04Typography

Primary Typeface

The Acumin Pro type family from Adobe Originals is our primary typeface. Acumin is a versatile sans-serif typeface family intended for a balanced and rational quality. Solidly neo-grotesque, it performs beautifully at display sizes but also maintains an exceptional degree of sensitivity for text sizes.

Secondary Typeface

The Source Serif type family from Adobe Originals is our secondary typeface. Source Serif is used to contrast with Acumin Pro to provide contrast and impact. Source Serif should be used sparingly for headlines, quotes, or special call-out text. Do not use it for body text.

Alternates

Acumin is Kahler Slater’s principal typeface, but Arial and Georgia are approved substitutes because they are readily available on nearly every computer. For certain applications when Acumin and Source Serif are not available, Arial and Georgia can be used for Word/template documents and PowerPoint presentations, and default Aptos or Calibri for email content.

Availability

Acumin and Source Serif are available as part of Adobe Fonts, which is included with your Creative Cloud subscription. Instructions to install the fonts can be located here. Alternatively, you may download and open the InDesign typeface list file below to automatically sync the correct fonts. Users who do not have access to Adobe Creative Cloud should use one of the approved alternate typefaces listed above.

Typography Do’s and Don’ts

Do use the appropriate font weight and AP Style capitalization.

Don't use the unapproved font weights.

Don't use all-caps.

Don't use condensed fonts.

Don't use wide fonts.

Don't use all lowercase letters.