Typography

General Guidelines

Use typography to work in harmony with the overall design. Specific size, leading and kerning can vary based on copy length, layout, and composition. Employ weight and position to reinforce meaning and context. Use size to create visual separation and establish hierarchy when combining typefaces.
When using additional sizes, avoid condensing, excessive tracking or horizontal scaling.
Use columns when necessary for lengthy copy. Or, split the copy up into easily digestible bites. Do not apply noticeable drop shadows or mix bold colors within the same type lockup.