Typography

Typography plays a vital role in conveying the personality and tone of your brand. This chapter covers corporate fonts and provides guidance on their proper use to maintain consistency, legibility, and visual appeal across all brand communication materials.

Brand Typeface

In the base we use one main font Montserrat.

Montserrat

Montserrat is a geometric sans-serif typeface designed by Argentine graphic designer Julieta Ulanovsky and released in 2011. It was inspired by posters, signs and painted shop windows from the first half of the twentieth century that can be seen in the historic Montserrat district of Buenos Aires.

Weights

In visual identity, we use Regular, Medium, Semibold and Bold weights.

Secondary Typeface

A secondary typeface is used when writing slogans in catalogs and advertisements.

Stix Generale

Secondary font - StixGeneral

Replacement Fonts

In situations where the brand font cannot be used (for example in emails), we use these replacement fonts

Replacement font - Arial

Arial is a replacement font for Montserrat

Typographic Hierarchy

Establishing a clear and consistent typographical hierarchy is essential to guide the reader's attention and improve the overall legibility of brand communication materials.

Headlines

When setting the font in headings, the line spacing should be consistent across different applications. Line spacing indicates the space between lines of text. Line spacing can be calculated using the following formulas. Font sizes are just examples.

Headline Style 1
Weight: Montserrat Bold
Case: UPPERCASE
Leading: 100% - 120%
Tracking: -10pt — 10pt

Headline Style 2
Wight: Montserrat Bold
Case: Normal
Leading: 100% - 120%
Tracking: -10pt — 10pt

Subtitle Style 3 - For English Texts
Weight: Montserrat Bold
Case: Subtitle Size
Leading: 100% - 120%
Tracking: -10pt — 10pt

Longer texts

Careful typesetting improves the appearance of paragraphs -- but more importantly, makes them easier to read. Use Bold for subheadings, and Regular for longer texts.

Paragraph text

Paragraph text
Wight: Montserrat Regular
Case: Normal
Leading: 120% - 160%
Tracking: -10pt — 10pt

Prohibited use

Below are prohibited ways to use fonts and typesetting.

Improper poking

Right alignment

Incorrect cut headline rate

Use of unapproved fonts

Mixing different subtitle styles