Typographic Principles

Optimize for readability

Help readers understand communications easily and enhance their experience, regardless of their abilities.

Create visual harmony

Typography should be consistent and cohesive. Use visual hierarchy and space to simplify complex information.

Contextualize for different users

Tailor for different preferences, operating systems and applications, while keeping in mind how people consume and process information.

Scale, style and vertical rhythm

The Zeta type scale was created to provide hierarchy for all types of experiences based on a single formula. The formula assumes that the smallest size is 12px and increases x1 based on the 4px mini unit, applied to line height too.