Typography

“Typography exists to honor content.”

– Robert Bringhurst

Avenir Next

Avenir Next W1G (from Monotype Imaging) is the primary typeface we use for corporate marketing materials. Its simple yet elegant feel helps us deliver our message without frills or flourishes that can get in the way of clear communication.

Avenir Next typeface

Requesting Font Licenses for Avenir Next

If your job requires that you produce graphic design for marketing purposes and you need a license to use Avenir Next W1G from Monotype Imaging/Linotype, please write to MC_Font_Requests@sas.com for assistance. Font licenses are issued only to approved individuals who are SAS employees, not departments or regions, so please include the name of the person who needs the license along with the business justification when making your request. Creative agencies, freelancers, contractors, and commercial printers must purchase their own font licenses. Our font license does not permit distribution to individuals or entities outside of SAS.


Typographic Principles

Setting type is an art form. It has color, contrast, balance, and texture. The details matter. Weight, size, leading, tracking, and kerning are the difference between clunky and clean. Get them right, and you will have a piece that is easy to read and honors your content.

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Weight

We limit the number of sizes and weights of type in order to create harmony. We usually set body copy in Avenir Regular, except at sizes larger than 10 points. To provide contrast, headlines are set in either Avenir Thin or Light. We want them to be elegant, but legible. The use of Demi and Bold should be limited.

Leading and Tracking

Generally, the smaller the point size, the larger the leading; the higher the point size, the tighter the leading. Set leading between 100 and 140% of the point size. Tracking should be set to zero with the “Optical” option selected in the type window. Make small adjustments to leading and tracking to ensure legibility.

Print

Typography Application

The correct use of type helps focus attention and lead a reader through a communication. When done well, readers should not even be aware of it. Their eyes should simply glide over the page.

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Bold

Best used in moderation. If everything is bolded, nothing stands out. It’s more effective at the beginning of a sentence than in the middle. Shorter phrases look better than longer ones.

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Case

In general, headlines, subheads, and other display copy use sentence case. Short labels, headlines and subheads may use title case to avoid awkward appearances or inconsistencies.

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All caps

Use all caps sparingly, particularly at large sizes, to avoid the appearance of shouting. Good uses are calls-to-action and labels. Or when short words or phrases need visual punch.

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Color

It’s okay to set headlines, subheads, pullouts, and introductory copy in color. But a little goes a long way. Avoid using color in body copy to provide emphasis. Bold is, again, a better choice.

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Italic

We reserve italics primarily for the titles of white papers, reports, webcasts, and books. Don’t use it for emphasis. Bold is a better choice.

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Heirarchy

Use a combination of size, weight and color to let the reader know what to read first, second and so on. 


Calibri type example

Alternative Typeface

Wait, isn’t our corporate typeface Avenir Next? Yes. But when Avenir Next is not an option, the PC system font Calibri is an acceptable alternative. You can use it in Microsoft Office applications when creating presentations, internal documentation, and business letters. 

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