Example of correct use of leading on headline
Eurostile
Eurostile is the standard and main font used for print, video, and all Adobe software uses. It may be used in all media, including items for sale. All Fluent Conveyors staff may use the font in software that is connected to Adobe Fonts for all creative and communications applications, delivering on our goal of inclusion and collaboration within and across units.
Lato
If you don't use Adobe Creative Cloud in your day-to-day work, or if you're working in an application that does not offer Eurostile as an option, use Lato. This font does not require additional licenses and is considered a system font that is loaded on a variety of systems. By using this font, you can be assured that it will render accurately with exchanging documents with colleagues, students, and other stakeholders.
Although there are no specific requirements for the sizing of fonts used in headlines or mastheads, use judgment when considering what size font to use. Remember, being big and bold represents the attributes of the brand.
In Eurostile, Eurostile Bold is a great option for headlines, which can include any use of the font over 24pt in size.
Using all caps is not part of Fluent Conveyors' core brand execution. In particular, all caps should not be used in full sentences, titles or headlines.
In very limited cases, they may be used to differentiate between smaller headline treatments in documents with complex structures. They should indicate meaning or clarify direction, not act as a style move.
All headlines should be in sentence case — capitalize the first letter and all proper nouns. Exception: the first word after a colon is always uppercase.
Left-aligned body type in headlines and paragraphs is the easiest for readers, but is not mandated. Copy alignment that is significantly different from left aligned (centered, justified, right aligned) can distract the reader from the content of a project. Left alignment is suggested based on readability studies in user-centered design. Alignment is a variable that will be determined by your project requirements.
In most instances, black on white background or white on dark colors or photos should be used as the primary color choices for headlines. Fluent Blue and other approved brand colors are the only other colors that should be used in headlines. These colors are considered part of the primary color palette and their usage should be strictly adhered to.
Fluent Conveyors is first and foremost. We are expected to use proper grammar, punctuation, letter case, and standard rules of the English language.
Italics should not be used for text.
Consider your intended audience when determining the appropriate size to use. Consideration of your audience will aid the effectiveness of your project.
Eurostile Regular or Light are the preferred font weight choices for body copy.
Use bold sparingly to highlight key information in body copy. In limited amounts, boldface can help readers quickly scan long-format copy for key information.
Never use hyphens. Removing them improves readability and aesthetics.
Typesetting can improve the legibility of text. Optimum legibility should be a priority.
Drop shadows are NOT preferred as part of the brand expression. However, in some instances where legibility is an issue, a very subtle shadow or outer glow effect can be used, depending on the background. Examples of this can be a photograph containing uneven color values or textures.
Example of correct use of leading on headline
Example of leading that is too tight on headline
Example of correct use of leading on body copy
Example of leading that is too loose
Leading is the space between lines of text and is measured from baseline to baseline of each sentence. This is a variable that will largely depend on your project requirements.
The diagram below illustrates the recommended way of spacing headlines and body, though there are no specific requirements for the sizing of fonts use judgment when considering what size font to use.
In Western language typesetting, the guiding principle for maximum readability is a line of type that is less than two alphabets long.
For print: Keep column widths in print publications to fewer than 52 characters makes for easy reading for our audiences.
Don't
Use placeholder text as the only form label. It disappears on input and fails WCAG 2.1.
Do
Allow browser zoom up to 200% without horizontal scrolling. Build with relative units: rem, em, and ch.
Use ALL CAPS for button labels, bold, at 16–18px. Sentence case should only be used for secondary text or supporting labels.
All safety signage must follow ANSI Z535 and OSHA standards for color, signal words, and minimum sizes.
Don't
Use thin weights (Light) on safety labels. Thin strokes degrade under UV exposure and are illegible at distance.
Discover how Fluent Conveyors brings its identity to life across every touchpoint. Exploring our brand allows teams, partners, and clients to better understand how consistency, clarity, and design work together to create a unified experience across all applications.
Fluent Conveyors is a leading engineering brand focused on performance, reliability, and long-term value.
Our brand elements come together to create a consistent, recognizable system across every application.
At Fluent Conveyors, we value clarity and partnership, building communication that supports shared success.
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Fluent Conveyors logo is a registered trademarks of Fluent Conveyors, LLC. Serial Number 97664258 Registered on Dec. 12, 2023
