Typography plays an important role in HAQM Echo brand recognition. It communicates a consistent, unified identity and gives instant personality to our written words. HAQM Ember is the master brand font for all HAQM products and services.
For HAQM Echo, two weights may be used: HAQM Ember Light and HAQM Ember Bold.
HAQM Ember Light is a clean, modern typeface that conveys a simplicity and charm that matches the HAQM Echo brand personality.
HAQM Ember Bold is strong, easy, and simple. Use it for subheads, calls to action, and as part of body copy for emphasis.
No more than 10 consecutive words should be set in HAQM Ember Bold to ensure brevity, simplicity of thought, and clear areas of emphasis.
Display weights have different characteristics and should be used for brand names, large scale applications (over 72 pt), headlines, or single-word callouts.
Headlines are set in HAQM Ember Display Light. Use sentence case and proper punctuation. The space after a headline should be between ¼ –⅔ times the leading.
Subheads are set in HAQM Ember Bold and are attached to body copy on a new line or as a lead-in within the first paragraph. They should be no more than ½ the point size of the headline font.
Body copy is set in HAQM Ember Light. It should always be left-aligned and never exceed 15 words per line.
Tracking on both headlines and body copy should be set to 0 in most cases. Optical kerning is suggested for use on headlines.
Leading should be set to roughly 1⅓ the type size.
White space is important to convey a sense of simplicity and ease. All copy must be at least two (2) cap-height units away from all borders and 1.5 cap-height units away from all other foreground objects.
