Brand

Typography

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.

Learn about font licensing

Font stack

Whitney Created with Sketch.
WhitneyCondensed Created with Sketch.
FiraMono Created with Sketch.
Note

We no longer use Knockout for any brand communications.

Usage

We use Whitney Book for all body copy and Whitney Medium for headers. Additional weights of Whitney may be used where appropriate. Visit the Whitney website for good tips on how best to use Whitney.

Brand Site Created with Sketch.

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centered text is ref.png

keep headers simple.png

it is unnecessary.png

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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. 

Helvetica Neue, Helv Created with Sketch. Helvetica Neue, Helvetica, Arial, sans-serif

Code snippets

Stay tuned! Styles are in development.

International

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.

Japanese

電話 Created with Sketch. 電話

Korean

전화 Created with Sketch. 전화

Traditional Chinese

电话 Created with Sketch.

Simplified Chinese

电话 copy Created with Sketch. 电话
Accessibility and typography

We are committed to following AA standard contrast ratios. Consider the scale and weight of the font as well as the background contrast.

Check your font accessibility
Related Topics
Type virtues
  • Keep it simple.
  • Give your typography room to breathe.
  • Use fewer fonts.
  • Use sentence case.

  • Make your lines 55-75 characters long.
Type crimes
  • Never distort or compress a typeface.

  • Never use Whitney Condensed or Fira for body copy.

  • Do not use all caps for main headers.