MetLife Visual Identity Guidelines Typography 5.1 Issue 1: December 2016 Primary Typefaces Hi. I'm Utopia. I'm smart and easy to work with. Utopia is a contemporary serif that helps communicate with our customers in a friendly, approachable manner. Use Utopia as the lead typeface when introducing ourselves and when speaking to our existing customers. Utopia should be used as a display font for headlines. It has been drawn for maximum legibility across all media.