Last changed: 08 January 2024

Consistent use of typefaces contributes to enhancing the brand identity and making communication clearer. We use two kinds of typeface: Primarily a sans serif font in headings, intros and short passages. The clean lines of the sans serif font establish the character of the copy. In longer documents, a serif font is used as they are easier to read.

Basic typefaces

The basic typefaces are used in Word documents, email, Powerpoint presentations and so on.

  • Arial – headings, subheadings and short passages
  • Times New Roman – long passages and documents

These are standard fonts on all computers, available to everyone and easy to use.

Web fonts

  • Oswald, Roboto, Roboto Condensed – headings, intros and buttons
  • Merryweather – body text

The web fonts are free to use and can be found on websites such as Google Fonts and Fontsquirrel.

Corporate typeface

The corporate typefaces are always the first choice for marketing material, printed matter, signs, promotional products and so on.

  • Akzidenz Grotesk – headings, subheadings and short passages
  • Bembo – long passages and documents
  • Bickham Script – for formal occasions

Akzidenz Grotesk and Bembo require special licences, which are available to those who work with communication at SLU. You must purchase Bickham Script and Akzidenz Grotesk Condensed yourself.

Font licences

In order to use Bembo and Akzidenz Grotesk, you need a special licence. For employees at SLU working with communication of any kind, SLU has OpenType licences. If, for example, you belong to the Division of Communication, work with advertising, print degree certificates or work with production of print media or film, you should have these licences.

However, if you need Bickham Script or Akzidenz Grotesk Condensed, your unit will have to buy them.

Suppliers who produce marketing material or print media for SLU on assignment from us should also use these fonts. They will, however, have to buy their own licences.

The importance of consistency as a sender

It is important that you, when communicating in your role at SLU, do so consistently and credibly by having a clear email signature. Your signature is a quality stamp that verifies your role at SLU and facilitates the distinction from spam. Therefore, it has been decided by the Vice-chancellor that the Arial font should be used in email correspondence at SLU.

Read more about email signatures



  • Don’t shout. That means don’t overuse bold fonts. Use light or regular fonts and only emphasise selected parts.
  • Condensed is not the version of choice, but can be used to emphasise quotes, data, headings or other parts worth highlighting.
  • Be clear. Don’t use too many font weights; this creates a messy impression.
  • Make it accessible. Be sparing with your use of colour in writing, and when you do use it, choose colours that contrast significantly with the background.


Brand Management and Communication Platforms Unit 
Division of Communication