Typography
Our typography is simple clear and easy to use. Our typeface Circular has been chosen for its impact and readability across a wide variety of applications.
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Brand Typeface
Circular is the McConnell Dowell primary brand typeface and is an important part of the visual language of the brand. Circular has been chosen for its contemporary proportions, readability at a wide variety of sizes and precise style.
Purchase Circular
Fonts may come in different cuts from various sources. It is important to purchase the correct font. Agencies, designers and manufacturers creating brand and marketing material for McConnell Dowell are advised to purchase legal copies.
Circular is available to purchase from www.lineto.com
Use Circular for all external marketing and design materials.
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We use two weights of Circular: Bold and Book.
Internal font
Our internal font is Arial for use on our internal communications when Circular is not available. Use Arial in office applications such as PowerPoint and Word for internal documents, letters, emails, memos, presentations etc.
Arial is the internal font
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Use Arial in internal communications whenever you don't have Circular. We use two weights of Arial: Bold and Book.
Hierarchy
It is important to organize typography with a clear hierarchy according to relative importance of the information being presented. Use large shifts in size between the different pieces of information being presented so that the differences between them is clearly recognisable and easy to navigate for the reader.
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Style
Our typographic style is simple, bold and confident. It presents information clearly and is highly legible. To achieve this we only use one typeface, 2 weights, a few different type sizes on a page and large shifts in scale. The simple contrast creates consistent strong and clear designs.
The below are measurements to provide a framework for setting type within the McConnell Dowell style, and should be used as a guide and starting point when executing various layouts.
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1. Cover Type Font= Circular Bold |
2. Large Page Heading Font= Circular Bold |
3. Page Number Font= Circular Bold |
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4. Intro/pull-out Font= Circular Book or Bold |
5. Identifier Font= Circular Bold |
6. Captions Font= Circular Book |
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1. Cover Type Font= Circular Bold |
2. Subhead Font= Circular Bold |
3. Section Number Font= Circular Book |
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4. Green Heading Size 1 Font= Circular Bold |
5. Green Heading Size 2 Font= Circular Bold |
6. Body Heading Font= Circular Bold |
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7. Body Copy Font= Circular Bold |
8. Page Number Font= Circular Book |
9. Footer Font= Circular Book |
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1. Cover Type Font= Arial Bold |
2. Subhead Font= Arial Bold |
3. Presenter/Date Font= Arial Bold |
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4&5. Section no/heading Font= Arial Regular/Bold |
6. Footer Font= Arial Regular |
7. Intro Text Font= Arial Bold |
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8. Page Header Font= Arial Bold |
9. Heading Size 1 Font= Arial Bold |
10&11. Body Heading & Body Font= Arial Regular |
Note: Branded Word and PowerPoint templates are preloaded in the relevant applications. Click here for more information.