41 RULES + HIERARCHY: SUBHEADING, BODY COPY Fonts should be used according to the rules below. Subheading 1 Graphik Black Type size x 1.05 = Leading eg 18 pt x 1.05 = 18.9 pt Kerning: Optical Tracking: –5 Case: Uppercase Word Count: 2-6 SUBHEAD TEXT OR PHRASE Body Copy Small Text Example: March of Dimes fights for the health of all moms and babies. We’re advocating for policies to protect them. We’re working to radically improve the health care they receive. We’re pioneering research to find solutions. We’re empowering families with the programs, knowledge and tools to have healthy pregnancies. By uniting communities, we’re building a brighter future for us all. Example: March of Dimes fights for the health of all moms and babies. We’re advocating for policies to protect them. We’re working to radically improve the healthcare they receive. We’re pioneering research to find solutions. We’re empowering families with the programs, knowledge and tools to have healthy pregnancies. By uniting communities, we’re building a brighter future for us all. Graphik Regular/ Italic Type size x 1.25 = Leading eg 10 pt x 1.25 = 12.5 Kerning: Optical Tracking: 0 Case: Sentence Graphik Regular/ Italic Minimum size: 6 pt Type size x 1.25 = Leading eg 6 pt x 1.25 = 7.5 Kerning: Optical Tracking: 0 Case: Sentence Subheading 2 Graphik Bold Type size x 1.16 = Leading eg 14pt x 1.16 = 16.25 pt Kerning: Optical Tracking: 0 Case: Sentence Word Count: 7+ Subhead text or phrase MARCH OF DIMES • BRAND BOOK • VISUAL IDENTITY