COPYRIGHT ©2020 It is important to organize typography in a hierarchical system according to relative importance or inclusiveness through scale and function on communication. You can see how headlines, subheads and body copy are aligned to the baseline grid. Hierarchy TYPOGRAPHY BRAND GUIDELINES 62 This headline is set in Demi. Th i s s u b he a d e r i s s e t i n B o o k a n d s k i p p s one hierarchy in the type system. At vero eos et accusamus et iusto odio dignissimos ducimus qui blandi- tiis praesentium voluptatum deleniti atque corrupti quos dolores et quas. At vero eos et accusamus et iusto odio dignissimos ducimus qui blandi- tiis praesentium voluptatum deleniti atque corrupti quos dolores et quas. At vero eos et accusamus et iusto odio dignissimos ducimus qui blandi- tiis praesentium voluptatum deleniti atque corrupti quos dolores et quas. Headline Futura PT Demi – 72px Line height: 88px = 4x base unit height Subheader Futura PT Book – 36px Line height: 44px = 2x base unit height Body Copy Futura PT Book – 18px Line height: 22px = 1x base unit height x2 x2