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. It is the second most important design element next to the Visma logotype.

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. Ubuntu, mostly for headings, and Open Sans, for paragraph text. 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.

Ubuntu - our corporate typeface

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

Ubuntu Light.png

We are using Ubuntu mainly for headings, titles and headlines. By doing so we ensure that the beautiful and modern forms of our font face blend together with our most important parts of our communication. Ubuntu enhances the design by adding dynamic and providing a strong visual identity to our brand.


Our main principle is that we use the font weight Light (300). 


Sometimes we use Medium (500) for making parts of text more amplified, or in certain verticals and contexts. 


We avoid Bold (700) because the simple fact this weight makes the font look too much inflated and the font loses its beautiful characteristics.

Ubuntu Font Family.png

 

Below you can see an example of the intended use together with the secondary font (open sans) that should be used for paragraph text where readability is of importance.

Ubuntu Font Details.png

Open Sans

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

 

Open Sans.png

Open Sans is the perfect pair for Ubuntu, because it enhances the qualities of Ubuntu 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 regardless of the chosen 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, Ubuntu. 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

In some cases where we cannot use either Ubuntu or Open Sans, we need to use standard fonts. Our fallback standard font is Arial.