OUT OF THE GATES, we had a solid start with established brand guidelines, which included the color palette and typography. After we reviewed these recommendations, we explored and identified the adjectives that best identified the organizations brand. Modern, clean, authoritative quickly rose to the top and were used as our cornerstone descriptors.
Georgia, a transitional serif, with its interesting letterforms at larger scale felt like the perfect fit for the big, authoritative headlines. Montserrat, a geometric sans-serif, is very clean and neutral, which we used for the body text and sub-headlines.