Typography

In general, it's best to use white for most of your text on our Blackened background colour. Pure white provides clear contrast and is easy to read. It also resonates with the tone of voice being straightforward and is essential to creating a distinct brand expression that people will recognise. However, there are cases where adding colour can be helpful.

Here's how to use colour in typography:

Default colour

Use white for most of your body copy as well as headlines. It's easy to read and keeps things consistent on our Blackened background.

Colour use to accentuate

The red doodle underlines accentuate the white text on a dark background. Use these sparingly as the red is also used in main CTAs.

Designs and assets with a white background

At times a while background could be called for. Please use black copy as body text. Your headlines can be Blackened, Midnight or Cherry.