Corporate Typefaces

Trade Gothic

In order to achieve a cohesive style in all marketing materials, it is critical to make consistent use of the Arora corporate typeface. The primary typeface that has been chosen for Arora’s identity is Trade Gothic with the following font variations: Light, Regular and Bold No. 2.

A typeface (also known as font family) is a set of one or several fonts. Each font of a typeface has a specific weight, style, width, slant, italicization, etc. (i.e., “Trade Gothic Light” or “Trade Gothic Italic”). Trade Gothic was designed by professional type designer Jackson Burke and you should never distort, condense, stretch or alter the corporate typeface in any way.

Trade Gothic: Light, Regular and Bold No. 2 abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789(.,!?&%$) abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789(.,!?&%$) abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789(.,!?&%$)

Acceptable Font Substitution

In situations where it is not possible to use Trade Gothic, such as PPT or Word documents, Helvetica or Arial (when Helvetica is not available) can be used.

Note: do not substitute Trade Gothic “Bold” for “Bold No. 2” – these are two separate fonts and using “Bold” instead of “Bold No. 2” will cause your copy to re-flow, producing unpredictable results.