Using the type

Four typefaces, and they do not overlap. Most of the time you only need one of them.

The four

Proxima Nova does everything normal. Headings, body, buttons, labels, spec tables, prices. If you are setting words and you are not making a campaign banner, this is the one.

Flood is the brush face on the angled red banners and the big campaign lines. It is display only. Never set a paragraph, a button or a price in it.

Hand Of Sean is the handwritten face used for model names on the machine itself and in the brochure that presents the machine. It never goes on the web.

XScale draws the letters inside the logo artwork. That is all it does. You never type in it, because the logo is supplied artwork and is never retyped.

Both hand faces can appear in one brochure doing different jobs. That is correct and it is not a clash.

Flood has one style only

There is no bold Flood, no italic Flood, and no light Flood. If your software offers you a bold or a slant, it is faking one, and a faked brush face looks wrong immediately.

To make a Flood line feel stronger: make it bigger, or make the banner bigger. That is the only lever.

Keep Flood lines short. Around eighteen characters. It is a wide face with no condensed version, so a long line either shrinks until it is unreadable or runs off the banner.

Title Case

Headings and buttons are Title Case. Capital On Each Main Word.

• Shop Now
• Add To Cart
• Keep Your Pastures Clean And Your Animals Healthy

Not ALL CAPS either, except for a small label above a heading, or a badge.

Weights

Five, and you rarely need more than three.

Weight	Use it for
Light 300	A small label above a heading, and nothing else. Never body text.
Regular 400	Body text, form fields, small print.
Semibold 600	Card titles, labels, table headers. The one you will use most.
Bold 700	Buttons, navigation, a bolded word inside a sentence.
Black 900	Big headings and large numbers.

Keep two steps between things that sit next to each other. A card title at Semibold sits on body text at Regular. Do not use Bold for a title and Semibold for its body: they are too close and it looks like a mistake.

Sizes

Big heading, section heading, sub-heading, card title, intro line, body, small body, label. If you find yourself wanting a size between two of them, one of the two is right and the layout is fighting something else.

Keep a paragraph to about 65 characters a line. Longer than that and people lose their place on the way back to the left.

Numbers in a column, prices especially, should line up. Most design software calls this tabular or lining figures.

When you cannot get the fonts

Proxima Nova and Flood come from an Adobe Fonts subscription. Hand Of Sean is a separate desktop licence. On a machine without them, or in an email:

• Instead of Proxima Nova, use Montserrat. Failing that, Helvetica Neue or Arial.
• Instead of Flood, use Proxima Nova or Montserrat, Black weight, in capitals.

Never substitute a random handwriting or brush font for Flood. A wrong brush face reads as a different company altogether. A clean bold sans just reads as a missing effect, which is a much smaller problem.

The fonts do not leave the building

Do not email a font file to a printer, a sign writer, an agency or a dealer. The licences do not cover that. Send them a PDF or outlined artwork instead.