Typography is a nuanced craft. When all the elements are aligned, ideas are clearer, paragraphs are easier to read, and pages are more scannable. Our brand font is Whitney. It was originally designed as the proprietary typeface of the Whitney Museum in New York. It is beautiful and functional at all scales.
We no longer use Knockout for any brand communications.
We use Whitney Book for all body copy and Whitney Semibold for headers. Additional weights of Whitney may be used where appropriate. Visit the Whitney website for good tips on how best to use Whitney.
Presentation and email fonts
Font choices in sharable documents like Google Slides and in emails are limited. In both of these cases we use Helvetica Neue as a substitute for Whitney. These are the only places that we use a font other than Whitney for brand messaging. Helvetica Neue is available as a system font on your computer.
Stay tuned! Styles are in development.
Whitney supports the Greek, Cyrillic, as well as the Roman alphabet. However, for other languages we have chosen fonts that pair well with Whitney. If you need font support for a language that is not included here, please contact the brand team.
When can other typefaces be used?
While Whitney is our primary brand font and is closely associated with our brand, there are a few circumstances when it may be appropriate to use other typefaces. In all situations when the primary purpose of the typography is the communication of written content for the Twilio brand, every effort should be made to use Whitney. The decision of when it is appropriate to use an alternative typeface is solely at the discretion of the Core Creative team.
Sub-brands such as TwilioQuest, SIGNAL, or Cloud City have their own unique brand typefaces and associated usage guidelines.
When typography is used expressively to illustrate an idea it is permissible to explore alternatives to Whitney or custom lettering to enhance the concept. Some examples of this type of project include apparel, stickers, posters, animated gifs, or book covers.
We are committed to following AA standard contrast ratios. Consider the scale and weight of the font as well as the background contrast.
- Keep layouts simple.
- Give your typography room to breathe.
- Use only as many font weights as necessary.
- Use sentence case for all headers and titles.
- Make your lines 55-75 characters long.
- Never distort or compress a typeface.
- Never use Whitney Condensed or Fira for body copy.
- Don’t over-use Whitney Condensed.
- Don’t make line-spacing or letter-spacing too tight.
- Do not use all caps for main headers.
- Avoid displaying text in jpg or png images (as seen, unfortunately, on this page).