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Typography

Consistent use of our brand typefaces reinforces Visma’s brand identity. Typography touches upon the very essence of our brand and communication when it comes to connecting the conveyed message with our visual identity.

Strive for presenting design and content as clearly and efficient as possible when working with typography. This will ensure good readability and minimizing user’s cognitive load. In this chapter you will find the tools and examples to succeed using typography to its greatest potential.

Throughout our customer journey we are using two brand typefaces. PF Beau Sans Pro and Open Sans. Each has its purpose for establishing our brand identity within our prints, banners, ads, web pages and products, and also provides ample opportunities when working with text.

PF Beau Sans Pro

This is our primary brand typeface. It is a modern sans serif typeface that is chosen for its distinct, dynamic and contemporary look 


Beau Sans Pro Typeface

In our communication we will use this type mainly for headings, titles and headlines. By doing so we ensure that the beautiful and friendly forms of our type blend together with our most important parts of our communication. Beau Sans Pro enhances the design by adding dynamic and providing a strong visual identity to our brand.

 

Beau Sans Pro Weights

PF Beau Sans Pro comes in five weights and since it’s going to be used for large titles, it will usually start with 20px or more in size. To leverage the full potential of our brand identity type and its qualities we urge everyone to strive for using thin and light font weights. This way we ensure that the Beau Sans Pro comes across as intended. 

 

Example Beau Sans Pro

This is an example on how it will look when you use the thin font of Beau Sans Pro in a heading.

Open Sans

Open Sans is our second primary brand typeface. It is an open-source type chosen for its excellent legibility optimized for print, web, and mobile interfaces.

 

Open Sans typeface

Open Sans is the perfect pair for Beau Sans Pro, because it enhances the qualities of the Beau Sans and creates a clear hierarchy in our communication. The font is also a typeface in the Google web fonts, which ensures that our brand identity have one of its typefaces represented no matter the platform.

 Open Sans weights

Open Sans comes in four weights and is only used in smaller sizes and in larger quantities. We only use the font for anything 20px or less. The exception to this rule is when we are not able to use our primary brand type, Beau Sans Pro. An example of this is when creating presentations in Google Slide. Another example where we use Open Sans instead of our primary typeface is in our products. This choice is made from an usability perspective.

 

Open Sans Example

This is an example on how it will look when you use Open Sans body text combined with a Open Sans heading. 

Arial & Universe

In some cases where we cannot use either Beau Sans or Source Sans, we need to use standard fonts. Our fallback standard font is Arial. Universe is a legacy font of Visma, and is still being used in some material containing a large quantity of numbers, like in the Annual report.