Typography

Approved Fonts
Hierarchy

Typography shapes a brand’s personality and matches the brand aesthetic to engage an audience. Below are the approved fonts for Mack branding purposes. Their consistent use contributes to increased brand recognition for Mack.

Approved Fonts

Headlines

GT America Extended is used for all headlines. It communicates Mack’s tech-forward and authentic approach, while bringing a unique element to our design and voice.

GT America offers more weights and options than we require to communicate the Mack brand, so we have selected specific typefaces that are authorized to represent our brand:

Subheads, Body Copy, & Legal Copy

Helvetica Neue LT Pro is used in all instances of subheads, body copy, and legal copy. It is a highly legible and minimal font, which provides many advantages at smaller sizes.

Helvetica Neue offers more weights and options than we require to communicate the Mack brand, so we have selected specific typefaces that are authorized to represent our brand:

Accent Elements

GT America Mono is used for accent elements, such as eyebrows, CTAs, and quotes. The monospaced version compliments the extended version we use for headlines and brings a dynamic and scientific feel to our typographic system. We use -4% letter spacing with this font.

GT America offers more weights and options than we require to communicate the Mack brand, so we have selected specific typefaces that are authorized to represent our brand:

Alternate Fonts

During instances where the primary font is unavailable, or if, for example, a document will exist in an editable format, Arial may be used.

Case

For headlines we use sentence or title case. We want to avoid any all caps treatment in headlines. All caps is reserved for short callouts, list items, and secondary placements such as eyebrows.

Hierarchy

Typographic hierarchy is a system for organizing text that establishes an order of importance and allows the reader to easily navigate the content.

Consider these examples of how the various font sizes and weights follow the established hierarchy in Mack communications. As a best practice, try to use two or less variations of font in a given communication piece.