Typography

Default Headline and Sub-Head Typefaces

The recommended default headline typeface options are Cheltenham Bold or Cheltenham Ultra.

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Optional Headline and Sub-Head typefaces

Optional headline and sub-head typefaces are Cheltenham Bold Condensed and Cheltenham Ultra Condensed.

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Default Body Copy Typefaces

The recommended default body copy typeface options are Cheltenham Light or Cheltenham Book.

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Optional Body Copy Typefaces

Optional body copy typeface options are Cheltenham Light Condensed or Cheltenham Book Condensed.

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Display Font for Product Pricing and Product Promotions

Shelf signs, cooler clings, oil cloths, etc.

Use in outline form for product pricing and headlines. Outline form can be created by adding a thick, black, stroke to the price or headline. The stroke should be the same width & weight across all characters of the price or headline, in a given instance.

Use in regular form for body text.

Do not use for disclaimers, body copy or fine print.

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Display Font for “Uncle Rick” Signature or Attribution

Use in any print or digital display ads that utilize a “quote” from the brand character, “Uncle Rick”, as his signature. See example at right.

Do not use for headlines, body copy, disclaimers, or for any other type beyond the described use in the above paragraph.

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Recommendations

ITC Souvenir Medium and ITC Souvenir Demi Bold should only be used for interior store signage; it should not be used in advertising or store kits. Contact Rich Davies (rich@vreeland.com) at Vreeland Marketing + Design to obtain correct versions of ITC Souvenir.

Discontinue use of Cooper Black.

Do not use more than two typefaces (e.g. font families) together.

Do not use more than three fonts from a font family, such as a bold, italic and plain.