OUR TYPOGRAPHIC SYSTEM Helvetica Light Honest and easy to read, this weight is perfect for both body copy and large ad headlines. Helvetica Medium Type can be a powerful brand tool when used carefully and consis- When greater emphasis is desired in body copy, Medium is a good choice. tently. To help us establish a consistent and credible brand style, a single family of typefaces has been chosen for most applications – Helvetica Bold Helvetica. It has been chosen because it is contemporary, simple and A bit heavier than Medium, upper & lower case Bold is ideally suited for head- readable. For simplicity and ease of use, we only use select weights lines in our print collateral. of Helvetica. For internal word-processed communications and presentations, such as PowerPoint, Arial, a system font may be substituted. No other HELVETICA LIGHT typefaces, no matter how similar they appear, may be used. Easy to read in small sizes, this weight is perfect for captions and secondary heads. Font naming conventions may vary depending on the computer oper- ating system (Macintosh or PC). HELVETICA MEDIUM When greater emphasis is desired in text and captions, Medium All Caps is a good choice. HELVETICA BOLD A bit heavier than Medium, all caps Bold is a good choice for subheads. 18