Gotham and Tisa Pro are preferred for use as support typography for advertising, marketing publications, signage, business papers, etc. They have been chosen for their readability, reproducibility and for their compatibility with the Bethesda logo.
All weights (thin, light, book, regular, semibold, medium, bold, black) may be used. Avoid using italic or condensed styles.
The consistent use of these preferred fonts will establish typography as a recognizable brand identity element, while reinforcing a uniﬁed appearance among materials. Arial and Times may be used as substitutes for Gotham and Tisa Pro in non-design programs or applications. Arial is the preferred text font for use in office form templates. Monserrat may be used in our website as it is a free Google font. DO NOT use Monserrat for print. Ubuntu is referenced because it is the font from which the Bethesda logotype was created. It is not to be used in design. It can be used should a new logo architecture need arise in the future.
Avoid using type treatments that affect the readability of the message, such as rendering type in 3D with shadows and highlights or distorting the type to ﬁt into a given area.
Basic Type Formatting
Text and words are as important to our brand as imagery. It is vital to be consistent when possible and ﬂexible where needed. Business tools like stationery and forms should be consistent, while marketing tools such as ads or brochures must be ﬂexible to support the message.
The Bethesda text formatting guidelines shown here should be adhered to, whenever possible. This will ensure consistency within all communications and add greatly to the image that we project.