Texas Tech Typography

Quite a title. Texas Tech University has and incredibly detailed and thorough  set of rules and guidelines which help to create a solid sense of community. Texas Tech uses only 2 kinds of texts, a Serif by the name of Charter, and a Sans serif called Helvettica Nue. Charter is used for any headings and material with lots of university information, while helvettica is used for subheadings and body text. I think the use of serif and sans creates an amazing contrast. By using red headings with charter text, with black helvetica font for the body, the contrast created becomes instilled in the reader's memory, since the same style is seen repeatedly in various materials. While i think that the use of the oldstyle serif to pay homage to the traditional ways of an old university, i think it could be replaced with a modern font style as a way of showing progress, a way of updating the university's style.


I for one love the Tech Identity Guidelines, i feel that they have been thoroughly thought out and researched, and they are very strong, and present a great style for the university.