BRANDING GUIDELINES

BRAND INGREDIENTS

TYPOGRAPHY

Our typography consists of two font families Oswald and Open Sans. Our primary typeface is Oswald. Oswald is a sans serif font and most noticeable for it’s tall x-height and bold lettering. This font was chosen to represent the empowerment vaue of our brand and is best used for headlines that demand attention.

Open Sans is a clean and easy-to-read sans serif font. It acts as the main body font used for large blocks of text, but versatile enough to be used in headings or sub headings when needed.

These fonts should be always be readily available and should only be substituted in rare occurances. Please contact Brand Help Desk to provide reccomendations on suitable substitutions if needed.

Download Fonts

TYPE STYLES

HEADLINES

Headline One
Typeface: Oswald
Font-weight: Bold
To be used as the primary headline and always written in uppercase.

Headline Two
Typeface: Oswald
Font-weight: Regular
Approximatley 60% of Headline One size. To be used in combination with Headline One and can be written in either uppercase or titlecase based on application.

Headline Three
Typeface: Open Sans
Font-weight: Bold
Approximatley 55% of Headline Two size. Only to be used in combination with Headline Two for in-depth type hierarchy. Always written in titlecase.

HEADLINES

For our paragraph style we always use Open Sans Regular to achieve the best legibility. This applies to all supporting text.

RULES FOR HEADLINES

LINE HEIGHTS

Because Oswald has a higher X- height we prefer above 100% line height to increase legibility. This will vary between long vs. short headlines based on the text length.

   1. Headline One – Short Copy
       Oswald Bold – 106% line height

   2. Headline One – Long Copy
       Oswald Bold – 109% line height

   3. Headline Two – Short Copy
       Oswald Bold – 118% line height

   4. Headline Two – Long Copy
       Oswald Bold – 126% line height

TRACKING

Generally tracking will remain at 100%, but can be increased to change visual interest of headlines. Tracking must never be decreased below 0 to ensure proper legibility.

   1. Acceptable Tracking
       Headline One – 100% tracking

   2. Unnacceptable Tracking
      Oswald Bold – 70% tracking

LENGTH

The length of a headline is important for readability. Try to keep headlines short for greater impact.

   3. Suggested Length
   4. Unacceptable Length

QUOTATIONS

When using quotations in headline, use Open Sans. Scale the quotations to top align with the headline.

   1. Suggested quotations usage
   2. Unacceptable quotations usage

COMMAS

When using commas in headlines, use Open Sans. The commas do not need to be scaled.

   3. Acceptable comma usage
   4. Unacceptable comma usage

RULES FOR PARAGRAPHS

LINE HEIGHT

For our paragraph style we should always use the line height of 138% to ensure proper readability.

WIDTH + RAG

The length of text should never be really long or really narrow. The rag styling is how the edge of each type line flows together. This will ensure proper legibility and readbility.

WIDOWS + ORPHANS

In typesetting, widows and orphans are lines or single words at the beginning or end of a paragraph which are left dangling at the top or bottom of a page or column. For proper text flow, we must ensure no widows or orphans are present within paragraphs.

BULLETED LISTS

Bulleted lists are used for items that do not have to be included in a specific order. Bulleted lists require a left indent. Long lists require more spacing between points and short lists require less spacing.

NUMBERED LISTS

Numbered lists are used for items that do need to be included in specific order. Numbered lists require a left indent. Long lists require more spacing between points and short lists require less spacing.

ITALICIZING

Italics can be used throughout our paragraph type style to emphasize or contrast. The purpose of using italics is to draw attention to some particular part of a text.

TRACKING

Tracking is not to be used within paragraphs, but can be used for stylizing body copy used on it’s own (i.e descriptors). See example in ‘Successful Type Variations’.

TEXT LOCKUPS

LINE HEIGHT

Here are a few examples on how to combine our headline styles and paragraph style.

SUCCESSFUL TYPE USAGE

Here are a few examples of how to successfully apply type. Both of these examples are successfully using the header and paragraph rules as listed above. Following these rules allows for consistency, hierarchy, and legibility.

SUCCESSFUL TYPE USAGE

UNSUCCESSFUL TYPE USAGE

Here are a few examples of type applications to avoid. Theses examples do not follow the paragraph and header rules listed above. This shows the negative impact it can have on our messaging when not complying with these rules.

UNSUCCESSFUL TYPE USAGE

SALONSCALE BRANDING GUIDELINES 2022