Typography
Aligning typography will make your texts recognizable and part of the Hocoma brand. Here’s all you need to know to do so.
Hocoma type family
The Hocoma identity uses Helvetica Neue in two different main type weights: 95 Black and 45 Light. There are two additional weights for specific uses.
As a general rule, texts should always be left-aligned, and not-hyphenated. The use of italic cuts should be avoided. For more specific typesetting rules, please inspect and apply Indesign paragraph and character styles as set in the open files. You can download them here.
Helvetica Neue 95 Black is used for:
- headlines, sub-headlines, small titles, in ALL CAPS, either with gradient fill or white on gradient box
- sparse highlights within the body copy, in lowercase, either with gradient fill or medium gray
- big numbers in illustrations, bullets and numbering in lists
Helvetica Neue 45 Light is used, always with +10 tracking, for:
- body copy
- introduction texts
- quotes
- captions and notes
- page numbering and footer
It is usually used in medium gray, otherwise in white only when placed on a gradient box or over a dark image/photograph.
Helvetica 75 Bold is only used in very specific cases, when the black cut of the family proves too dark to be readable. Specifically for:
- trademark symbols, asterisks, and plus signs in headlines and sub-headlines (set in Helvetica 95 Black)
- highlighting parts of copy at small sizes (as in the case of names on business cards)
Helvetica 25 Ultra Light is used exceptionally for:
- keywords or headlines that need to be diversified from the main headline
- big statements used as “illustration”
According to your case, you can use this weight in ALL CAPS or sentence case, with a tracking between +20 and +40, always with gradient fill.
Type hierarchy
The image below provides an overview of text hierarchy that should be kept in mind/respected when using paragraph and character styles. Text sizes mentioned in the overview are based on the universal format (see format and grid). For applications of different format and size – as rollup banners or posters – the copy should be arranged with a similar logic and font sizes should be in relation to the format.
