Typography

Typography plays a major role in BLP identity. These font families were carefully chosen to help communicate the company’s personality, and its consistent use for print and web application is important.

Raleway Primary Font

Raleway is an elegant sans-serif typeface family. Initially designed by Matt McInerney as a single thin weight, it was expanded into a 9 weight family by Pablo Impallari and Rodrigo Fuenzalida in 2012 and iKerned by Igino Marini. A thorough review and italic was added in 2016.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk
Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu
Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0 ! ? @ # $ % &

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk
Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu
Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0 ! ? @ # $ % &

Avenir Corporate Font

As the name suggests, the family takes inspiration from the geometric style of sans-serif typeface developed in the 1920s that took the circle as a basis, such as Erbar and Futura.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk
Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu
Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0 ! ? @ # $ % &

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk
Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu
Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0 ! ? @ # $ % &

Typography Hierarchy

Headline

The headline uses Raleway Bold. It should be at least 150% larger than the body copy.

Subhead

The subhead uses Raleway Regular. It should be at least 150% large than the body copy when possible.

Body copy

The body copy uses Avenir Light. Suggested minimum font size is 12. This is based on readability for senior audiences.

Section header

The section header uses Raleway Bold in primary dark blue. The section header is 10-15% larger than the body copy.

Call to action

This section copy typically uses Raleway Regular. Can use capitalized letter treatment but is not required.

Disclaimer

The disclaimer uses Avenir Light, minimum size is 12 pt.

Font Usage

Font Use
Headline Raleway Bold
Subhead Avenir Light
Section header Raleway Bold
Body copy Avenir Light
Emphasis Avenir Oblique
Footnote/source Avenir Oblique
Phone/web addresses within body copy Raleway Bold
Stand-alone/pull quote Raleway Bold