04 Typography

Typography is a cornerstone of the Aurem identity system. We use the universal Saans font family to communicate effectively with our audience and Approach Mono Regular to convey precision and intelligence.

Fonts

Saans is used throughout the majority of Aurem's verbal touchpoints, including our wordmark, titles, subtitles, and body copy. Approach Mono is used for short annotations and eyebrows.

Saans

APPROACH MONO

Weights and styles

To ensure coherence, we adhere to a restrained approach in selecting font weights and styles. The logo uses Saans Semibold. The rest of the brand uses a combination of Saans Semibold and Regular weights.

Saans

SemiBold

Medium

Regular

APPROACH MONO

REGULAR

Usage chart

The usage chart provides guidelines for legible type setting across different contexts. However, adaptability is key, and designers should exercise discretion based on various factors such as mediums, scales, screen resolutions, materials, and production techniques.

Screen

Size

Line-height

Kerning

Tracking

Word-spacing

00-20 px

140%

Metrics

—

20-28 px

130%

Metrics

—

28-48 px

120%

Metrics

-1%

—

48 px +

100%

Metrics

-1%

—

Download assets

Saans and Approach Mono typefaces

DOWNLOAD ASSETS

Logo

Color