Brand guidelines
Typography
Our primary typeface is Plus Jakarta Sans: a modern, geometric sans-serif with warmth, used across all digital and print touchpoints. Its range of weights (400–800) supports a clear hierarchy from body copy to bold display headlines.
The type system
Primary font:
Plus Jakarta Sans
Loaded via Google Fonts at weights 400, 500, 600, 700, and 800. All digital products, the website, landing pages, social graphics, and presentations use this typeface exclusively.
Hierarchy & scale
| Level | Size (desktop) | Weight | Line height | Use |
|---|---|---|---|---|
| H1 (heading-xl) | 48px | 800 Extrabold | 105% | Page titles |
| H2 (heading-lg) | 32px | 800 Extrabold | 105% | Section headlines |
| H3 (heading-md) | 21px | 700 Bold | 120% | Card / tile titles |
| H4 (heading-sm) | 18px | 700 Bold | 120% | Feature titles, labels |
| Intro (body-xl) | 24px | 600 Semibold | 120% | Intro paragraphs |
| Subline (body-lg) | 18px | 600 Semibold | 140% | Sublines, body intros |
| Body (body-md) | 16px | 500 Medium | 140% | Standard body text |
| Small (body-sm) | 14px | 400 Regular | 140% | Descriptions, captions |
| Tag | 14px | 800 Extrabold | 120% | Eyebrow labels (uppercase) |
Details that matter
All heading levels use negative letter-spacing (-0.01em to -0.02em) to create tighter, more confident display type. Body text uses no additional tracking.
Use sentence caps or title caps. Avoid all caps, which makes us feel colder and more clinical.
Headings scale down on smaller screens: H1 is 48px on desktop, 36px on tablet, 28px on mobile.