When it is used thoughtfully, typography becomes a powerful brand tool that can reinforce our messages or add visual meaning. BenU’s typography communicates clearly and cleanly, and is flexible for a wide range of situations.
Knockout, our primary sans-serif family, is a mainstay in our communications. Avenir, our secondary sans-serif, performs well at small sizes and in longer-form text. Used together, these typefaces create a clear hierarchy for content legible and engaging. Licenses for these branded fonts are limited and are managed by the Office of Marketing and Communications. To request consideration for a license, please contact Gary Kohn at firstname.lastname@example.org.
Uses: headlines | subheads | lead-ins | pull quotes | callouts
Uses: subheads | lead-ins | pull quotes | body copy | callouts | captions
Our brand fonts may not always be available for use in Word documents, PowerPoint presentations and other digital applications. Appropriate substitutes are listed here.
Use Oswald whenever available as a substitute for Knockout. If Oswald is not available, use Impact. Impact is a system font and should be a default font on your computer.
Arial is the acceptable substitute for Avenir. Arial is a system font and should be a default font on your computer.
Using type thoughtfully is crucial to making our designs look professional. Follow these tips to make sure our typography is consistent.
Line spacing, called leading, is critical to setting professional-looking type that is easy to read. Leading should be set tight, but not too tight. With our typefaces, text generally looks best with leading set slightly looser than the default.
Correct letter spacing, called tracking, also makes the type easy to read. Outside of headlines, text should always be tracked at the default setting, and optical kerning should be used when it is available.
Note: Start with leading that is two or three points higher than the point size of the text or use the default setting. This will not always be right, but can easily be adjusted from there.
Use the sample specifications shown in this section as a starting point when setting type in a new layout. These proportions are designed for print, but they apply to digital and environmental applications as well. Since our two typefaces pair so well, keep in mind that it’s possible to substitute one for the other to create layouts that feel more formal or more casual.