Typography
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Another brand component that is equally important in strongly representing a brand is typography. Typography refers to the manner by which text are visually and systematically curated to convey a message and evoke an emotion. Typography combines principles of design (e.g. alignment, color, space) to typefaces and fonts to create appealing text.
As typography is capable of representing the core principles of our Institute, it becomes crucial to carry clean, modern, and credible typefaces that combine well. This will also result to effectively communicating desired key messages to our intended stakeholders.
Typeface vs Font
Oftentimes, typeface and font are interchangeably used to refer to a name of character style used for text. But contrary to popular belief, this only refers to typeface. Examples of common typefaces include Arial, Calibri, and Times New Roman. Font on the other hand, refers to the specific character style application. Think of font as a variant of a typeface. For example, Arial Black and Arial Narrow are fonts of the Arial typeface.
Primary Typefaces
Primary Typefaces
The primary typefaces are imposed to be used in communication materials especially those intended for external stakeholders. These are open-source typefaces from Google Fonts. Google Fonts licenses them for free, and can be used for commercial use. These may also be embedded on web pages using codes for HTML and CSS.
Plus Jakarta Sans is a sans serif typeface designed by Gumpita Rajayu. This typeface and its variable or opentype fonts were originally commissioned for the Jakarta Provincial Government for the +Jakarta City of Collaboration identity in 2020. Plus Jakarta Sans is a monolineartypeface that has sharp yet modern and clean curves.
Plus Jakarta Sans should be the standard typeface to be used for print and digital communication materials, ideally for both headings and body text.
Aleo is a slab serif typeface designed by Alessio Laiso, originally intended to complement the Lato typeface of Lukasz Dziedzic. Aleo is a highly legible typeface with semi-rounded details and clean lines.
Aleo shall be used only for headings in print and digital communication materials, particularly Aleo ExtraBold and Aleo Black fonts. Rarely use Aleo for body texts.
Kaushan Script is a decorative, script typeface designed by Pablo Impallari. This is a typeface that is more freeform rather than consistent with its angles and spacing. Similar to most script typefaces, Kaushan Script does not offer variations in terms of fonts. Albeit optimized to be embedded on web pages, this typeface can also appear appealing on print and other digital media.
For our brand, Kaushan Script is specifically intended to be used for informal/nonformal collaterals or for congratulatory/celebratory materials.
Secondary Typeface
Secondary Typeface
Bahnschrift, a typeface designed by Aaron Bell, is a built-in typeface in Windows computers which Microsoft started to offer from the Windows 10 operating system. Bahnschrift is Microsoft’s first typeface with variable fonts, and is Microsoft’s own version of the popular typeface, DIN 1451 typeface designed by German standards body, Deutsches Institut für Normung (German Institute for Standardization).
Bahnschrift is a duplexing typeface which means that the width of letters remain the same regardless of variable font used. This makes Bahnschrift ideal for text on tables.
In the RITM context, Banhschrift should be used for internal and external correspondences alone, and other controlled documents.
Typeface Pairings
Typeface Pairings
To create visual impact through texts, the following combinations of typefaces may be used to present texts in communication collaterals.
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