The font represents the brand's essence. It is an important visual element for maintaining and reinforcing a consistent brand image.
Print and digital
Arial is a familiar, highly-readable sans serif font that is pre-installed on most systems. As a pre-installed font, it offers the additional advantages of reducing the load times of pages or collateral being viewed online.
The typeface chosen for all Chicago Pneumatic printed and digital material is Arial. It is available in regular, narrow and black.
No other typeface should be used in any form of communication. The fonts should not be extended, condensed or distorted in any way.
Text hierarchy
On the main collateral, text may be in either black or white. Grayscale may be used in digital media for functional reasons. Type size, line spacing and the distance between the text hierarchies can be freely selected. It can be adapted to the requirements, context or statement of an application. Readability and contrast can be improved by adjusting the type weight and spacing, and in animations, font variation can be considered for creative freedom.
- First headline: Arial Black
- Sub headline: Arial Bold
- Intro text: Arial Bold
- Body text: Arial Regular
Example 1
Example 2
Use of typography for individual text elements
- Headlines and sub-headlines in Arial Black and Bold, respectively
- Body copy in Regular
- Highlights in Bold
- Footnotes and reference text in Italic
- Headline color for internal pages: black, CP red and white
Typography always appears as follows
- in ragged type
- preferably left-aligned
- in sentence case