Typography is another important element that adds consistency to all communication materials.
Typography
In the CPC visual system, the primary sans serif typeface is Trade Gothic, which is approved for use in the font styles shown below. Use Trade Gothic for headlines, subheads and body copy. For small font sizes, use Trade Gothic for legibility.
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Use of the primary typefaces and styles on all materials is strongly encouraged. However when they are unavailable, the alternative, News Gothic MT, is acceptable. Arial should be used when the primary or alternative typeface is unavailable. An example use for Arial are email distributions where a system font is necessary.
Typography is a key visual element in the CPC brand. We will use Trade Gothic Pro LT as the primary typeface. There are multiple weights in the designer’s toolbox to establish easy-to-understand pieces with clear typographic hierarchy.
When setting type on a CPC piece, a designer will usually have a Headline, Subhead, and Body Copy (sometimes more, sometimes less). Use the different weights of Trade Gothic Pro LT, point size, and color to establish typographic hierarchy. Make sure the most important information presents itself as such.
The headline will be in Trade Gothic Pro LT Bold Condensed no. 20, subhead in Condensed no. 18, and the body copy will be in Trade Gothic Pro LT Light. Color treatment will, in most cases, be uniform. All CPC headlines should end with a period to denote confidence in the message.
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Oluptatio bea quame rerro magni sume consendia quam sequia vero es reium harciis rem comni doloribus eicto omnis evendip suntiunto beate vero conem rem voluptatquod et etur simporem expedi sapit est, omnim litestia ius, saperaere alique maximagnis eatia dolupta tectem es aspero blabor aut re porunt. Dia con conseque debis ius, autem.
In all advertisements, the headline will be a mix of Trade Gothic Pro LT Condensed no. 18 and Bold Condensed no. 20. If there is a subhead, it should be in Trade Gothic Pro LT Light. Use CPC Light Blue to highlight the key phrase in the headline.