Startup Nation Central Brand Guidelines

Typography

Content

  • Introduction
  • Type Hierarchy
  • Hierarchy Example
  • Primary Typeface
  • Secondary Typeface
  • Tertiary Typeface
  • Annotation Typeface
  • Type scales
  • Scale Harmony Print Minimum Size Set
  • Common errors
  • Testing type

At the heart of the identity is our unique typographic voice. Type influences the tone of language and brand expression.

Hierarchy

Size, scale and position all play a factor in how information is read. Always ensure there is a purposeful difference between type sizes. Type sizes are for example only.

Headline
Akkurat LL Regular
99/80pt
Sentence case
KERN – 50

Headlines nulla vitae euismod sem.

Subhead
(short SH 5 or less woRds)
Akkurat LL Regular
33/33pt
Sentence case
KERN 0

Subheads suspendisse aliquet .

Body
Freight Text Regular
16.5/21.2pt
Sentence case
KERN 0

Body phasellus at ornare mauris, eu viverra tellus. Curabitur sit amet lorem lorem. Praesent vel turpis ex. Pellentesque in felis ante. In massa dolor, porta sed dictum non, gravida et urna. Phasellus imperdiet ligula eu neque blandit, vitae lacinia augue consequat.

 

Small Text
GT PREssure mono Regular
12.3/18.8pt
ALL Caps
KERN 80

Body phasellus at ornare mauris, eu viverra tellus. Curabitur sit amet lorem lorem.

Notes
Juniper Bay Regular
33/33pt
ALL CAPS
KERN 0

Body phasellus

Micro Text
Akkurat LL Regular
11/13pt
ALL CAPS
KERN 60

Body phasellus at ornare mauris, eu viverra tellus.

Hierarchy Example

This is an example of type hierarchy in action, further examples can found in the application section of this guide.

Primary
typeface

This a sample of the Primary Typeface.

This face is used to for headings and sub headings and as such carry a large part of the character of the brand.

Akkurat Regular/Italic ABCDEFGHIJKLMNOP QRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()?+

Secondary
Typeface

This a sample of the Secondary Typeface that is used to for body
copy within the type system.

Freight Text Pro Medium/Italic ABCDEFGHIJKLMNOP QRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()?+

Tertiary
Typeface

This a sample of the Tertiary Typeface. This typeface is used to
small text (such as contact details, URL’s, additional information, captions etc.) within the type system.

GT Pressure Mono Regular ABCDEFGHIJKLMNOP QRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()?+

Annotation
Typeface

This a sample of the typeface that is used to create additional notes and annotations within the type system.

Juniper Bay ABCDEFGHIJKLMNOP QRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()?+

Type scales

The typography scale system is based on various Scale Harmony Sets and Set Ratios. These refer to groups of typefaces that are used together at certain sizes.

These sets, in turn, then have a size ratio to one another.

This way the size and application of the type system can become bigger and smaller while still maintaining their inherent harmony and balance.

Scale Harmonies:

These refer to the scale ratio of each font size to one another within a set. This can be viewed as the "standard" way of setting the various typefaces in relationship to one another. However, the application and interpretation of these guidelines is dependent on the designers discretion. Taking the variables of each use case into account. The scale Harmony can be calculated using the following ratio:

Set Scales

The full type-scale consists of these various Scale Harmony Sets. The size of these sets can be calculated by increasing the font size of the set with increments of 20%.

Font Size Ratio

MICRO TEXT: FONT SIZE = X
NOTES: FONT SIZE = 3 X MICRO TEXT:
FONT SIZE
SMALL TEXT:
FONT SIZE = 1.3 X MICRO TEXT: FONT SIZE
BODY TEXT: FONT SIZE = 1.5 X MICRO TEXT: FONT SIZE
SUB HEADING: FONT SIZE = 3 X MICRO TEXT: FONT SIZE
HEADING: FONT SIZE = 9 X MICRO TEXT: FONT SIZE
FONT SIZE SETS INCREASE IN 20% INTERVALS, AND ROUNDED TO THE NEAREST DECIMAL
(MINIMUM SIZE – PRINT:6PTS – SCREEN:11PTS)

