Typography

One of the highlights of our visual identity is the use of highlighted words in headings. This really helps us emphasize key messages and catch the attention of readers. 

How is it done, you might ask? Here are some rules: 

You are allowed to highlight one or more words. One word is the standard, but sometimes you need to highlight more than one – e.g. if you want to emphasize a name. 

When highlighting words, you should change the typeface from Bookman Old Style to Franklin Gothic. Additionally, you should change the font weight to bold. So, the highlighted word(s) should be in Franklin Gothic (bold). Okay? 

Never change the color of the highlighted words. We solely highlight words by changing the typeface.

When using and combining different typefaces in your design, it is important to create a strong hierarchy to achieve a good balance. There should be a clear-cut difference in the sizes of the title, subtitle, subheading and body text. 

Below you can see an example of how to create a strong hierarchy.

Line spacings
To ensure uniformity across the materials we present, we have rules for defining the spacing between lines.

Heading, sub-heading and summary
Text size x 1.2 = line spacing
Example: 60 pt x 1.2 = 72 pt

Body copy, eyebrow and captions
Text size x 1.5 = line spacing
Example: 9 pt x 1.5 = 13.5 pt

As a default, we use a softened black both online and offline on headings and body.

NB
Use the CMYK 4-color for headings of more than 30 pt. This way the color becomes more saturated.

To ensure good readability, there should be a good contrast between the color of the text and the background color.

We fully understand if you feel unsure whether to use black or white text. The answer depends on your background color. Below you can explore some examples – hopefully they are helpful.