Typography

Our Primary Font

The original Helvetica a.k.a. Neue Haas Grotesk.

Neue Haas Grotesk was designed by Christian Schwartz to reclaim what Helvetica lost over the years in personality and subtle warmth due to technological trends. Over the decades, we changed too. We’ve become more global and professional, but we’re determined to hold on to our original warmth and joy.

The Neue Haas Grotesk font is a timeless typeface. It has substance and innate brilliance, and it allows the text to visually radiate so our thinking can shine.

Aa

Modern.

Cap height
the height of the capital letter measured from the baseline

X-height
The height of lowercase letters based on lowercase x. Neue Haas Grotesk has a tall x- height.

Aa

Legible.

Baseline
the invisible line where characters sit

Width
How much horizontal space is taken up by the typeface’s letters. Neue Haas Grotesk is slightly condensed.

Used for print

Neue Haas Grotesk Medium
is used for headlines and expressive typographic moments. Always use sentence-case format.

NEUE HAAS GROTESK MEDIUM

We are Thinkers.

Neue Haas Grotesk Medium all caps  is used for subheads.

NEUE HAAS GROTESK MEDIUM

Our five key principles

Neue Haas Grotesk Roman  is used for body copy.

Neue Haas Grotesk Roman

Over 25 years ago, we created the frameworks for discovering and embedding purpose. Since then, we’ve helped clients around the world transform their culture, accelerate their growth, and infuse true meaning into their brands.

Our Secondary font

Used for PPT and email signatures only

For media compatibility purposes, we choose the familiar  and enduring Arial, because it closely resembles our font and is commonly available on most computers.

Arial Bold   is used for headlines
and expressive typographic moments. Always use sentence-case format.

*Arial Bold is used for one liner overheads (in all caps) and should be used in limited amount.

Arial Bold

We are thinkers

Arial Bold all caps  is used for subheads (sentence case) and running body copy (sentence case).

ARIAL BOLD

The original home of purpose.

Arial Regular
is used for body copy.

Arial Regular

Designer tips and tricks

Alignment
All copy should be left aligned

Line spacing (leading)
Line spacing varies depending on whether it’s applied to a headline, subheadline or body copy -see below for further information

Paragraph spacing
Use wither whole- or half-line spacing for paragraphs.

Letter spacing
Set letter spacing to ‘optical’ with tracking set to 0. (In PowerPoint, tracking is called ‘character spacing.’ Reach via command+T

Neue Hass Grotesk in Adobe Programs (Photoshop, Illustrator, InDesign, etc.)

01

Headlines
Neue Hass Grotesk Bold
Tracking set to +3. e.g 18/21 pt
Line spacing 100% e.g. 40/40 pt
Sentence case
Don’t use full stops

02

Subheads
Neue Has Grotesk Bold
Tracking set to +3. e.g 18/21 pt
Line spacing 100% e.g. 40/40 pt
Sentence case
Don’t use full stops

03

Copy  
Neue Has Grotesk Regular Tracking set to +3 Line spacing 135% e.g. 9/12pt Sentence case

Arial in Adobe Programs (Photoshop, Illustrator, InDesign, etc.)

01

Headline (Title)
Arial Bold: 72 pt
Tracking: Condensed 1
Line spacing: 0.85

02

Subheadline (Title)
Arial Bold: 14 pt
All Caps
Tracking: Normal
Line spacing: 0.9

03

Headlines (Slide)
Arial Bold: 28 pt
Tracking: Condensed 0.3
Line spacing: 0.9

04

Headline Copy
Arial: 16 pt
Tracking: Normal
Line spacing: 0.9

05

Copy + BulletPoints
Arial Regular: 14 pt
Tracking: Normal
Line spacing: 0.9

Accessibility test

Accessibility tests, like the Adobe Contrast Checker, help us fine-tune font choices to make sure our text is legible for readers with low vision and/or color blindness. That’s why as a best-practice we ask ourselves the following: Does the font color show up well on a specific background? Is the font size large enough to be read with ease? Is the font style too stylized to be understood?