type face/font
It is important that all materials produced under the Wales brand use one common typeface/font. This consistency aids recognition and ensures that materials from different sectors appear to be from the same ‘family’ when used together.
primary type face - FS Ingrid
Primary type face - FS Ingrid
Our primary typeface is FS Ingrid. This has been chosen as it is a modern, informal and unfussy font that fits with our tone of voice and look and feel for the Wales brand. We should use FS Ingrid as the standard typeface on all of our Wales brand print communications including adverts, brochures, leaflets, display panels and presentations.
supporting (online) typeface - Verdana
supporting (online) typeface - Verdana
FS Ingrid is not a standard typeface installed on most computers so if you intend on using it electronically you must ensure it is embedded as part of a graphic or the text will default to the users default typeface, which will detract from the visual appeal of the work. To avoid this, we have selected a supporting typeface Verdana which looks very similar to FS Ingrid and is installed as standard on most computers. You should use Verdana for all media restricted text on websites and emails.
how to obtain the typeface
FS Ingrid is available from
http://www.fontsmith.com
using the typeface
- For body copy and smaller headings, the regular weight should normally be used, but bold maybe used for reasons of clarity
- For large headlines (72pt +) the light weight is the preferred option.
- We normally range all our headlines and body copy to the left.
- Headlines and body copy should appear white or black when used over imagery. Where either would work, we prefer white.
- On block colour backgrounds, a white, grey or black typeface should be used.
- On white backgrounds other colours from the brand palette may also be used. However these should be used sparingly, to keep the design simple, with no more than two colours per spread.
accessibility
We support the RNIB 'See it Right' guidance for making our marketing materials more accessible. Further information visit the RNIB website
For large scale print, A4 brochures and exhibition panels, this guidance can be more easily applied, however for smaller documents such as A5 or where there is limited space, e.g. advertising columns, then common sense should apply and the basics of the guidance should be applied where possible. Below are some tips which we have been adapted from the ‘See it Right’ booklet to help make our publications more accessible.
- Text where possible should be a minimum of 12 pt.
- Use different point sizes for headings, body copy and folios – these assist the reader in navigating around the copy.
- When doing a suite of materials, try to keep these sizes consistent so that the reader builds an understanding of the way we lay out content.
- When using text over blocks of colour – ensure that the background colour is of sufficient contrast for the text to be clear and readable.
- Never use italics, underline your text or use the light version of a font in body copy.
- Use capital letters at the beginning of sentences and for names and places.
- The maximum line length should be 70 characters – including all the spaces. If you are placing your text in columns, then there should be a 5mm gap between them.
- Pictures should be bold and have a defined edge – pictures which merge into the background colour they are printed should have a defined line around them to help show this edge.
- Maps should be basic and not over complicated with lots of road detail etc. – if they are not really needed.
- All text should be left aligned – including headings.
- If placing text over a picture, ensure it is clear and readable and only applied to areas of solid colour or where the contrast is sufficient to support the text.