This is a basic type hierarchy that can be used as the baseline for a composition. Not only does it incorporate a mix of our brand fonts, but it also ensures a system of informational hierarchy that is necessary for our diverse audiences to visually differentiate messaging.
The specifications, like proportions, leading and tracking should be seen as a starting point for typesetting, but can be adjusted based on compositional needs.
Type hierarchy guidance: Eyebrows are 1/5 of headlines. Subheads are 1/3 of the cap-height of headlines.
Eyebrows are 1/5 of headlines.
Subheads are 1/3 of the cap-height of headlines.
Body copy should be about 1/8 of the headline size. Based on readability factors such as size and color contrast, Trade Gothic Next SR Pro can be used, but start with Regular. Body copy size can vary based on collateral, but size for print should be between 7-11 pts and for web between 12-16 px.
Captions should be smaller than body copy, but still legible. Start at 7 pts for print and 12 px for digital.
