Just as our logo helps our audience identify us locally and abroad, typography strengthens our visual identity across mediums.

Typography is an important element of the W. P. Carey brand. These guidelines are meant to provide you with an overview of our selected fonts, as well as the ways in which they can be used to best illustrate the look and feel of our brand.

Typefaces

Berthold Akzidenz-Grotesk

Berthold Akzidenz-Grotesk is used for all W. P. Carey marketing and communications materials, including W. P. Carey magazine.

Berthold Light
Berthold Regular
Berthold Italic
Berthold Bold

Roboto

Roboto is an open type family with a mechanical skeleton and largely geometric forms, which also features friendly and open curves. This makes for a slightly wider and rounder typeface with greater clarity and optimism.

Roboto has six weights: Thin, Light, Regular, Medium, Bold, and Black.

Roboto Light
Roboto Regular
Roboto Italic
Roboto Bold

Headlines

Revising previous ASU practice, headlines should be written in sentence case — first letter is capitalized, as are all proper nouns. W. P. Carey marketing and communications content considers this rule on a case-by-case basis. On occasion we may treat a singular word as a graphic element, writing it in lowercase or all caps. Lowercase treatments of words or phrases are an exception and will only be used as a design element or on legacy materials.

Color

Black and white (reversed) should be the primary color choices for most headlines. PMS 123 Gold and PMS 208 Maroon are the only other colors that should be used in headlines. These colors are part of the primary color palette and should be strictly adhered to.

Tracking and kerning

Kerning refers to the space between letterforms themselves. Tracking refers to the total spacing of a block of copy. Overall, tight tracking for copy is recommended as part of our brand and is intended to be tight to help convey strength. However, attention to spacing between letterforms needs to be taken into consideration. Exceptions to this rule are in cases where round letterforms may touch, such as the vowels side-by-side in the word “school” or “needs.” The examples below illustrate tracking that is too tight, tracking that is too open, bad kerning, and correct tracking and kerning in Akzidenz-Grotesk Pro.

Too tight — tracking set to -100 em
Too open — tracking set to 20 em
Bad kerning — kerning and tracking randomized
Correct tracking and kerning — tracking set to -20 em

The rule of thumb for the spacing of letterforms should be tight but not touching.

Body copy formatting

Font

Berthold Akzidenz-Grotesk Pro Light or Regular are preferred for body copy.

Font size

For print projects and some forms of digital media, 10- to 14-point is acceptable. Please keep in mind that these guidelines do not pertain to the W. P. Carey website or related online properties. Consider your audience when determining appropriate font size.

Optimal readability is always an important consideration when designing copy, and should be influenced by the audience.

Larger font size (12 to 14 pts.) is more appropriate for older audiences, whereas smaller font size (10 to 12 pts.) is more appropriate for younger audiences. Considering your audience will help you create more effective marketing and communications content.

Leading

Leading is the space between lines of text and is generally measured from baseline to baseline of each sentence. This is a variable that will largely depend on your project requirements. A general rule is that the leading should be between 2 to 3 pts. above the font size.

Alignment

The standard is to align left with ragged right. However, this too is a variable that depends on your project requirements. Text may be aligned right in select circumstances, but never justified.

Stylizing text

Never stretch, outline, or add effects to stylize type. An exception to this rule is the use of a subtle drop shadow when text is displayed over a photograph with uneven colors or textures, and legibility is an issue. However, use of drop shadows must be limited, as they are not preferred as part of the brand expression.
stylizing-text