45 SYSTEM FONTS: RULES + HIERARCHY System fonts should be used according to the rules below. HEADLINE TEXT Headlines: Arial Black Type size x 0.9 = Leading eg 36 pt x 0.9 = 32.4 pt Kerning: Optical Tracking –5 Case: Uppercase Subheading 2 Arial 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 Subheading 1 Arial 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 Body Copy Arial Regular / Italic Type size x 1.35 = Leading eg 9 pt x 1.35 = 12.15 Kerning: Optical Tracking: 0 Case: Sentence Pull Quotes Eudald News Medium Italic Type size x 1.1 = Leading eg 26 x 1.1 = 28.6 pt Kerning: Optical Tracking: 5 Use Arial Bold if Black is not available. Use Arial Bold if Black is not available. MARCH OF DIMES • BRAND BOOK • VISUAL IDENTITY 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. Now more than ever, moms and babies need a champion. “We believe every mom and baby deserves the best possible start.”