Typography

We chose fonts that we believe accurately reflect the spirit of Adaptiva. The fonts are clean, strong, and well, we just like them. They’re cool fonts.

Warning: If you use the wrong fonts in branded materials, I will hunt you down and lecture you while I check your system to make sure you’ve installed our typefaces.

Typefaces

Museo Sans

Museo Sans is our primary font, which we use for pretty much everything. It’s refined, scalable and legible, and ugh, the kerning is beautiful. We use font weights 300, 500, and 700, and letter-spacing/tracking is always 0.

FUTURA PT

Futura PT Heavy is our alternative font. It’s bold, honest, and demands attention. We don’t use it often — mostly for illustrations, video/animation, and the occasional one-off print project, but never on the web. Futura PT Heavy is always used in all caps, with the tracking set to 100-200. We use the font weight “Heavy” most of the time, but “Book” is also a viable option.

Segoe UI

This isn’t really our brand font, but it’s what we use in Microsoft Office documents that aren’t exported to PDF, such as Word templates, product documentation, PowerPoint presentations, etc. It’s a system font that the vast majority of our customer base already has, and it’s not too far off from Museo Sans. Thanks, Microsoft!

Download Brand Fonts

Note: The above download link is restricted to Adaptiva staff and requires authentication. We have licensed Museo Sans and Futura PT for our use only, so do not distribute brand fonts outside the company. Since Segoe UI is a system font, we don’t have a license for it, so it’s not distributable anyway.

Type Scale

Our type scale is based on the golden ratio (~1.618) and a starting point of 10px for print, and 16px for web.

Small
font-weight
500
font-size
6px / 10px
scale
0.618em
Body
font-weight
500
font-size
10px / 16px
scale
1em
Heading 4
font-weight
700
font-size
10px / 16px
scale
1em
Heading 3*
font-weight
700
font-size
12px / 20px
scale
1.25em
Heading 2
font-weight
300
font-size
16px / 26px
scale
1.618em
Heading 1 (Title)
font-weight
300
font-size
26px / 42px
scale
2.618em
Giant
font-weight
Depends
font-size
42px / 68px
scale
4.236em

* Heading 3 is an exception to the Golden Ratio rule

Font sizes can extend beyond “Giant” for large print files or special cases in illustrations, but do your best to stick to size values that adhere to the 1.618 scale.