17
Typography
Acumin Pro is a contemporary sans-serif typeface that embodies the Elemental Adventure spirit. This modern, sophisticated font features clean lines and a minimalist aesthetic, reflecting our commitment to high-quality experiences. Timeless and elegant, Acumin Pro offers a versatile range of weights and styles, allowing for flexibility across various applications.
Acumin Pro can be activated with an Adobe Creative Cloud subscription:
fonts.adobe.com/fonts/acumin
Acumin Pro can also be purchased from Fontspring:
fontspring.com/fonts/adobe/acumin-pro
Font family
Font weights
Acumin Pro Semibold title case
Acumin Pro Regular uppercase
Acumin Pro Regular lowercase
Type hierarchy
Whenever we write and design copy, please ensure to use the following examples as guidance.
Line height
We balance line height to prevent lines from merging or feeling disconnected. This involves adjusting line spacing in relation to type size, generally reducing it as the text gets larger. Our standard line height for body text is 140%, for lead paragraphs 120%, and for main headlines 115%. However, these values can be adjusted depending on the context and specific design requirements.
Letter spacing
Letter spacing (tracking) should also be reduced for main headlines. In the example below, letter spacing is set to -0.01 em. (This is the same as a tracking value of -10 in Adobe applications and -1% for letter-spacing in CSS.)
Golden ratio typography
The golden ratio (approximately 1.6) is often associated with aesthetically pleasing proportions in art, architecture, and nature. We can use this ratio to create a balanced size relationship between the main headline, lead paragraph, and body text.
See the example below:
Body text: 10 pt
Lead paragraph (10 pt * 1.6) = 16 pt
Headline (16 pt * 1.6 * 1.6) = 41 pt
Letter spacing: -10
Line height: 115%
Letter spacing: 0
Line height: 120%
Letter spacing: 0
Line height: 140%
Fallback fonts
In situations where Acumin Pro is unavailable, we choose Helvetica, a classic and versatile sans-serif typeface that aligns with Elemental Adventure's commitment to clean lines and a contemporary aesthetic. When limited to websafe fonts, Arial is our preferred choice. These fallback fonts will ensure brand consistency across digital platforms.