Typography & CTA’s

Guidelines
Use typography to work in harmony with the overall design. Specific size, leading and kerning can vary based on copy length, layout, and composition. Employ weight and position to reinforce meaning and context. Use size to create visual separation and establish hierarchy when combining typefaces. Links should be underlined. When using additional sizes, avoid condensing, excessive tracking, or horizontal scaling. Use columns when necessary for lengthy copy, or, split the copy up into easily digestible bites. Do not apply noticeable drop shadows or mix bold colors within the same type lockup.

CTA’s

Guidelines
CTA’s are used in two styles, button and text. All calls to action must set the users expectation of the click through. Type style should be Gotham Bold. CTA’s should typically use the same contrasting color as the rest of the text (headline and/or sub-headline). Never add noticeable drop shadows to CTA’s.

Desktop & Tablet CTA

Guidelines
Button Style CTA:
Text: Gotham Bold, All Caps, 14px
Background: 20px horizontal & 15px vertical padding from text

Text Style CTA:
Gotham Bold Underlined, All Caps, 14px

Mobile CTA

Guidelines

Button Style CTA:
Text: Gotham Medium, All Caps, 18px
Background: 26px horizontal & 19px vertical padding from text

Text Style CTA:
Gotham Medium Underlined, All Caps, 18px