A house-font is commonly used within a brand’s identity and when used correctly, can help reinforce the tone of voice of a company.
The DIN font has been used in this role, though type foundry, font-family and styling; and how and where it should be applied to different use-cases were never fully defined. This lack of definition can be attributed to many inconsistencies across your marketing materials.
To correct this situation font selection and the subsequent development of a house-style have been driven by the tone of voice used in your most common use-case scenarios: key messaging, straplines, headings, signage, instructions, supporting information, etc.
A simple approach for headings, straplines, key messaging and body-text was adopted for the Recycling and Skip website. To better understand use-case scenarios, I looked at your other websites and existing marketing collateral prior to introducing the following convention:
If you have additional use-case scenarios where another tone of voice is required such as quotes/customer recommendations, salutations, etc.
A suitable DIN font was selected to meet the tone of voice convention and the following criteria:
After reviewing numerous DIN fonts, URW DIN from the URW Type Foundry and published by Adobe has been selected – Adobe Fonts/URW-DIN.
The URD DIN collection has 48 different font-styles. To keep things simple and meet the tone of voice/use-case scenarios, five fonts/font-weights have been selected:
a b c d e f g h i j k l m n o p q u r s t u v w x y z
A B C D E F G H I J K L M N O P Q U R S T U V W X Y Z
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a b c d e f g h i j k l m n o p q u r s t u v w x y z
A B C D E F G H I J K L M N O P Q U R S T U V W X Y Z
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a b c d e f g h i j k l m n o p q u r s t u v w x y z
A B C D E F G H I J K L M N O P Q U R S T U V W X Y Z
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urw din-semi-condensed
a b c d e f g h i j k l m n o p q u r s t u v w x y z
A B C D E F G H I J K L M N O P Q U R S T U V W X Y Z
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a b c d e f g h i j k l m n o p q u r s t u v w x y z
A B C D E F G H I J K L M N O P Q U R S T U V W X Y Z
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Using the tone of voice convention and the selected fonts as the baseline, various formatting options were explored with Dan and Mark. We arrived at the house-style shown below.
For each style, the following formatting is defined:
URW DIN SEMI-CONDENSED 900
FONT-WEIGHT: 900/BLACK
TEXT-STYLE: UPPERCASE
LETTER-SPACING: -0.02EM
LINE-HEIGHT: 0.88EM
MARGIN-BOTTOM: 0.1EM
URW DIN SEMI-CONDENSED 700
FONT-WEIGHT: 700/EXTRA-BOLD
TEXT-STYLE: NORMAL
LETTER-SPACING: -0.025EM
LINE-HEIGHT: 0.95EM
MARGIN-BOTTOM: 0.3EM
URW DIN 400
FONT-WEIGHT: 400/NORMAL
LETTER-SPACING: -0.03EM
TEXT-STYLE: NORMAL
LINE-HEIGHT: 1.4EM
MARGIN-BOTTOM: 0.5EM
BOLD:
URW DIN 600
FONT-WEIGHT: 600/BOLD
Doner burgdoggen sausage, shoulder venison jerky pastrami tongue kielbasa alcatra meatloaf cow bresaola. Tail shankle short ribs flank ham hock prosciutto. Doner capicola alcatra spare ribs fatback shoulder tongue.
Turducken salami beef ribs pork belly filet mignon swine chuck ball tip meatloaf fatback pork loin venison. Prosciutto porchetta hamburger sirloin, chuck corned beef ribeye capicola shankle buffalo pork belly venison.
Doner burgdoggen sausage, shoulder venison jerky pastrami tongue kielbasa alcatra meatloaf cow bresaola. Tail shankle short ribs flank ham hock prosciutto. Doner capicola alcatra spare ribs fatback shoulder tongue.
Turducken salami beef ribs pork belly filet mignon swine chuck ball tip meatloaf fatback pork loin venison. Prosciutto porchetta hamburger sirloin, chuck corned beef ribeye capicola shankle buffalo pork belly venison.
Doner burgdoggen sausage, shoulder venison jerky pastrami tongue kielbasa alcatra meatloaf cow bresaola. Tail shankle short ribs flank ham hock prosciutto. Doner capicola alcatra spare ribs fatback shoulder tongue.
