Type usage

Our type style is straightforward, authoritative and approachable. The following settings give baseline principles for consistent typographic application across the DMCC brand. The following points should also be considered:

• Larger sized typography should be set more tightly than smaller sized typography. Optical adjustments to the below settings should be made when needed to compensate for this.
• It is important to limit the amount of different sizes, weights and styles in any single application. As a baseline guide, two weights and three sizes should be enough for most applications.
• The proportional type sizes specified below should be used as a guide when determining typographic hierarchy in relation to the DMCC logo.

Print and digital advertising

For consistency and clarity across DMCC communications, the following proportional type sizes should be used to establish typographic hierarchies in relation to the DMCC logo. The size relationships specified below can be applied to different styles and weights including headlines, subheaders, secondary text and body copy.

It is important to limit the amount of different sizes, weights and styles in any single application. As a baseline guide, two weights and three sizes should be enough for most applications.

Working with the proportional type sizes given above on a simple grid system offers a good degree of flexibility within a consistent framework, as shown below.

Offsetting headlines offers a more fluid approach to typography, that can be used selectively on primary headlines to add dynamism and interest to DMCC layouts. The key principles of this approach are outlined below.