Typography
Typography clarifies and supports the tone of Bob Moore Auto Group’s brand expression. We have developed a system comprised of three typefaces, all strategically chosen to complement and balance one another.
01
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. At large sizes, in Bold weight, it commands attention and interest. As body copy, it remains legible and user-friendly. It comes in a variety of bold weights, can be used for emphasis.
Futura
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Inline title + supporting
Detail use cases
Optima is a humanist type that adds a sense of warmth and wisdom to our bold primary typeface. This typeface can be used for descriptions and captions, as well as very large scale in titles, headlines, and taglines.
Optima
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Sub-Brans + Specifications
Use Cases
Trade Gothic is a widely versatile sans serif that is ideal for pairing with the primary typeface in delineating services, technical details, and supporting information. It balances out some of the geometric precision of Futura with a more engineered approach. 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. 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 styles are tracked to 25. Manually adjusting tracking for specific lines of type is allowable in order to prevent orphans and widows or to smooth out diagrammatical notes — this adjustment shouldn’t extend past 10 above or 10 below original setting.
Paragraph Styles
Paragraph styles as
diagrammatical notation
Specific instructions for use of type in paragraph styles will be completed as part of our ongoing work expanding this brand guide across applications.
