It is important that the typeface and font complement the logo and represent the core values of the brand.


The typography must be:

  • Clear
  • Modern
  • Feminine
  • Light
  • Classic


Typography Drafts

Screen Shot 2017-04-24 at 13.06.29

Click to see larger view of Typography Drafting

  • Of all the experimental types and fonts, it was important to look at how well the primary and secondary type will sit with the logo as well as each other.
  • Of all the themes that the GRACE logo communicates, modernity is channeled the least, consequently the primary text must enhance this key part of the brand’s identity.


Primary Type

Screen Shot 2017-03-18 at 14.28.10.png

Gill Sans Light has been chosen due to its mainly modern look and feel, however, its thin lines still emphasise femininity and romanticism.

The primary type complements the logo by enhancing its modernity and providing a sense of contrast between the bold and classic style of type of GRACE with the thinner, more delicate nature of Gill Sans Light.


Secondary Type

Screen Shot 2017-03-18 at 14.28.15

Minion Pro Bold has been chosen due to its more classic appeal, representing GRACE’s nod to heritage and traditional timeless styles. It is a much bolder type and can therefore be used for more stand out text and call outs.

The secondary type sits pleasantly to the eye against the logo as it is the same typeface, the only difference being that the logo typeface has been altered slightly to on Illustrator to make the edges of the letters more rounded.

The font used will be mostly in all caps to promote clear, elegant and stand out text, but also to match the GRACE logo.


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