Visual Guide
This guide includes the key elements of our visual identity and how to use them. Applying these elements consistently across all collateral will build and maintain the strength and recognition of our brand.
Typography | Headline
DIN 2014 Demi
Color
- On light backgrounds, use Crucial Dark Blue or Dark Gray.
- On dark backgrounds, use White or Light Gray.
Captilazition
Page headlines should be sentence case if written as a sentence, and the title case if written as a title.
Line Spacing
Line spacing should be fairly tight for headlines. It should be about equal to the font size. 36pt font = 36pt line spacing.
Typography | Sub-headline
DIN 2014 Demi, Demi Italic, Light, Light Italic
Color
- On light backgrounds, use Crucial Dark Blue, Dark Gray, Medium Gray, or Crucial Blue.
- Gray, or Medium Gray, or Crucial Blue.
Captilazition
Page headlines should be sentence case if written as a sentence, and title case if written as a title. All caps is also acceptable if needed to create correct emphasis.
Line Spacing
Line spacing should be fairly tight for headlines. It should be about equal to the
font size. 36pt font = 36pt line spacing.
Typography | Pre-header
DIN 2014 Demi
Color
Pre-headers should be shown in the same color as the headline that follows.
Tracking
Pre-header tracking should be 0.
Capitalization
Pre-headers should be in sentence case. If the headline below the pre-header continues the sentence, the first word of the headline should not be capitalized.
Wrapping
Pre-headers can occupy more than one line. They should be used to help emphasize the main headline text by moving less important text into the pre-header.
Size
Scale between 30% and 50% of headline size.
Typography | Category Pre-header
DIN 2014 DEMI
Color
Always use category pre-headers in Crucial Blue.
Tracking
Category pre-header tracking should be 60.
Captilazition
Category pre-headers should be all caps.
Wrapping
Category pre-headers should not occupy more than one line.
Size
Scale between 30% and 50% of headline size.
Linking
When used on-line, category pre-headers can link back to a category page.
Typography | Paragraph Headlines
DIN 2014 Bold
Color
- On light backgrounds, use Dark Gray or Crucial Dark Blue.
- On dark backgrounds, use White or Light Gray.
Capitalization
Paragraph headlines can be title case or sentence case.
Size
Paragraph headlines should be the same font size as the body copy but bold font weight. Line spacing should be slightly larger than font size. 9pt font = 12pt line spacing.
Typography | Body Copy
DIN 2014 Regular
Color
- On light backgrounds, use Dark Gray text.
- On dark backgrounds, use White or Light Gray text.
Capitalization
Body copy should always be sentence case.
Size
Size may vary depending on the application. Line spacing should be slightly larger than font size. 9pt font = 12pt line spacing.
Typography | Legal Copy
DIN 2014 Regular
Color
- On light backgrounds, use Medium Gray text.
- On dark backgrounds, use Light Gray text.
Capitalization
Legal copy should always be sentence case.
Size
Small but legible. As a rule of thumb, around 6pt. Line height should equal font size, so 6pt font = 6pt line height.
Typography | Product Names
Headline Capitalization
When using product names as headlines, set them in all caps for added importance.
Visual Treatment Only
When products are mentioned in copy, they should be written in title case rather than all caps.