Title: Typography

URL: https://www.infobip.com/typography

## Typography

## Typography is how we give our words character and clarity. Our headline typeface and KMR Apparat blend technical edge with a human touch - echoing our brand’s unique personality.

For everything else, we trust Inter: reliably clear, easy to read, and always up for the job. Our typography choices aren’t random—they’re designed to keep things easy to follow and unmistakably Infobip. 

## Primary typeface

We use KMR Apparat for our headline typeface; a technical sans serif with 
human feeling quirks and weights. It allows us to speak to our technical expertise whilst keeping a human quality throughout. The forms within the typeface speak to the wider brand system and link back to the core brand symbol.

We use KMR Apparat when creating brand headlines, subheadlines or moments in which we want our type to be expressive.

We use KMR Apparat when creating design and brand materials, including videos and static exports.

KMR Apparat can be downloaded HERE.

## Secondary typeface

We use Inter as our secondary typeface. A workhorse sans serif that works seamlessly for our digital products, longer form copy and detailed moments across brand communications.

We use Inter for secondary copy and CTA’s, where functionality and legibility is most important. We also use Inter for long form copy and throughout the digital product.

You can download Inter HERE.

## Tertiary typeface

Aptos is a system font used for PowerPoint and Word documents.

## Type hierarchy

It is important to use a hierarchical type size system in our designs.

Our headline serves as the main piece 
of the communication, serving as an eye catching statement and therefore is the largest in size.

This is followed by the body copy, which sits at roughly 20% of the size of the headline copy, allowing clear distinction between the two.This is then followed by the smallest piece of type, which lives within the CTA at the bottom. This is roughly 10% of the size of the headline copy.

Use this as a general rule of thumb,
however there may be instances 
where we need to break this system.

## Type specs

When creating brand communications, we need to be consistent in the way we are setting typography to make sure we communicate effectively. Follow this 
page for guidance on the specifications of setting our typefaces.

This is a rough guide and there may 
be instances where values need 
to be tweaked optically.

## Type alignment

Our typograhy can be aligned in two ways. We can use either Left Alignment or Central Alignment. The alignment used should be based upon the design of the communication.

## Small typographic details

We can add smaller typographic details to our compositions, using two different stylisations.

We can use our graphic shapes as a sign off, followed by a small piece of all caps typography.

We can also use our holding shapes to house type, for things such as page numbers.

## Type color on light backgrounds

When using light colored backgrounds, we set our type in one of our dark colors.

We never use any other colors for typography on light backgrounds.

## Type color on dark backgrounds

When using light colored backgrounds, we set our type in these color pairings.

We never use any of our other colors.