Typography

Brand

The style, appearance and application of text, defining the properties to align with brand personality and ensure content is accessible to read across all mediums.

Checklist

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8

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Weight

Whether the typeface/s are thin, regular, medium, bold or black

Leading / line spacing

The amount of vertical spacing between two lines of text

Kerning / letter spacing

The horizontal spacing between letters in text

Letter case

Whether the typeface is uppercase, lowercase, sentence case

Consider where the text is applied and how the letter case appears in each instance

Hierarchy

The organisation of typefaces to structure information

The 4 checklist items above should help define a hierarchy, as these values should be different between each font style

Usage

The do's and don'ts of how type is used e.g. what restrictions must apply, when to use which type where

Visual examples of do's and don'ts help convey them clearer

Pairings

Related to hierarchy, and how your fonts combine and interact with each other

Guidelines

Documentation outlining all of the above to cement the principles