Leading and Tracking

8 pt. / leading: 12 pt . / tracking: 0

10 pt. / leading: 13 pt . / tracking: 0

20 pt. / leading: 22 pt . / tracking: 0

All leading is not equal. As a general rule of thumb: the smaller the point size, the larger the leading; the higher the point size, the tighter the leading. Leading should be set between 100 to 150 percent of the point size. The tracking for Verlag can generally be set to 0. Adjust tracking and kerning where needed based on application.

Hierarchy

Different point sizes / same weights

Same point sizes / different weights

Same point sizes / different weights

Type can lend clarity to your message. By employing a consistent type hierarchy, the readability of your communication becomes more clear and meaningful. The examples above give some guidance on type hierarchy. In general, maintain a balanced contrast between titles/subtitles and body copy.

Color Usage

Subhead and body copy in gray

Subhead in color / body copy in gray

Headline and subhead / different colors

Simply infusing color into typography effectively accomplishes two things at once: It clarifies both informational hierarchy and organization. And it elevates your typographic communication with personality and style. For appropriate IGT brand colors, follow the guidelines in the color section.

Don’t apply gradients, drop shadows or other effects to the logotype.

Avoid widows (words by themselves on a line) shorter than 7 characters.

Avoid hyphenation in general, and especially in headlines.

Don’t kern text too tightly or loosely.

Avoid right-aligned type.

Don’t stretch type horizontally or vertically.

Avoid loose line spacing measures.

Don’t use more than 1 or 2 type styles in close proximity, and try to follow the rule of 3 type sizes per page layout.

Avoid bold all-cap type treatments.