3 minute read
TYPOGRAPHY
USING TYPOGRAPHY
Letters, words and sentences are elements that carry our messages to the recipient. Good typography contributes to a consistent corporate image and enhances the written word, while bad typography can weaken the impact of a well-written text. Good typography also encourages the reader to continue reading, and ensures that the contents of the text are clear. To strengthen our profile it is important that we, in every market, strictly adhere to a common and limited typeface usage. All printed messages in Husqvarna’s name must be written in our typefaces. They are clean, uncomplicated typefaces suited to both long and short texts.
HUSQVARNA BRAND TYPEFACES
Husqvarna Gothic is our new typeface for all communication. It’s developed to be clear, modern, efficient and clearly communicate Husqvarna’s qualities. Husqvarna Gothic comes in three weights (bold, regular, light) with italic versions.
Typefaces
“Construction Global Marketing” on Connect
TYPOGRAPHY
Letters, words and sentences are elements that carry our messages to the recipient. To strengthen our profile it is important that we, in every market, strictly adhere to a common and limited typeface usage. All printed messages in Husqvarna’s name must be written in our typefaces.
STRIPED HEADLINES – HUSQVARNA GOTHIC BOLD, UPPER CASE
x x Primarily as main headlines. To be used on images or patterned backgrounds. TAKE ADVANTAGE The grey stripes are preferred but on very dark back grounds the white stripes are more visible. Never use full stops in upper case headlines.
Stripe Husqvarna CP Grey Text white, letter spacing +10 OF OUR EXPERTISE Object opacity 90%
TAKE ADVANTAGE
Stripe white Text Husqvarna CP Grey, OF OUR EXPERTISE letter spacing -5 Object opacity 90%
The white and grey stripes can also be combined like this. HEADLINES, UPPER CASE – HUSQVARNA GOTHIC BOLD/REGULAR/LIGHT To be used as headlines or subheadlines. Never use full stop in upper case headlines. Metric kerning. Letter spacing between 0 to +30 depending on size, colour and background.
TAKE ADVANTAGE OF OUR EXPERTISE TAKE ADVANTAGE OF OUR EXPERTISE TAKE ADVANTAGE OF OUR EXPERTISE
HEADLINES, SENTENCE CASE – HUSQVARNA GOTHIC BOLD Use full stop in sentence case headlines. Metric kerning. Letter spacing 0.
Take advantage of our expertise.
BODY COPY, SENTENCE CASE – HUSQVARNA GOTHIC LIGHT ALT REGULAR Alway use sentence case. Metric kerning. Letter spacing 0 to +10 depending on size, colour and background.
Vo cume niu intrum pro cri patentea vid ma, se forarenamdie nonfitem came fec in intemen atabut ac ocum detiu mur, comnemnit; ium senihinensul convolique aucidea oc tam sendacivem ut facris.
Vo cume niu intrum pro cri patentea vid ma, se forarenamdie nonfitem came fec in intemen quem aper es li publis es sulos detiu mur, comnemnit; ium senihinensul convolique aucidea.
NUMBERS – BODY COPY Standard numbers.
1234567890
NUMBERS – TABULAR LINING Choose “Tabular lining” under Open Type features. 1234567890
ADDITIONAL WEB TYPEFACES
In all digital communication that requires typefaces installed on the user’s computer, we use Trade Gothic. This is the case on the website and mobile website. If possible we use the corporate typefaces in digital communication when the typefaces are embedded in the file. This applies for external banners in .gif or .swf format, as well as films and rich media applications.
TRADE GOTHIC ROMAN
TRADE GOTHIC BOLD
HUSQVARNA GROUP TYPEFACES
Working with several brands gives us the need to have an overall look in certain areas. This typography is only to be used for the applications presented in this manual.
CORRESPONDENCE
For all our stationery we use Husqvarna Group’s corporate typeface Avenir. Here we show only the weights needed.
POWERPOINT AND E-MAIL
Arial is Husqvarna Group’s typeface for Powerpoint presentations and e-mail signatures. Arial is a standard typeface available on all computers. AVENIR 35 LIGHT abc ABC
ABCDEFGHIJKLMNOPQRSTU VWXYZ?!{&}@£$¥123456789(0) abcdefghijklmnopqrstuvwxyz AVENIR 55 ROMAN abc ABC ABCDEFGHIJKLMNOPQRSTU VWXYZ?!{&}@£$¥123456789(0) abcdefghijklmnopqrstuvwxyz AVENIR 65 MEDIUM abc ABC ABCDEFGHIJKLMNOPQRSTU VWXYZ?!{&}@£$¥123456789(0) abcdefghijklmnopqrstuvwxyz AVENIR 85 HEAVY abc ABC ABCDEFGHIJKLMNOPQRSTU VWXYZ?!{&}@£$¥123456789(0) abcdefghijklmnopqrstuvwxyz
ARIAL REGULAR
abc ABC
ABCDEFGHIJKLMNOPQRSTU VWXYZ?!{&}@£$¥123456789(0) abcdefghijklmnopqrstuvwxyz ARIAL BOLD
abc ABC
ABCDEFGHIJKLMNOPQRSTU VWXYZ?!{&}@£$¥123456789(0) abcdefghijklmnopqrstuvwxyz
ARIAL REGULAR ITALIC
abc ABC
ABCDEFGHIJKLMNOPQRSTU VWXYZ?!{&}@£$¥123456789(0) abcdefghijklmnopqrstuvwxyz ARIAL BOLD ITALIC
