The use of consistent typography is an effective means of reinforcing a cohesive look throughout all Missouri S&T marketing materials. The university has selected two fonts – one serif and one sans serif. Both fonts reflect our heritage as well as our vision to become one of the nation’s leading technological research universities.

ITC Berkeley Oldstyle is the serif font used for the official word mark. The use of this font in combination with the work mark reflects its traditions and history as one of the nation’s first technological research universities. For all printed marketing materials, the university’s official, formal name should be presented in ITC Berkeley Oldstyle font.

ITC Univers is the sans serif font selected for use as a complementary type face. It is not to be used as part of the word mark or when presenting the full name of the university alongside the “Missouri S&T” logo.

University name. For printed marketing materials such as brochures, flyers, etc., the university’s official, formal name should be written using small caps for the lowercase, as shown below.

In addition, the word and is to be spelled out.

The university’s official, formal name is “Missouri University of Science and Technology.” This name should be used on first reference in all formal, official communication and marketing materials. Note that the and is spelled out. Do not substitute the ampersand (&).

            Correct: Missouri University of Science and Technology

            Incorrect: Missouri University of Science & Technology

Note that the primary version of the official logo uses the wording “University of Science & Technology” beneath the large “Missouri S&T” mark. This is part of the logo design. Therefore, the use of the ampersand (&) is an integral part of the logo.

For headlines, photo captions and other tight spots, shorter is always better. Thus, “Missouri S&T” is preferred. For news releases and other official written materials, use “Missouri University of Science and Technology” on first reference and “Missouri S&T” on subsequent references.

When writing to audiences familiar with the campus – such as alumni or students – Missouri S&T is acceptable in all references.

Never, under any circumstances, use “MUST,” “MS&T” or “MST.” (The lone exception is the use of “mst,” in lowercase, for web and email addresses. For instance, the Missouri S&T website address is www.mst.edu and email addresses should be written as joeminer@mst.edu.)

Substituting fonts. All marketing materials should incorporate the official Missouri S&T fonts as outlined in this section. Both Berkeley Oldstyle and Univers may be purchased through the university’s IT department by submitting a help request at helpdesk.mst.edu. In order to contain costs, IT will bulk purchase the fonts after enough purchase orders have been received.

Because many PCs do not come with the Univers font as a standard install, however, the Arial font may be used as a substitute for certain applications. Do not substitute any serif font for the Berkeley Oldstyle used in the logo.