MODULE 1
Welcome to the
In 1969, TTUHSC was created as a medical school to meet the needs of West Texas. Today, the university has grown to five schools across five campuses, and graduates thousands of health care professionals each year. As a comprehensive health sciences center, our mission is to enrich the lives of others by educating students to become collaborative health care professionals, providing excellent patient care and advancing knowledge through innovative research.
As the university continues to grow, so does the brand. The characteristics contained in our brand standards reflect the vision of strengthening its national reputation as TTUHSC seeks to promote healthier communities in Amarillo, Permian Basin, Lubbock, Abilene, Dallas and beyond.
In the spirit of TTUHSC’s collaborative nature, our brand depends on two, primary typefaces: Adobe® Caslon Pro and Abrade. By combining the academic identity of Caslon Pro and the warmth of Abrade, our image as both a leading health system and educator are visually represented and achieved.
TTUHSC has designated Adobe® Caslon Pro as the brand's primary typeface.
Adobe® Caslon Pro is primarily used for body copy. Its bold structure is easy to read and inspires confidence.
TTUHSC has designated Abrade as the brand's primary headline font. The geometric construction of Abrade allows for versatility and very clean, neutral compositions.
Eye Catching Pro is used for large headlines and areas of emphasis. It is best used in single-word settings or small headlines with three to six words, as longer headlines could be harder to read. It is not ideal for digital applications unless the type is oversized.
TTUHSC has designated Eye Catching Pro as the brand's display font. Use ligatures and contextual alternatives for lowercase letters where available.
