CONCEPT CONCEPT CONCEPT CONCEPT CONCEPT CONCEPT CONCEPT
Color
To communicate youth and playfulness, I wanted to use bold colors while limiting the palette to two colors so as to maintain consistency and trust.
I picked shades of yellow and crimson to keep a balance between calm yet passionate personalities. Gradients would be used for compelling backgrounds.
![](https://freight.cargo.site/t/original/i/822a23d884db18969e5dfbc6ce5a6307fa47b072ad16d575cfafea8a979916b3/color-12x.png)
![](https://freight.cargo.site/t/original/i/fea597d4039e7ac672a495a0f32d01259e4fbf32c184eecc5de76fe493885bbf/color-22x.png)
![](https://freight.cargo.site/t/original/i/2b213e6be129652bdc49e16264fcef469076a6a7ed8d982819b6c88fecf1d13e/one-tone2x.png)
![](https://freight.cargo.site/t/original/i/4d2830cbb618b9379b4797db33ea4eb539c539071fe518949d39d279b30c740c/Asset-352x.png)
Typography
![](https://freight.cargo.site/t/original/i/dc07239ded74f3a07acea0d9c10c78d98552510fbefbc16966321d82ef4327c7/Group-74.png)
![](https://freight.cargo.site/t/original/i/99bf1f0691241b3e0aef150180a3c879749d8b1371c36a74c3b130eb255bbb9e/Group-61.png)
![](https://freight.cargo.site/t/original/i/868f09b7792e160dfb09e559118a5422b905ac8e8c20e393c4587d828d1edf76/Group-51.png)
![](https://freight.cargo.site/t/original/i/45f5a10fe8fbddb5da53f54414c0d130b403ae26e6c52b33cf084bf19c46a54d/Group-62.png)
![](https://freight.cargo.site/t/original/i/45f5a10fe8fbddb5da53f54414c0d130b403ae26e6c52b33cf084bf19c46a54d/Group-62.png)
Helvetica
Helvetica is the typeface used for for large and brief headlines.
![](https://freight.cargo.site/t/original/i/bd07d486bc7e524380b235f67c5647ddbff52930ce4e45bf5aeacc01eeefd5b8/Group-75.png)
Usage
Set leading between 120–150%. Exceptions can be made for large headings above 50pt in print applications and 50px onscreen.
Never use below 50pt in print or 50px onscreen.
Type is usually left-aligned or centered. Never use fully justified. Text should never be hyphenated.
If your text is longer than 10 words, it’s best to use Muli instead.
Set leading between 120–150%. Exceptions can be made for large headings above 50pt in print applications and 50px onscreen.
Never use below 50pt in print or 50px onscreen.
Type is usually left-aligned or centered. Never use fully justified. Text should never be hyphenated.
If your text is longer than 10 words, it’s best to use Muli instead.
![](https://freight.cargo.site/t/original/i/a7ae1aca593574ed82cd4b317b609017f172b81e974971aea37c7f57cd06d1e0/Group-72.png)
![](https://freight.cargo.site/t/original/i/b5e2e6685847e69c685585c5397f60f01412f46a13147020719c6727351f5f40/Group-71.png)
![](https://freight.cargo.site/t/original/i/74bc5add0fcd8cd3e4d432007fce97106b19e8965e1671f24c84f89ce488df04/Group-70.png)
![](https://freight.cargo.site/t/original/i/7d61dc458d5ff2fb6f368b2e7756911bf83faab5f16e137a10b2fe67a43e9ce1/Group-69.png)
![](https://freight.cargo.site/t/original/i/626dda4c121e18d201c6e66d16edee3d905e21d71ebb5630440b5d7ded95a3c3/Group-68.png)
Muli
Muli is the typeface used for headlines 10 words or longer, subheadings and body copy.
![](https://freight.cargo.site/t/original/i/96c60a91eee4c1eb9f234aecb219badadd066bebe3439d30fd3b41f4f46c1eac/Group-73.png)
Usage
Set leading to 120–150%. Exceptions can be made for large headings above 30pt in print applications and 30px onscreen.
Never use below 16pt in print or 16px onscreen.
Type is usually left-aligned or centered. Never use fully justified. Text should never be hyphenated.
Set leading to 120–150%. Exceptions can be made for large headings above 30pt in print applications and 30px onscreen.
Never use below 16pt in print or 16px onscreen.
Type is usually left-aligned or centered. Never use fully justified. Text should never be hyphenated.
![](https://freight.cargo.site/t/original/i/2c32f1e2eed6973cca6a0d25a9c1681b387a753541edee32023060133265e868/Group-74.png)
Combination
When using Helvetica and Muli together:
Always align left.
Aim to use Helvetica 150% larger than Muli.
Bring the two fonts together by using equal leading throughout the block of copy when possible.
Do not combine the two fonts within the same sentence.