Our typeface

We use Arimo as our primary and only typeface. It is a sans-serif font designed for readability and digital clarity. It doesn’t try to say more than it needs to. You can download it here: https://fonts.google.com/specimen/Arimo.

We use two weights:

1. Arimo Bold for headlines and emphasis
2. Arimo Regular for everything else

We don’t use italics, decorative fonts, or variable weights. No exceptions.

Color usage

We use either black on white, or white on black. That’s it.

No color accents.

No gradients.

Few exceptions, when there's a real need for it. (only grayscale colors)

Our visuals are intentionally bland. The interface is meant to fade into the background.

Typesetting rules

1. Sentence Case - All headlines and body copy follow sentence case, using proper grammar and capitalization. No ALL CAPS, no lowercase stylizations. Exceptions only when legally or grammatically required.
2. No Color in Type - Type is always black or white. Never colored, never on colored backgrounds. If contrast becomes an issue (e.g. on imagery), we revert to maximum contrast. Readability comes first.
3. Compact Leading - Leading (line spacing) should be tight but readable. Typically no more than the font size itself. Example: 16pt font = ≤16pt leading. Avoid excessive vertical whitespace. We’re not trying to look airy or luxurious.
4. Tracking - Tracking and kerning are default. No letter-spacing adjustments, unless needed to fix legibility in rare UI instances.
5. Alignment - Left-aligned text is the default for all copy. Centered text may be used sparingly in headlines and only when part of a symmetrical layout. No right alignment. No justified text.

Headlines

Headlines are short, functional, and direct. No puns. No cleverness. Just say what needs to be said.

Use Arimo Bold in a slightly larger size. Don't exceed 2–3 lines. Don't play with line breaks or rhythm. If you're trying to make it “feel” a certain way, you're doing too much.

Body copy

Use Arimo Regular, 14–16px depending on context. Stick to clear, readable paragraphs. Paragraphs should be short and scannable.

Do’s and don’ts