Let’s talk typography
Our typeface is a key component of our identity. It gives our communications a unique look and a distinctive feel. Our primary typeface Greycliff CF is friendly, ownable and consistent for our brand. Amasis and Core Rhino have been removed and are no longer used in any materials.
Praxis is our secondary typeface. We use Praxis for body copy and terms and conditions. With its characteristic curves and varying line weights, it complements our primary typeface well.
Greycliff CF Our brand font for headings
Greycliff CF
Rugged, hearty, and warm, Greycliff CF is a versatile font family. Strong capitals and a smooth, open lowercase are effective in a variety of applications. The geometric, near-monoline construction lends Greycliff a classic durability reminiscent of the 1940s, tempered by softened edges and vibrant shapes.
It has been designed to be distinctive and contemporary with a character that’s bold, clear, confident and full of optimism. The considered and consistent use of Greycliff CF will help make our communications more distinctive, and help them stand out from the crowd.
Partnering Praxis Praxis is our secondary typeface.
Praxis
We use Praxis for body copy and terms and conditions. With its characteristic curves and varying line weights, it complements our primary typeface well.
Where do we stand on capitals? (Letters, not countries)
For most headlines, subheads, flowing copy etc. we don’t use capitals as they’re not consistent with our tone of voice. We’re gentle, relatable and unashamed; we don’t need to ram our message down people’s throats and capitals often have a very shouty feel. SEE?
There are certain times though when capitals work. For example, a call to action or our new brand line. We want a clean, stand-out here versus our usual use of sentence-case.
It is prefered that our brand line should sit on two lines where possible Font: Greycliff Demi Bold
Brand line can be used over 1 or Font: Greycliff Demi Bold
A call to action with a sense of urgency Font: Greycliff Demi Bold
A call-to-action button Font: Greycliff Demi Bold
The travel agent space
We use capital letters more in the travel agent space because we need to grab their attention. They work with so many brands, we need our comms to cut through, deliver a clear message and engage them with our offering. You’ll also see in this space (and this space only!) we have flexed our brand line ‘Holiday like never before) to engage them with our new creative. Lines like ‘Triple points like never before’ and ‘Experience our ships like never before’ create excitement and get agents to join us on the journey of our new creative platform.
