03 Brand Typeface
Primary Typeface
Through our typeface treatments we’re striving for Accessibility For All by enhancing legibility and readability.
Research shows that our humanist typeface, Atten New, is generally more legible at smaller sizes than a grotesque typeface. It has unique letter shapes to avoid exact mirroring which helps with their identification, and its numbers are distinguishable from similar letter shapes.
Headline copy:
Sentence and/or Title Case. Letter spacing (tracking) 0 as standard for font. Line spacing (leading) +40% of font size (x1.4).
Body copy:
Sentence and/or Title Case. Letter spacing (tracking) 0 as standard for font. Line spacing (leading) +40% of font size (x1.4).
Impact copy:
Used for no more than 5 words, at large font sizes Sentence and/or Title Case. Letter spacing (tracking) -35 to increase impact. Line spacing (leading) Equal to font size.
Secondary Typeface
For email campaigns, presentations and Google slides/documents our secondary typeface of Arial should be used. This enables compatibility across all types of computers and email clients – where Arial is installed as standard and is commonplace.
Standard copy:
Sentence and/or Title. Case Letter spacing (tracking) Normal, as standard for font. Line spacing (leading) Multiple at 1.4
Impact copy:
Used for no more than 5 words, at large font sizes. Sentence and/or Title Case. Letter spacing (tracking) Tight, to increase impact. Line spacing (leading) Single
