fonts
We have a lead font and a support font. Our leaping font is named ‘TAKE THE LEAP’. It’s the thread that runs through every piece of communication we create. On peoples computers it acts as a reminder and a motivator to the community we are looking to encourage to start something new.
lead font
The font is a literal interpretation of the people within the community we help to take the leap everyday. The letters offer energy and animation to all our communication, both static and digital. It is one of the most identifiable features of The Leap brand identity – for this reason it should always be the lead font and should feature in all of our communications.
The font is set in uppercase as standard.
The leaping letters can be found by holding down ‘shift’ and then typing the letter.
support font
‘Silka’ is our support font. This should be used for all body copy and to break up the ‘Take The Leap’ font.
back-up font
We should always aim to use ‘Take The Leap’ and ‘Silka’ fonts in all our branded communications, however Google Docs does not support adding your own fonts. In this case ‘Anton’ and ‘Poppins’ can be used.
guide
Our leaping font is one of our most defining identity features, however we should go steady with it. Too many leaping letters is off-putting. We want to appeal to the whole community and the example above is simply not readable for everyone. If you are unsure how many to use, a guide of 1 or 2 leaping letters per line is a good place to start.
What we want to say has much more prominence and impact when the words are closer together. Remember to close the gap between lines of text. For example a 100pt font size, should have a 100pt line-height.
Avoid leaping letters at the start of a sentence. If the leaping letters represent people in our community, then having them leaping out amongst a crowd, makes the most sense. We approach turning a standard letter into a leaping letter, in a similar way.
simply create
We’ve built the new brand to be usable for everyone. Here is a quick guide on creating a single piece of communication, on social media, for example.
Make a big statement using the ‘Take The Leap’ font. Be big and bold, making sure the line-spacing matches the font size.
Make the letters leap. Being careful not to use too many.
Use the stickers to add an extra level of interest to the piece of communication. Stickers can be added in design software or using the giphy stickers.