Trade Gothic makes a statement. Tiempos adds verve. These creative types harmonize beautifully, so feel free to play around and find the perfect balance.

SMU’s official brand fonts are Trade Gothic (sans serif) and Tiempos (serif). Trade Gothic makes a modern statement and is perfectly balanced by the welcoming Tiempos. Both fonts can be used for headlines and/or body copy.

If Trade Gothic and Tiempos aren’t available to your department, Arial (sans serif) and Georgia (serif) are acceptable alternatives. Both fonts also can be used for headlines and/or body copy.






Purchasing information

Please consult with your school or unit Marketing lead to determine font license availability in your area before purchasing. If you are unsure of your contact, email



Trade Gothic


Arial and Georgia are standard fonts that are loaded onto most computers.