TYPOGRAPHY

Type is an important part of our identity. If fonts are used consistently and intentionally we will be able to create instant understanding of importance and purpose within our branding, signage, and publication. Type has been used to create hierarchy within systems for a long time and we want to use every tool we have to our advantage. Our typography was selected because of its strong geometric (a harmonious addition to our grid based logo) and masculine feel and its flexibility as a multi-type system. It should be noted that because we want the absolute best, these fonts are all purchased from Hoefler & Co. (these are not cheap) and should be distributed only to internal designers.

Gotham is an extremely popular sans serif font maintained by Hoefler & Co. It is what is known as a "superfamily." This means that there are dozens of weights and widths available in its family. While this tremendous flexibility is useful it is also often taken advantage of to a point of laziness. We want to denote extreme rarity and excellence in our top level branding. This means that Gotham should only be used in all uppercase, bold and set at 300 wide tracking. The leading will depend on the size of the logo but typically runs at about 1.28 times the font size. When in doubt use the eyedropper tool to duplicate the secondary lockup's wordmark.

SHARP GROTESK SEMIBOLD 25

Our main headline font should always be huge. Enormous. Obnoxious even. Think of it more as a design element than a headline and you’ll probably understand it better. It was chosen for it’s machined like quality that feels very metal-pressed. Pay particular attention to the period. The capital G also contains a hidden arrow that emphasizes “going” and the overall shape of the letterforms is quite similar to our 10x11 grid structure.

KNOCKOUT WELTERWEIGHT 50

Another superfamily from Hoefler & Co. Knockout evokes boxing and clean poster design from the 30's when type was limited and headlines needed to really pack a wallop. Condensed type is great for limited horizontal space so it's useful for menu navigation and headings that are too long for Idlewild. In its condensed form Knockout should be all uppercase with wider kerning for legibility. 

National 2 Regular

National 2 is our workhorse. It should always be used case-sensitive and rarely in italics. It works for everything from subheadings to pull quotes and scripture text. Predominantly, National 2 should used in regular weight for body copy.

BB Strata OL Bold

BB Strata is an abnormal little monotype and should be used sparingly to highlight “meta-data”. An example would be a reference at the end of an excerpt of scripture or a Value emphasized in a particular piece. It should always be set to 200 tracking and in a very small size, all uppercase.