Typography within the Outgrow the Expected brand relies on using the brand fonts whenever possible. Formal typographic principles should be observed — hierarchy, consistency, readability.
Visit the Fonts page for information about acquiring UC Davis fonts
Headline Treatment
Previously, Strategic Communications recommended a number of "Typographic Settings," which were introduced in 2020 as part of the Outgrow the Expected brand launch. Those settings have been retired, although they can continue to be used if they have become part of a unit's communication program.
Beginning in Winter 2026, we have replaced these settings with one basic display — or headline — treatment. This will be simple to use and hopefully encourage more adoption across campus.
There is no file to download; rather, the setting must be created each time it's used as the context, size and words themselves will change with each use.
To create the setting, start with text in Proxima Nova Extrabold, all-caps, with leading set to the same as the point size used. If using one line of text, solid or outline text is fine. If using two lines of text, all solid or all outline is fine. In two line text, using solid on one line and outline on another is also fine.
For the outline text, there are two options for usage depending on whether readability is a concern. One is to use the outlined text with no fill, and the other is to use outlined text with a fill set to an opacity appropriate for readability if used over a photo or another color.
Standard headline treatment specifications
The above setting is set in 72pt type, with 72pt leading, in Aggie Blue. The second line has a 2pt stroke and no fill. As mentioned above, any color in the palette is ok, but keep the two lines of text in the same color.
Alternate specifications
The above setting is the exact same as the above standard setting, except the fill color on the second line of text uses Sunflower from the color palette, to complement the blue, and is set to 50% opacity.
Examples of ways to use the headline treatment
Below are a examples showing the use of the treatment.
