Typography is a consistent, uncomplicated foundational element, delivering clarity and legibility rather than creative or expressive layout or treatment. Our typeface also has some connections to the Fibonacci sequence, but primarily it shares shapes with our brandmark. The curved endings of our crossbones shape are the foundation of ARRrrrial.
We also made sure the circle parts matched our mark’s circle.
This unlocked the ability to replace some characters with circular ARRrrrmojis.
The font system includes four styles. The glyph table for each style contains the necessary symbols for universal use of the font. Bold typeface contains the brandmark sign.
The Typography System:
Choose the font size for the main text (Body) based on the Fibonacci sequence index 3. If the main text size is 36px, divide the size by 3 and multiply by the Fibonacci Index (F) to get a sequence of the font sizes: 12, 24, 36, 60, 96, 156, 252 pixels.
Fibonacci range indexes define not only font sizes but also indents between typography elements, between typography elements and graphic elements, and between graphic elements themselves. Thus, the Typography Set can be used more widely as a universal formatting element in Layout.
The key to forming the layout is the Primary message blocks. It is placed in accordance with the grid of the layout, occupying maximum available space. The Secondary typographic elements are proportionally subordinate to the main message block.
For different medium formats we have different areas for placing the typographical elements.
Primary message block.
Secondary message block.
To place the Primary message form a beautiful and compact block of the paragraph and place it in full available width based on the lines of the grid and margins. The Secondary message font, has size related to the proportions of the main message as 21×3, 21×5, 21×8, 21×13 from the of the Fibonacci ruler.
After placing the Main Message block, we got a font size of 157px. To calculate the size of the Secondary message font we use proportion 21×5: 157px÷21×5≈37px
In this case, index 5 is best suited to the size of the Secondary message. Other indexes of the Fibonacci ruler suggest too big or too small font size.
After placing the Main Message block, we got a font size of 78px. To calculate the size of the Secondary message font we use proportion 21×8: 78px÷21×8≈30px
In this case, index 8 is best suited to the size of the Secondary message. Other indexes of the Fibonacci ruler suggest too big or too small font size.
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