Typography

Our typeface is Metric. It helps create our own recognisable, visual style with clarity and sharpness, while maintaining consistency of presentation across all our communications.

Typography: Three things you must do

1. Our typeface is Metric

Metric is our typeface, it’s clean and precise, with technical qualities to help us convey our uncompromising approach to innovation. Consistent application will continue to build recognition of our brand.

Our core weight is Metric Light for both headlines and body copy. Metric Medium is used as a supporting weight to create hierarchy for body copy. Where there are constraints to format size or reproduction, Metric Medium is used to aid legibility.

2. Use the right style

We use uppercase Metric Light with wide letter spacing as our core type style. This style is typically used for large impactful headlines that bring our Brand Promise to life, such as campaign headings, front covers, or to draw our audience’s attention. The use of uppercase headlines is kept short at typically no more than 40 characters to ensure impact and readability.

All other headings such as informative or supporting headlines are set in sentence case. There should be a consistent use of style and weight of headings and body copy within the same communications.

3. Ensure legibility and visibility

We must always consider visibility and its purpose when optimising a message for each touchpoint across the consumer journey. Consider the type style chosen, size, and spacing to ensure that, regardless of touchpoint or channel, our messages can be seen and read.

Our aim is to lead with Metric Light across all AEG communications. However, where formats compromise the size and legibility of Metric Light, we can use Metric Medium for increased legibility.

Our typeface

All AEG communications – in print, digital and large formats should use Metric where possible, delivering a contemporary appearance and high legibility at all sizes. Although Metric is available in a wide range of weights, we only use the Metric Light and Medium:

Light
Our core weight is Metric Light for both headlines and body copy

Medium
Metric Medium is used as a supporting weight to create hierarchy for body copy. Where there are constraints to format size or reproduction, Metric Medium is used to aid legibility.

There should be a consistent use of style and weight of headings and body copy within the same communications.

Alternative languages Metric contains a complete set of Latin accented characters. Metric should be used for any Latin-based languages only.

For Greek and Cyrillic in UI applications we use Roboto.

For Greek and Cyrillic in print applications we use Avenir Next.

System font

In certain cases, such as
Word documents, PowerPoint presentations, emails, and other, similar applications, we may not be able to use our primary typeface Metric. Metric will convert to a standard system font Arial Regular and Arial Bold.

Our type styles

Core type style
We use uppercase Metric Light with a wide tracking as our leading type style. This style is typically used for large impactful headlines that bring our Brand Promise to life.

This style can also be used at smaller sizes, acting as eyebrow information to main headings or notable statements/information, i.e. AEG.COM

The use of uppercase headlines is kept short at typically no more than 40 characters to ensure impact and readability.

Supporting type style
Key information above the 40 character limit is set in sentence case.

Supporting text can consist of large amounts of body copy in a brochure or presentation, supporting headlines in social media posts, captions in videos or descriptors alongside product names and features.

Please note:

Where formats compromise the size and legibility of Metric Light, we use Metric Medium for increased legibility.

By using the two type styles in combination, we also aim to create a visual hierarchy, in keeping with our overall, modern design style.

Type style: Campaigns

Core type style
For headlines in campaigns, use the Metric Light uppercase style. It is centre aligned and spaced out (see specifications opposite). The headline should be placed in the centre of the
page to grab attention and work alongside the image it is placed over.

Headlines for our campaigns are evocative and inspiring – always bringing our Brand Promise to life. They are short, typically no more than 40 characters.

Supporting type style
Body copy should be set in Metric Light in sentence case. In this example it is set
centred, aligning with the logo, centred at the top. When text is used over full-bleed imagery, we allow flexibility to make sure all elements over image are clearly visible and optimised to have the greatest impact – therefore Metric Medium can be used to ensure legibility for key parts of the text or even the whole paragraph, if necessary.

1. Headline
Metric Light
Uppercase, centred
Letter spacing/tracking: 200
Leading: Set solid (100%)

2. Supporting body copy
Metric Light
Sentence case, centred
Letter spacing/tracking: 0
Leading: 115%
Paragraph spacing: 50% of leading

3. Brand Promise
Metric Light
Uppercase, centred
Letter spacing/tracking: 100
Leading: 115%

4. Call to action (URL)
Metric Light
Uppercase, centred
Letter spacing/tracking: 0
Leading: 115%

Type style: In video

Intro frames
For the start of a video, we want to create impact with the headline, which can appear in our uppercase headline style. However, if the intro text is longer and more benefit orientated, we should utilise the supporting type style,
Metric Light in sentence case.

Our core type style can be used as eyebrow information above the headline, featuring the product name or feature.

Content frames
In video content frames, we can carry through uppercase eyebrow information like the product name or feature. The descriptive text underneath is often made up of long sentences, so we use sentence case to aid readability.

As with all AEG communications we lead with our core weight, Metric Light. Where video content cannot be optimised for clear contrast against the text, we can use our supporting weight, Metric medium to bring more definition
to our typography.

1. Product name
Metric Medium*
Uppercase, centred
Letter spacing/tracking: 190
Leading: 115%

2. Descriptive copy
Metric Light
Sentence case, centred
Letter spacing/tracking: 0
Leading: 115%

3. Product name
Metric Medium*
Uppercase, left aligned
Letter spacing/tracking: 190
Leading: 115%

4. Descriptive copy
Metric Light
Sentence case, left aligned
Letter spacing/tracking: 0
Leading: 115%

*We aim to use Metric Light where possible. However, these examples to the right have been optimised with Metric Medium to aid legibility on social media content viewed on mobile screens.

Typography don’ts

Don’t use Metric Light in uppercase for long sentences, always use sentence case.

Don’t use Metric Light spaced out in sentence case for ‘Challenge the Expected’ headlines, always use uppercase.

Don’t use Metric Semibold spaced out in uppercase for ‘Challenge The Expected’ headlines, always use Metric Light or Metric Medium when on our website.

Don’t use uppercase for product names where the character count exceeds 40 characters,.

Don’t use Metric Light in uppercase with tight letter and word spacing.

Don’t use uppercase for body copy, always use sentence case.

Don’t use uppercase for mid-funnel content, use sentence case. Don’t use white type on light backgrounds if it compromises the readability, use carbon.

Don’t use eyebrow information in sentence case. Always uppercase, typically no more than 40 characters.

Resources

You can download the Metric font here or search for it on EML under this code: GMAAAP15LC363002.