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Type hierarchy

The basic principles of colour and type for printed communications is outlined below.

There are a numbers of styles available, but don’t be tempted to use too many styles, keep the hierarchy simple.

We set a minimum accessibility standard of ‘AA’ for screen readability. Please check colours and accessibility if using the typeface on a solid colour background.

Headline

Lora Medium/Semi Bold set in a large type size (more than 24pt) to clearly define the heading on a page or document. Keeping the headline separate from the content will help it to stand out.

Use sentence case for headlines. If more impact is required use uppercase rather than using a heavier weight.

Colour

Headlines should primarily be set in Serco Rich Red. When other colour variations are necessary, ensure that the headline retains clarity and accessibility.

When Headings are on a dark background, such as Serco Dark Purple, type should primarily set white out.

When other colour variations are necessary, ensure that the headline retains clarity and accessibility.

Leading

When setting Heading and callouts in Lora medium/semi bold type, the leading should always be 5pts greater than the font size e.g. 9pt font size on 4pt leading.

Kerning and tracking

It is also recommended to set tracking at 0pt and kerning setting of optical. This aids in clarity of text making it easier on the eye.

Alignment

Text should be left aligned.

Hyphenation

Ensure words are not hyphenated.

Sub-headline

Avenir Next Regular set at 18pt size. Use sentence case for sub-headlines.

Colour

Sub-headlines should primarily be set in Serco Grey.

When other colour variations are necessary, ensure that the headline retains clarity and accessibility.

Leading

When setting type, the leading should always be 3pts greater than the font size e.g. 9pt font size on 12pt leading.

Kerning and tracking

It is also recommended to set tracking at 0pt and kerning setting of optical. This aids in clarity of text making it easier on the eye.

Alignment

Text should be left aligned.

Hyphenation

Ensure words are not hyphenated.

Introduction copy

Avenir Next Regular set at 12pt size. Use sentence case for intro copy..

Colour

Introduction copy should primarily be set in Serco Grey.

When other colour variations are necessary, ensure that the headline retains clarity and accessibility.

Leading

When setting type, the leading should always be 3pts greater than the font size e.g. 9pt font size on 12pt leading.

Kerning and tracking

It is also recommended to set tracking at 0pt and kerning setting of optical. This aids in clarity of text making it easier on the eye.

Alignment

Text should be left aligned.

Hyphenation

Ensure words are not hyphenated.

Content header

Avenir Next Demi Bold set at 11pt size. Use sentence case for content headers.

Colour

Content headers should primarily be set in Serco Red.

When other colour variations are necessary, ensure that the headline retains clarity and accessibility.

Leading

When setting type, the leading should always be 3pts greater than the font size e.g. 9pt font size on 12pt leading.

Kerning and tracking

It is also recommended to set tracking at 0pt and kerning setting of optical. This aids in clarity of text making it easier on the eye.

Alignment

Text should be left aligned.

Hyphenation

Ensure words are not hyphenated.

Body Copy

Avenir Next Regular is recommended for body copy set at 10pt size (11pt for letters and media releases).

Colour

Body copy should primarily be set in Black. When other colour variations are necessary, ensure that the body copy retains clarity and accessibility.

Leading

When setting type, the leading should always be 3pts greater than the font size e.g. 10pt font size on 13pt leading.

Kerning and tracking

It is also recommended to set tracking at 0pt and kerning setting of optical. This aids in clarity of text making it easier on the eye for large areas of body copy.

Alignment

Text should be left aligned.

Hyphenation

Ensure words are not hyphenated within body copy.

Body copy on dark background

When body copy is used on a dark background the weight of the font should be increased to Avenir Next Medium. This makes it clearer to read and more accessible. This is especially apparent in printed collateral, where colour bleed can occur in some paper stocks, causing the type to have a slight blur.