What’s in a font? A lot. McCarthy typography is welcoming, friendly and professional. The McCarthy family of typefaces offers easy readability and versatility with both sans serif and serif options. These typefaces ensure that McCarthy maintains a consistent brand across various mediums, including print ads, proposals, signage and digital communications.
Reference the Proposal and Microsoft Word® templates as a good starting point for selecting various styles and sizes for fonts in materials located in our digital asset management system.
Brand Font
Roboto is a confident and modern type that feels approachable, just like we are! As a sans serif font, it is clearly legible in both digital and print applications.
Primary Sans Serif Font
Roboto & Roboto Condensed
DOs
- Do use it anywhere we are representing our company, our brand. Works great for headers and body copy.
- Do use the Arial font when Roboto is not available.
- Do maintain the spirit of the typeface.
- Do reference the proposal templates as a good starting point for selecting various styles and sizes for fonts in materials.
DON’Ts
- Don’t use a font that isn’t Roboto as a primary font.
- Don’t stretch the font horizontally.
- Do not manipulate it so it looks like another font.
If Roboto fonts are not available on your computer, contact the McCarthy IT Help Desk for assistance in obtaining the fonts. Non-employees can access the font files from Google Fonts.
EXPRESSIVE FONTS
Expressive fonts can be used to add visual interest and variety to the brand’s visual identity. Use them sparingly for flair.
Serif Font
Source Serif
DOs
- Do use it to evoke a feeling of tradition and integrity, especially in higher education or formal invitations.
- Do use the Georgia font when Source Serif Pro is not available.
DON’Ts
- Don’t overlook it as a suitable option for body copy in print applications.
If Source Serif Pro fonts are not available on your computer, contact the McCarthy IT Help Desk for assistance in obtaining the fonts. Non-employees can access the font files from Google Fonts.
Roboto, Roboto Condensed and Source Serif Pro fonts are available for free from Google Fonts.
Script Font
Buttergone
DOs
- Do use our licensed script font sparingly for specific purposes such as invitations to company-hosted parties, special headlines or when you want to add a touch of flair.
- Do try utilizing bold or italic iterations of Roboto or Source Serif Pro fonts when Buttergone is not available.
- Do use to highlight one or two words for effect.
DON’Ts
- Don’t use it for long passages or small type, as it becomes hard to read.
- Don’t use a script font in all caps.
Don’t use unless you have license approval.
