How to align your UCSC website typography with UCSC identity and brand standards.
Case types
Title Case
- Suggested for page titles only
- Examples of Title Case
Sentence case
- This is recommended for most of your headings and copy including buttons.
- Examples of sentence case.
No all caps
- Your primary navigation will display as ALL CAPS, but should be entered as a standard case.
- Do not use ALL CAPS in other locations
There are a few exceptions noted in the the full UC Santa Cruz editorial style guide when it comes to proper nouns, including disciplines, majors, and programs.
Typography
Typography plays a key role in conveying the UC Santa Cruz brand. Our official type face was chosen for prioritized readability, simplicity, and accessibility.
Primary typeface: Roboto
Recommended uses: Large sizes, headings, headlines, and paragraph (body copy)
UC Santa Cruz
UC Santa Cruz
UC Santa Cruz
UC Santa Cruz
UC Santa Cruz
UC Santa Cruz
UC Santa Cruz
Heading 1
Heading 2
Heading 3
Heading 4
Heading 5
Heading 6
Default
Thin
Extra Light
Light
Regular
Medium
Semi-bold
Bold
Paragraph: All of our marketing writing should be smart, confident, and bold—and should embrace and celebrate the passion, diversity, and striving for positive change UC Santa Cruz is famous for.