Typography

Consistent type choices create visual recognition across materials, helping audiences immediately identify the source. When typography shifts unpredictably, it weakens cohesion and distracts from the message.

Established typographic systems also ensure hierarchy and readability. Defined font families, weights, and sizing rules guide the viewer’s eye, making information easier to scan and understand—especially in fast-paced digital environments.

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Typefaces

All type families comprise a standard weight and a heavier weight, as well as an italic style, for a versatile typographic palette. 

Heron Serif Regular and Italic is used for primary headings. (20pt and above) 

Heron Serif SemiBold and SemiBold Italic is used for smaller subheadings. (11pt–18pt) 

For longform body text, use Ibis Text and Italic. Use Ibis Text Bold and Bold Italic at the same size of the text for body headings. (9pt–12pt) 

For image captions and small texts, use Scout Text and Italic. If there is a need of a heavier weight, use Scout Text Bold and Bold Italic. (8pt–10pt)  


Brown Bears Font 

The Brown Bears typeface is designed custom for the brand. It is used at display sizes, for isolated words and short phrases, such as names on apparel and large signage. It should not be used to typeset sentences and other texts with multiple lines. The Solid style should be used above 30pt, and the Outline style should be used above 40pt. 

The following Open Type Features can be used in the Character settings of Adobe Progams: 

  • Zero Slash: to distinguish the zero from the letter O. 
  • Tabular Figures (tnum): to line up numbers and some punctuation at equal widths. (Period, comma, and colon are at half-width, space, dollar, and slash at full width.) 
  • Vertically Centered Colon (ss01): to move up the colon from the baseline to be vertically centered between numbers. 

The Brown Bears typeface should only be used at banner sizes, in signage and jerseys, and should not be used for standard typographic needs. For normal text, use the following typefaces at the appropriate sizes.