Overview

Determine typography

Typography is another key element found in style guides and refers to the fonts, font sizes, spacing, and other elements of the written language found in your brand’s digital and paper materials. In your style guide, list the styles, sizes, and forms of particular fonts, arrangements of lettering, and other stylizations you want to use in written materials to set apart your brand. This section of your style guide should provide information on font families, weights, sizes, and styles for headings, captions, body text, and other applications.

Primary Typography

All communication touch points should use this font when no technical or software issues make it prohibitive. It is especially important that the primary text be used in all major campaign and brand communications.

Flush left typography is preferred. For headlines, titles, and headings, upper and lower case – not all caps – are preferred. We use full returns – not indented paragraphs. PR release headlines may be set in all caps. When justifying body copy, avoid forced justification of type.

Body text and headlines should never be centered or set flush right, except at the discretion of the design team or in PR releases, which must follow standard industry format.

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Secondary Typography

Secondary typefaces may be used for digital applications and written communications when necessary. Avenue Future is a sans serif which may be used for digital applications and digital infographics or charts. If a system font is required we recommend the second typography chosen.

Flush left typography is preferred. For headlines, titles and headings, upper and lower case – not all caps – are preferred. PR release headlines may be set in all caps.

Body text and headlines should never be centered or set flush right, except at the discretion of the design team or in PR releases, which must follow standard industry format.

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Tone & Voice⁠

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