Typography Usage Information “Desktop” / Open Type Fonts (OT (CFF) and OT (TTF) formats) These fonts contain both the screen and printer font data in a single component. They include support for multiple platforms, meaning they can be used on either Macintosh or Windows operating systems. This is what you will install on workstations and can be used to create printed materials, static graphics, Apps, Office suite products, email, and so on. **For use in Word products, including PowerPoint, you must use an Open Type (TTF) font, otherwise they will not embed. Web Fonts You have 2 different versions: W01 and W04 web fonts. W01 web fonts do not have all the accented characters in order to deliver smaller font files for primarily English websites. W04 has all characters for greater language support, but as a result can result in slower load times. You have 4 formats for each as well (WOFF, svg, eot and ttf). Here is a brief description of the web font formats: WOFF (Web Open Font Format) Created for use on the web, and developed by Mozilla in conjunction with other organizations, WOFF fonts often load faster than other formats because they use a compressed version of the structure used by OpenType (OTF) and TrueType (TTF) fonts. This format can also include metadata and license info within the font file. This format seems to be the winner and where all browsers are headed. SVG (Scalable Vector Graphics (Font) SVG is a vector re-creation of the font, which makes it much lighter in file size, and also makes it ideal for mobile use. This format is the only one allowed by version 4.1 and below of Safari for iPhone. Currently SVG fonts are not supported by Firefox, IE or IE Mobile. Firefox has postponed implementation indefinitely to focus on WOFF. SVGZ is a zipped version of SVG. EOT (Embedded Open Type) This format was created by Microsoft (the original innovators of @font-face) over 15 years ago. It’s the only format that IE8 and below will recognize when using @font-face. TTF (TrueType Font) In part because these formats could easily (and illegally) be copied, the WOFF format was created. However, OpenType has capabilities that many designers might be interested in (ligatures and such). Digital display digital font and partner advertising Arial may be used in place of the Southwest Sans typeface for any dynamically generated content. (e.g., Microsoft® Word and PowerPoint®…) Should be for web experience, e-mails, etc. Paid and graphics should be SWA Sans. The Visual Elements Southwest Airlines Brand Style Guide | 33