Clemson Font: Tiempos, Trade Gothic Next and Biotif

Clemson identifies Tiempos as its primary serif family, describing a combination of traditional character and a fresh editorial appearance. Its guide lists Headline, Text and Fine branches with different available styles. These branches should not be flattened into a single generic serif choice. Begin a reading-heavy piece with a text-oriented style and evaluate display branches separately at the larger sizes for which your layout needs them.

Trade Gothic Next is Clemson’s primary sans serif, extending the institution’s existing use of Trade Gothic with a refined family and additional styles. Biotif is the secondary sans, described as a more rounded geometric option with a modern character. A narrow Trade Gothic Next headline and a broad geometric Biotif headline will occupy space differently; compare real titles before selecting a fixed card height or forcing a line break.

The web guide lists Tiempos Headline and Text alongside Trade Gothic Next variants as primary web choices. It distinguishes university-domain coverage from applications that may require additional web licensing. The typography guide also provides platform-specific substitutes, including Source Serif Pro for Tiempos in Canva. A permitted platform substitute is a practical alternative, not a declaration that the two families have identical metrics or shapes.

For a magazine-like announcement, give the opening headline room to breathe, keep the summary shorter than the first body paragraph and align captions consistently. A text serif can carry the story while a sans handles dates and navigation. Inspect punctuation and numerals in the exact styles selected. Approved Clemson work should use its current institutional resources; independent projects can apply the hierarchy principles without presenting themselves as university communications.