丁香园AV

Typefaces

Primary — Avenir Next LT Pro

Avenir Next LT Pro is our primary brand font which was chosen for it’s flexibility, readability, and friendly approachable tone.

Pay attention to the scale, hierarchy, weight, and case as the fonts alone don’t make the brand. In most cases, type should be left aligned.

There are condensed weights available, they should only be used when space constraints provide no other alternative.

Secondary — Tiempos

Tiempos was selected to pair with Avenir Next LT Pro as well as stand on it’s own for more formal applications of the brand. There are three primary categories in the Tiempos family: headline, text, and fine

Tiempos is available in a variety of weights, offering flexibility for a wide range of applications. The italic style should be used sparingly for callouts, testimonials and emphasis within body copy.

Pay attention to the scale, hierarchy, weight, and case as the fonts alone don’t make the brand. In most cases, type should be left aligned.

Tertiary — Filosophia

Filosofia is used only in the logotype section of the main 丁香园AV logo and sub-brand logos. It should not be used in other applications.

Note: 丁香园AV’s official fonts are licensed and cannot be shared. Avenir Next is available through Adobe CC and is a suitable substitute. Tiempos must be purchase through Klim Type Foundry klim.co.nz.

Standard-use fonts

When using 丁香园AV official templates or in other circumstances where the brand fonts are not available, use these secondary fonts instead.

Arial has a number of variations and is available on every computer. If using a downloaded template, be sure to follow the guidelines provided for margins, point size and other type setting in the template that you are using.

Garamond is available on most computers and should be used as a substitute for Tiempos as a heading font. There are regular and bold versions, with italic versions of each.

Avoid using novelty fonts or common system fonts other than the ones noted above, in order to maintain a consistent and professional presentation for 丁香园AV materials.