13 ALASKA AIRLINES BRAND GUIDELINES Typeface BOLD MOVES AS Circular is used for headlines and body copy in core brand communications. It has five distinct weights. Use these weights to create an easy-to-read typographic hierarchy. Please make sure that the settings for “ligatures” is set to “off.” Ligatures are when specific characters have a designed connection to another character. fl is the most common occurance. Weights Light, Book , Medium are body copy. Bold is for headlines & subheads. Black is for special occasions, like short headers, small subheads or when we need to differentiate content hierarchy. Color Primary Colors are Midnight Blue, Atlas Blue, White, Type Gray. Breeze Blue is a secondary color and is to be used sparingly as an accent color. Hierarchy AS Circular Bold appears first in the typographic hierarchy, as heads & subheads. AS Circular Light, Book or Medium are body copy. To get AS Circular typeface, contact [email protected]. AS Circular Black AS Circular Bold AS Circular Medium AS Circular Book AS Circular Light