Turducken salami beef ribs pork belly filet mignon swine chuck ball tip meatloaf fatback pork loin venison. Prosciutto porchetta hamburger sirloin, chuck corned beef ribeye capicola shankle buffalo pork belly venison.
Doner burgdoggen sausage, shoulder venison jerky pastrami tongue kielbasa alcatra meatloaf cow bresaola. Tail shankle short ribs flank ham hock prosciutto. Doner capicola alcatra spare ribs fatback shoulder tongue.
Turducken salami beef ribs pork belly filet mignon swine chuck ball tip meatloaf fatback pork loin venison. Prosciutto porchetta hamburger sirloin, chuck corned beef ribeye capicola shankle buffalo pork belly venison.
Where space is at a premium such as product cards on your e-commerce websites or as a design choice for contact details on a business card, etc.
LINE-HEIGHT: 1.2EM
LINE-HEIGHT: 1.1EM
Doner burgdoggen sausage, shoulder venison jerky pastrami tongue kielbasa alcatra meatloaf cow bresaola. Tail shankle short ribs flank ham hock prosciutto. Doner capicola alcatra spare ribs fatback shoulder tongue.
Low Cross House
Padholme Road East
Peterborough
Cambridgeshire
PE1 5XL
Tel:01733 557575
Email: skipsales@rosegroup.co.uk
Doner burgdoggen sausage, shoulder venison jerky pastrami tongue kielbasa alcatra meatloaf cow bresaola. Tail shankle short ribs flank ham hock prosciutto. Doner capicola alcatra spare ribs fatback shoulder tongue.
Low Cross House
Padholme Road East
Peterborough
Cambridgeshire
PE1 5XL
Tel:01733 557575
Email: skipsales@rosegroup.co.uk
Doner burgdoggen sausage, shoulder venison jerky pastrami tongue kielbasa alcatra meatloaf cow bresaola. Tail shankle short ribs flank ham hock prosciutto. Doner capicola alcatra spare ribs fatback shoulder tongue.
Low Cross House
Padholme Road East
Peterborough
Cambridgeshire
PE1 5XL
Tel:01733 557575
Email: skipsales@rosegroup.co.uk
Doner burgdoggen sausage, shoulder venison jerky pastrami tongue kielbasa alcatra meatloaf cow bresaola. Tail shankle short ribs flank ham hock prosciutto. Doner capicola alcatra spare ribs fatback shoulder tongue.
Low Cross House
Padholme Road East
Peterborough
Cambridgeshire
PE1 5XL
Tel:01733 557575
Email: skipsales@rosegroup.co.uk
URW DIN 200
FONT-WEIGHT: 200/LIGHT
TEXT-STYLE: NORMAL
LETTER-SPACING: -0.03EM
LINE-HEIGHT: 1.4EM
MARGIN-BOTTOM: 0.5EM
BOLD:
URW DIN 600
FONT-WEIGHT: 600/BOLD
Doner burgdoggen sausage, shoulder venison jerky pastrami tongue kielbasa alcatra meatloaf cow bresaola. Tail shankle short ribs flank ham hock prosciutto. Doner capicola alcatra spare ribs fatback shoulder tongue.
Turducken salami beef ribs pork belly filet mignon swine chuck ball tip meatloaf fatback pork loin venison. Prosciutto porchetta hamburger sirloin, chuck corned beef ribeye capicola shankle buffalo pork belly venison.
Doner burgdoggen sausage, shoulder venison jerky pastrami tongue kielbasa alcatra meatloaf cow bresaola. Tail shankle short ribs flank ham hock prosciutto. Doner capicola alcatra spare ribs fatback shoulder tongue.
Turducken salami beef ribs pork belly filet mignon swine chuck ball tip meatloaf fatback pork loin venison. Prosciutto porchetta hamburger sirloin, chuck corned beef ribeye capicola shankle buffalo pork belly venison.
The style formatting shown above is defined for use on the web. Definitions for desktop publishing will be defined once the various house-styles have been finalised.
Unless viewed on a high-res monitor or on a smartphone with a retina display, it is difficult to distinguish between URW DIN 200 and 400 on-screen and therefore not recommended for web use.
URW DIN 200 has been included as an option for print-use where it has been used in some of your existing marketing collateral.