Set Ratios

SET 1: FONT SIZE X 1,2 = SET 2: FONT SIZE
SET 2: FONT SIZE X 1,2 = SET 3: FONT SIZE
SET 3: FONT SIZE X 1,2 = SET 4: FONT SIZE
ON-GOING
FONT SIZE SETS INCREASE IN 20% INTERVALS, AND ROUNDED TO THE NEAREST DECIMAL
(MINIMUM SIZE – PRINT:6PTS – SCREEN:11PTS)

Scale Harmony
Set: 1

The typography scale system is based on various Scale Harmonies. These refer to the scale ratio of each font size to one another.

You can find those guidelines outlined here.

Each Scale Harmony Set is based on a 20% incremental increase. These type sizes are then rounded to the closest decimal value. This is not an exact science and still requires the designer to use his discretion and discernment in every use case. These guidelines are optimised for screen viewing. Print guidelines are to follow.

Scale Harmony
Set: 2

The typography scale system is based on various Scale Harmonies. These refer to the scale ratio of each font size to one another.

You can find those guidelines outlined here.

Each Scale Harmony Set is based on a 20% incremental increase. These type sizes are then rounded to the closest decimal value. This is not an exact science and still requires the designer to use his discretion and discernment in every use case. These guidelines are optimised for screen viewing. Print guidelines are to follow.

Scale Harmony
Set: 3

The typography scale system is based on various Scale Harmonies. These refer to the scale ratio of each font size to one another.

You can find those guidelines outlined here.

Each Scale Harmony Set is based on a 20% incremental increase. These type sizes are then rounded to the closest decimal value. This is not an exact science and still requires the designer to use his discretion and discernment in every use case. These guidelines are optimised for screen viewing. Print guidelines are to follow.

Scale Harmony
Set: 4

The typography scale system is based on various Scale Harmonies. These refer to the scale ratio of each font size to one another.

You can find those guidelines outlined here.

Each Scale Harmony Set is based on a 20% incremental increase. These type sizes are then rounded to the closest decimal value. This is not an exact science and still requires the designer to use his discretion and discernment in every use case. These guidelines are optimised for screen viewing. Print guidelines are to follow.

Scale Harmony
Print Minimum Size Set.

The typography scale system is based on various Scale Harmonies. These refer to the scale ratio of each font size to one another.

You can find those guidelines outlined here.

Because of the ever increasing resolution of digital devices, the font sizing guidelines for screens are much bigger than those for print. The size limitations in regards to legibility and production capabilities are much greater when producing print collateral. These sizes can also be increased in 20% increments, using the same formula as the guidelines for screen. Please see the minimum size guidelines for print here.

Common errors

This is not a comprehensive list of
errors. It is simply the most common or egregious.

Do not use unauthorized fonts or typefaces. The only exception is stylized merchandise or
illustrations on a case-by-case basis

Keep tracking, kerning and leading reasonable and legible. Do not stray far from the examples in this guide.

Do not use centred or completely justified alignment for multi-line text. There are no exceptions.

Do not stretch, squish or otherwise mangle typography as this is just cruel. Use the appropriate weight instead.

Do not use a stroke or outline on typography. Also avoid using a drop shadow on typography at all costs.

Do not use typography on any angle other than 0° or 90°. Our typography should always read up if 90°.

Testing type

Select a type field to test out individual typefaces of our type family.
Try it yourself below

Headline
Akkurat LL Regular
99/80pt
Sentence case

Subhead
Akkurat LL Regular
33/33pt
Sentence case

Body
Freight Text Regular
16.5/21.2pt
Sentence case

Small Text
GT PREssure mono Regular
12.3/18.8pt
ALL Caps

Notes
Juniper Bay Regular
33/33pt
ALL CAPS

Micro Text
Akkurat LL Regular
11/13pt
ALL CAPS

Next

Annotations & Notes ->