Speaking with Color

Florida Tech’s primary colors—crimson and gold—should appear prominently in all university publications. As athletes, the Panthers are crimson and gray, and athletic communications reflect that.

The primary colors may be complemented by a palette of accent colors to add liveliness and depth to a layout. These colors complement the primary scheme while representing key components of the Florida Tech brand. Choose between the vibrant or subtle palette based on the audience and purpose of a publication. For example, a brochure targeting high school-age prospective students would favor a vibrant palette, while a newsletter for donors would use a subtle palette.

Follow these Guidelines

• Do prioritize use of the primary colors—crimson and gold.
• Do use crimson and gray for Athletics.
• Do add accent colors sparingly for visual dimension and interest.
• Don’t use accent colors alone or substitute different colors.

Typography

Primary typefaces for print and digital media

Sans Serif: Benton Sans 

Chosen for its easy readability and variety of weights and styles, Benton Sans is used for headlines/subheads, while Benton Sans Condensed is primarily used for body text. Users must purchase a license for this font. Lato or Arial must be substituted for Benton Sans.

Accent Sans Serif: Lato

Chosen for its easy readability and variety of weights and styles, Lato is used as an accent font in headlines and subheads. It is the primarily font for body text on the web. The semi-rounded details of the letters give a nod to Florida Tech's distinctive orbit and star, evoking a sense of movement and energy, while also conveying a feeling of openness and friendliness. Under the Open Font License, this font is available for free download via Google Fonts.

Serif: Bitter

Chosen for its boldness and variety of weights and styles, Bitter is used primarily for headlines and subheads but can also be used in body text. This slab serif font includes a subtle roundness that reinforces the momentum and energy of the Florida Tech brand with certain unique characters that hint at a larger scrappiness. Under the Open Font License, this font is available for free download via Google Fonts.