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Brand Typefaces
Principal type
Headline + body use cases
The primary type in the BMAG brand system, Futura, is classic, structured and versatile. A geometric type, it is bold and yet accessible. It commands attention and remains legible at small sizes.
Futura
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Inline title + supporting
Detail use cases
Optima is a humanist type that adds warmth to our bold primary typeface. Optima can be used for descriptions and captions, as well as large scale titles, headlines, and taglines.
Optima
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Sub-Brans + Specifications
Use Cases
Trade Gothic is a versatile sans serif that is ideal for technical details and supporting information. It balances out the geometric precision of Futura with a more engineered look. Not suited for body copy.
Trade Gothic Condensed
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Metric Kerning
The computer-aided spacing of individual letters of words
All instances of Trade Gothic should be set with Metric Kerning—a method of adjusting spacing between letters. This can be set through the Paragraph Style Options or through the Character Palette.
Tracking
The overall spacing of strings of letters, sentences & paragraphs
All paragraph styles have specific tracking. Trade Gothic fonts are tracked to 25. Manually adjusting tracking for specific lines of text can prevent orphans and widows and smooth out diagrammatical notes — this adjustment shouldn’t extend past 10 above or 10 below original setting.
Paragraph Styles
Paragraph styles as
diagrammatical notation
If you have any questions about how to use paragraph styles or adjust kerning, reach out to your brand consultant at cd@cooper-house.com
