- Brand Positioning
- Our Voice
- Visual Identity
- Using the Brand
Line spacing, called leading, is critical to setting professional-looking type that’s easy to read. Leading should be set tight but not too tight. All our typefaces generally look best with leading set slightly looser than the default.
Note: A good rule of thumb is to start with leading that is two points higher than the point size of the text. This won’t always be right, but leading can be adjusted most easily from there.
Correct letter spacing, called tracking, also helps make the type easy to read. Outside of headlines, our typefaces should always be tracked slightly tighter than the default setting, and optical kerning should be used when available.