Student Affairs uses the SMU brand alternate fonts, Georgia and Arial, because both of these are standard on most computers and applications like Word, Powerpoint, and Adobe Creative Suite.
Georgia is a serif font, and Arial is sans serif. The main difference is the little tick marks or feet (serifs) on the end of letters. These serifs give fonts a more formal, institutional appearance which makes them great for headlines. A few examples of serif fonts include: Lora, Playfair Display, Abril Fatface, Baskerville, and Bodoni MT. Serifs also make text easier to read by differentiating letters from each other, so these fonts can be useful for print collateral.
Sans serif fonts like Arial appear more modern and can be used more informally, making them suitable for body text, subheadings, and captions. Examples of sans serif fonts include: Libre Franklin, Montserrat, Helvetica Neue, Gotham, Proxima Nova, and Franklin Gothic. Sans serif fonts are especially useful in digital materials and display text because they show up well on screens.
SMU's brand fonts are Tiempos (serif) and Trade Gothic (sans serif) and require paid licenses to use. To request marketing collateral with the brand fonts, submit a graphic design request to Student Affairs Administration. More information, including tips and tricks for using the fonts, can be found on the SMU brand website.