Type and Color
Fonts
Typography helps establish the tone of Plains Venture’s brand expression. The system is built around two typefaces chosen to balance and complement each other. The consistent use of typography through established paragraph styles will help establish a singular voice and provide clarity in all brand communications.
LOGO FONT:
Atyp is a bold, modern font that was inspired by Bauhaus and the International Style of the early-mid 20th century. It pairs well with Signifier Light, a classic serif with high legibility and understated elegance.
HEADER FONT:
The header typeface is Signifier, a modern serif designed by Kris Sowersby. Acknowledging the processes and tools of digital form-making, Sowersby worked consciously with the computer to recast the lead, antimony, and tin of the 17th century Fell Types into ones and zeros. Signifier emerged from this alchemy with Bézier curves and sharp vectors determined by machine logic and a Brutalist ethos.
Fonts In Use
The Signifier Light is to be used only for headlines and is not to be used as a part of a logo. This font is suitable for use in both print and web applications. Atyp Display Medium is used both in the logo and as body copy. It can also be used as an accent font in small caps format.
HEADER FONT:
WEIGHT: Light
LEADING: Auto
KERNING: Optical, Zero
ALIGNMENT: Left Align
BODY COPY:
WEIGHT: Medium
LEADING: Auto
KERNING: Optical, +5
ALIGNMENT: Left Align
SMALL TEXT ALL CAPS:
WEIGHT: Medium
LEADING: Auto
KERNING: Optical, +100
ALIGNMENT: Left Align
Primary Color Palette
Primary
Secondary
Accent
Color Combinations
