ARC Expanded - Standards Manual

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Brand Elements

Typography

Archipelago features an array of typography choices for different use and purposes.

Inspiration

Archipelago’s visual identity takes heavy inspiration from historical artifacts. Its typography choices take cues from vintage storybooks, illuminated manuscripts, archival prints, scientific illustrations and journals and the like.

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(Right)

Illustrated edition of Flora de Filipinas⁠

, 1877–1883.

Photos from Wikimidea Commons (public domain).

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_Balvino_Mauricio_,_Letras_y_figuras_watercolor_by_Jose_Honorato_Lozano,_completed_November_1864.jpeg

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(Above)

BALVINO MAURICIO⁠

José Honorato Lozano⁠

, 1864 and (below)

Miniature of the book’s author, Vincent of Beauvais, within a border containing the arms of Edward IV, to whom this manuscript belonged. Miroir historial, vol. 1⁠

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Typefaces

Headline

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Purchase Marcia here

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Note: Marcia is available under Adobe CC Subscription

Marcia Bold is the brand’s typeface for headlines and large titles. Its elegant serifs match the overall look and feel of Archipelago’s visual identity. When in use, the tracking should be set at 120.

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Subhead

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Purchase Refrigerator Deluxe here

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Note: Marcia is available under Adobe CC Subscription

Refrigerator Deluxe Bold is the brand’s typeface for subheads. Its tall geometric letters provide a modern touch to the brand. When in use, tracking should be set at 100.

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Body Text

Marcia

Marcia Regular, Italic and Bold can be used as body text with the tracking set to 0. Its elegant serifs make not only serve as decor for eye-catching headlines, they make whole paragraphs easy to read as well.

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Akzidenz-Grotesk BQ Regular

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Purchase Akzidenz-Grotesk BQ here

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Akzidenz-Grotesk BQ Regular is a reliable font that can also be used as body text for peripheral information such as ingredients and label warnings and fine print applications. When in use, tracking should be set to 30.

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Akzidenz-Grotesk BQ Regular

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