Home > Web Design > Getting Typecast – A Basic Typographical System

Getting Typecast – A Basic Typographical System


One of the most fundamental elements of any company’s style guidelines, a good basic system of fonts and usage will help you build brand equity, leave a lasting impression, and appear consitent and professional regardless of industry. From print ads to dynamic websites, type is everywhere and it’s important. To that end, we’ve established a simple, but versatile type system we can use for all DigitalDay materials.

Our logo font is (a slightly tweaked) Futura, and that works well for headlines and pieces where it can be a title or section title. It does not lend itself to readability in large blocks of copy though, which brings us to our secondary font choice.


Avenir is a mix between a truly gothic/modernist style like Futura, and a more contemporary sans serif. It is easier to read in multiple sections of copy (like this one), so we use it to accompany Futura in print oriented pieces.

For the web (which is all we do), we obviously need to use different fonts for browsers and compatibility.

Our main web font is Lucida Grande / Lucida Sans. It is clear and clean, and we use it for copy and web-safe headlines. It’s a little more unique than Arial or Verdana, but is widely compatible when correctly specified.

Our accent font, used much more sparingly, is Georgia. Arguably the most attractive web safe font, its serifs and ornate style are a great contrast to the simple shapes of Lucida.

When used together (and per guidelines, a separate post), these fonts give off the sort of impression we’re looking for. Fun, but professional and fresh but still clear and easy to understand. Whether your intent is simple and minimalistic or ornate and lavish, set some basic typeface guidelines early on, and all of your designs and marketing pieces will benefit.

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