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TYPOGRAPHY

Our primary typeface is Metric, because its clean, precise, and technical qualities help us convey our uncompromising approach to innovation. 

Metric allows us to create our own recognisable style with clarity and sharpness, while maintaining consistency of presentation across all of our visual communications.

 

At times our typography needs to feel quietly confident, then at others grab attention. When using type we must always ensure visibility and consider its purpose when optimising a message for each touchpoint across the consumer journey.

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METRIC PRINCIPLES

  • Metric Light: our main typeface that should be used on all communications, in headlines and for body copy

  • Supporting font weights are Medium for video captions and Semi-bold for body copy and sub-headings

  • We have two layout styles: left-aligned (used for the vast majority of our content) and centered (used as an attention grabber and a way to pace design)

  • Metric contains a complete set of Latin accented characters. It is used for Latin-based languages only.

  • For Greek and Cyrillic in UI applications, use Roboto. In print applications, use Avenir Next.

  • Our typography is used in harmony with moving image in video. We must ensure text captions in videos are easily readable.

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TYPOGRAPHY AND COLOUR PRINCIPLES

  • In most cases typography is white or light gray

  • Occasionally, we can use black typography on bright backgrounds

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TYPOGRAPHY USAGE

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ASSURED HEADLINE

  • We use our ‘assured’ headline style on value-driven messages

  • It is short, engaging and impactful 

  • It is always set in uppercase Metric Light, centered and spaced out

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BENEFIT COMMUNICATION

  • Feeling more functional, human and informative, this is our ‘go-to’ type style

  • It is set in uppercase Metric Light and not spaced out. Can be centered or left-aligned

  • Exceptional use: Medium font weight for smaller size captions to ensure legibility

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VIDEO

  • Our typography must always be legible. We apply the typeface in white colour.

  • Typeface is Metric Light uppercase, left-aligned

  • Detailed principles for typography usage in video are described in On-Screen Text or in individual Asset chapters

TYPOGRAPHY DONT's

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Do not use uppercase spaced out for long sentences.

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Do not use sentence case for ‘assured’ headlines on any piece of communication or physical space.

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Do not use uppercase spaced out for body copy

RESOURCES

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

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