Typography – hierarchy and application

K3 typography is designed to create clarity and structure across every communication.

Consistent use of size, weight and spacing improves readability and ensures communications remain balanced and professional. Titles, subtitles, subheadings and body copy should be clearly differentiated so readers can easily understand the structure of the content and identify the most important messages.

Typography general principles

  • Use clear hierarchy between headings and body text
  • Maintain generous spacing between sections
  • Avoid competing headline styles on the same page
  • Keep line lengths comfortable for reading

Do

  • Follow a logical descending scale (hierarchy)
  • Use whitespace/Ice intentionally to create structure
  • Maintain clear contrast between headings
  • Keep headings concise and scannable

Don’t

  • Use Serif for body copy
  • Shrink headings to fit space
  • Add tracking to compensate for poor spacing

  • Make titles all CAPS

  • Mix too many heading styles

H1 – page titles, hero statements and major section headings

Source Serif 4

Teal or Ink only

Print: Semi Bold, 40pt, 54pt leading +

Digital: Normal 400, 56px, line-height 1.2

Sentence case only, generous spacing above and below

H2 – Supporting lead, section headings, sub-headings and supporting statements

Plus Jakarta Sans

Teal or Ink only

Print: Light, 24pt , 34pt leading +

Digital: Normal 400, 30px, line-height 1.4

Sentence case

H3 – Mid-level section headings, section dividers and pull quotes

Source Serif 4

Teal or Ink only

Print: Medium, 24pt, 28pt leading +

Digital: Normal 400, 18px, line-height 1.6

Body text – for paragraph text and long-form content

Plus Jakarta Sans

Ink only

Left aligned, sentence case

Avoid overly long line lengths

Print: Regular 10pt / 14pt leading

Digital: Normal 400, line-height 1.6

Maintain consistent spacing between paragraphs