Typography

Typography plays a crucial role in our brand communication. Maintaining a consistent typographic style guarantees readability and fosters brand recognition across various platforms, ensuring a unified brand experience. We use British English as the default language in design files.

Gill Sans MT Pro — For printed use

Gill Sans MT Pro Book is our preferred typeface for a variety of text elements when it comes to printed materials, serving as the default choice for headings, subheadings, introductions, body copy, and captions. This font combines legibility with functionality, offering a range of weights to accommodate diverse design needs. The font collection includes a total of 16 styles, which includes five italic options.

While we offer a diverse range of font styles, it’s important to note that our default and recommended style for use is Gill Sans MT Pro Book.

Hierarchy

A clear hierarchy of type sizes helps people understand the order of importance of the information we’re sharing. Use different sizes and uppercase/lowercase to establish this order. We use uppercase in titles, headings, subheadings and labels, that means we capitalise the whole sentence.

A heading should never be longer than three rows, if an exception occur,  use sentence case. That means we capitalise only the first letter of the first word.

Poppins — For digital use

Poppins is our preferred typeface for a variety of text elements, serving as the default choice for digital use. This font combines legibility with functionality, offering a range of weights to accommodate diverse design needs. The font collection includes a total of 5 styles.

Hierarchy

A clear hierarchy of type sizes helps people understand the order of importance of the information we’re sharing. Use different sizes this order. We use the orange colour for headings, to make it stand out.

Arial — For special cases

When our primary typeface, Gill Sans MT Pro, isn’t accessible, we turn to our secondary typeface, Arial. This typeface maintains our brand’s identity and ensures readability, allowing us to consistently deliver our message even when circumstances change.

This typeface is great for use in Power Point presentations and corporate templates.

Line lenght

Line length determines the number of characters per line. For optimum readability, keep within the recommended ranges shown below. The ideal line length for body copy is around 50-70 characters per line, but between 40-75 is acceptable.

Letter spacing

Letter spacing, often referred to as the space between letterforms within words, serves a fundamental purpose—enhancing readability. In most instances, default letter spacing suffices, and adjustments can be made when necessary to optimize legibility

Line height

Line height, the vertical space between lines of text, serves a crucial role in enhancing text readability. Determining the optimal line height depends on the specific context. We carefully tailor line spacing to strike a balance between word count, white space, type size, and overall visual aesthetics, ensuring the best reading experience.

Contrast

To ensure the legibility of text in your designs, it’s crucial to provide sufficient contrast with the background. When using light backgrounds, opt for a dark text color, and vice versa when using dark backgrounds.

Incorrect usage

Here are some examples of common typographic mistakes.