VISUAL ELEMENTS
Typography
TYPEFACE
The primary typeface for the Goodwill Industries of Northwest North Carolina brand is Open Sans. A variety of font weights are available to create layouts for print and digital applications. When designing with type, be sure type is legible and readable, has a clear hierarchy using predictable heading structure, and follows the recommendations outlined below.
OPEN SANS
Open Sans is an open-source humanist sans-serif typeface that is highly aligned with the Goodwill brand and openly available. Wide apertures and a tall x-height provide legibility on both screen-based and printed applications. The open appearance and utility of the typeface match Goodwill’s commitment to accessibility and service. Available in six different weights, including italics, Open Sans is capable of expressing tone, emphasis and hierarchy in multiple ways.
STYLES
When creating printed or digital materials for Goodwill Industries of Northwest North Carolina, consider using the following headline and subhead conventions in order to maintain a clear hierarchy and brand consistency.
Page Header (H1)
Open Sans Extrabold, 59px
Story Header (H2)
Open Sans Regular, 36px
Subhead (H3)
Open Sans Extrabold, All Caps, 29px
KICKER/EYEBROW HEADING (H4)
Open Sans Bold, All Caps, 25px
Button Text
Open Sans Bold, 23 px
Paragraph Text
Open Sans Regular, 19px
USE
Most all type for Goodwill Northwest North Carolina materials should be set in Open Sans. All weights can be used, and it is appropriate for body copy (paragraphs of text), headlines, and subheadings. Paragaph text should be set with 38px linespacing and 38px space after each paragraph.
Please visit goodwillnwnc.org for additional references.