in all external communications. These are our core fonts for marketing, recruitment, and branding materials. They reflect our current visual identity and should be used consistently across all external-facing content. SHEAR 15° ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 1234567890 1234567890 1234567890 1234567890 TRADE GOTHIC & TRADE GOTHIC NEXT A clean,strong sans-serif that supports our brand’s visual identity. It provides structure and legibility for subheaders,body copy and supporting text. • Maintains connection to our institutional tone • Pairs with Obviously to balance bold display type with readable body text • Works across digital and print formats where clarity matters • Arial may be used as a universal alternate when Trade Gothic is not accessible RECOMMENDED USES: • Supporting headlines and captions • Print body copy and internal documents • Digital content where readability is essential EXAMPLE TYPOGRAPHY HIERARCHY HEADER STYLE SUBHEADER STYLE Hent et etur? Reribusciet et volo magniae nistiossi inciunt et, officil iaercime porendersped excesti isimus audam idemporis nonse eius. Us es doluptaes doluptata con plictur sit mos int int. FONT: Obviously Narrow Bold SIZE: 42 pt SHEAR: 15° (optional, for dynamic headers) TRACKING: 40 pt FONT: Obviously Wide Medium SIZE: 14 pt TRACKING: Normal FONT: Trade Gothic Light SIZE: 10 pt LEADING: 14 pt TRACKING: Normal SECONDARY TYPEFACE (Institutional and Athletics) LEGACY TYPEFACES (Legacy Usage) BEMBO STD AND TRADE GOTHIC These typefaces reflect our historical identity and should be used only in formal or ceremonial contexts. They help maintain continuity with our past while adding a sense of tradition and dignity to select materials. Note: These fonts are not part of our modern brand system and should never replace Obviously or Trade Gothic in general marketing. * LIMITED USAGE, ONLY AVAILABLE THROUGH OUR MONOTYPE LICENSE. REACH OUT TO MARKETING@LINDENWOOD.EDU FOR MORE INFO * LIMITED USAGE, ONLY AVAILABLE THROUGH OUR MONOTYPE LICENSE. REACH OUT TO MARKETING@LINDENWOOD.EDU FOR MORE INFO * LIMITED USAGE. REACH OUT TO MARKETING@LINDENWOOD.EDU FOR MORE INFO * AVAILABLE THROUGH ADOBE FONTS WITH AN ADOBE CC SUBSCRIPTION * AVAILABLE THROUGH ADOBE FONTS WITH AN ADOBE CC SUBSCRIPTION BEMBO STD A classic serif typeface rooted in academic tradition. Used for official university seals, events, diplomas, and formal correspondence. GREAT VIBES An elegant script-style font for expressive, signature-driven design. TYPE 37 38 LU 2025 BRAND GUIDELINES BRAND