The typography of our brand
The way our brand presents itself matters. Typography is an important component. Making words look beautiful, The Children’s Center way.
Primary type family
Frutiger 57 Condensed is primary typeface family for The Children’s Center and should be used whenever possible to communicate key brand messages in headlines and display copy. It’s available in multiple weights, complete with italics, condensed, and condensed italic variants.
Frutiger 67 Bold Condensed must be used for headline and display text in all offline marketing materials, and select digital materials where the fonts can be embedded or served online. See examples of usage below.
Secondary type families
Mate Regular and Frutiger 57 Condensed are used for all body copy, online and offline. Use alternative typeface, Arial, when Mate Regular and Frutiger 57 Condensed are not available or embeddable, such as when designing PowerPoint decks and emails. Mate Regular Italic is our ‘voice’ font, and is used exclusively for customer testimonials and member quotes. Use alternative typeface, Times Roman, when Mate Regular are not available or embeddable.
Helvetica is used online as body copy with Arial as a fallback, combined with Frutiger 57 Condensed for section titles and headlines. Explore some examples of these typefaces in use, as well as our ‘voice’ font, below.
Below is a guide to some basic typography used in offline, online, and print communications. Always refer to approved templates and specifications for full guidance.
An example of basic headline, body copy, and bullet usage is as follows:
Here is an example of a client or customer testimonial:
Do: Use only the approved font families
We’ve chosen our typefaces carefully. They offer quite a bit of flexibility, so stick with them.
Do: Let it breathe
Use ample line height and paragraph spacing for easily scannable copy.
Don’t: Track to extremes
A small adjustment to help balance space is great. Stretching that headline across the page is not.