Page 24 - Coffee Table Book

TYPE
MONTSERRAT SEMI BOLD
PRIMARY TYPEFACES
MKE Fellows uses our typeface to embody boldness, and emits a contemporary, yet likeable appeal. From the sharp lines to the organic curves, we like to stay classic.
LOWVETICA
Derived from a global font favorite, Lowvetica is big, bold, and used for materials like billboards, display, signage, ads, headlines, and various print pieces. This is always used in uppercase, never
in lowercase.
• Typeface: Lowvetica Ultra Bold and Bold
• Tracking: Set to 100 for Ultra Bold , 60 for Bold, and adjust for kerning
• Leading: Tighter than auto
• Copy: Written in uppercase
MONTSERRAT
This clean, sans-serif is used for body copy and calls to action, it’s gotta be Gotham. Our frequently used weights are Semi Bold and Light. Other styles may be used too depending on the piece.
• Typeface: Montserrat
• Tracking: Adjust for kerning
• Leading: Auto or looser
• Copy: Written in sentence case unless used as a subheader, in which use uppercase
LOWVETICA ULTRA BOLD
ABCDEFGHIJKLM NOPQRSTUVWXYZ
LOWVETICA BOLD
*This style used in cases where information hierarchy is accounted for, such as sub-headers.
ABCDEFGHIJKLM NOPQRSTUVWXYZ
A SUITABLE
ABCDEFGHIJKLM NOPQRSTUVWXYZ
MONTSERRAT LIGHT
ABCDEFGHIJKLM NOPQRSTUVWXYZ
24 MKE Fellows Brand & Style Guide