One of the unique benefits of the brand expression is the intent of headlines to do much of the conceptual heavy lifting for our marketing materials. We intentionally use typography that is maximized and daring, language that is inspiring, provocative and declarative. The proper stylization of headlines within brand standards is the primary communication vehicle by which we convey a conceptual message for our materials. Photography and illustration are an equal role to headline copy and plays in setting the proper tone for our marketing efforts.
Primary Font: Franklin Gothic Family is a san serif font (one that does not have the small projecting features called "serifs" at the end of strokes). This font family offers varying weights; book, medium, demi, and heavy.
Secondary Fonts: Minion Pro is a serif font (a small decorative line added as embellishment to the basic form of a character). Consider using this font as an accent to the primary.
Rabiohead is a script font that is meant to add a humanistic/fun characteristic.
Font sizing from 10-14 pts. is acceptable.
Consider your intended audience when determining the appropriate size to use. Large font size (12-14 pts.) is more appropriate for older audiences. Smaller font size (10-12 pts.) is more appropriate for younger audiences. Consideration of your audience will aid the effectiveness of your project. Never scale type horizontally or vertically.
Kerning and Tracking
Kerning refers to the space between letterforms themselves. Tracking refers to the total spacing of a block of copy. Overall, tight tracking for copy is recommended as part of our brand and is intended to be tight to help convey strength. However, attention to spacing between letterforms needs to be taken in to consideration. The rule of thumb for the spacing of letterforms should be tight but not touching. Exceptions to this rule are in cases where round letterforms may touch such as two ee’s.
This is a variable that will largely depend on your project requirements. When in doubt about leading requirements, most word processing or design applications are defaulted to lead copy for optimum readability.
The looser the leading, the harder the copy can be to read. The same holds true for tight leading. Tighter leading has the unintended consequence of adding tension to a large body of copy. Things to consider: Is the body copy intended to be more decorative? Loose leading is less of a consideration. Is the copy intended to be more instructional? Optimum legibility is then a consideration.
Drop shadows are NOT preferred as part of the brand expression. However, in some instances where legibility is an issue a very subtle shadow can be used. Never stylize type in any manner including glowing colors. Never stylize type in any manner with filled textures or styles.
Standard font alignment is to align left with ragged right. However, this is also a variable that will be determined by your project requirements. Use judgment when considering aligning copy left, right or justifying your content. Copy alignment can also distract from the overall legibility of a project. However, how you align copy can also aid the overall communication of a project.
For access to the Gilbert Typefaces please contact the Office of Communications.