Typography

A single family. All caps bold and regular sentence case: those are the rules, and they’re easy for anyone to follow.

Our typeface

Gibson carries the entire system, from headlines to the smallest label.

Gibson

Canada Type · self-hosted · Used for headline, heading, subheading, body, label

Rooted in TraditionLight · 300
The things that matter most are worth protecting.Regular · 400
Built With PurposeSemibold · 600
If we’re going to do it, we’re going to do it right.Bold · 700

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789 &!?$%@#(),.

Already in use: Gibson is used in your owned and social graphics already, leading to familiarity with your audience.
Single family: A simple approach that works in many situations, like your products.
Easy to use: All caps bold and regular sentence case: those are the rules and they’re easy for anyone to follow.

Typesetting

Universal settings for each level of type, with leading and tracking. Tracking is shown in Adobe units.

Headline: Gibson Bold, all caps
Leading: 92%
Tracking: -10 (-1%); Headlines and hero moments: campaign lines, packaging, signage. Short and punchy.

Skip work and hunt

Heading: Gibson Bold, all caps
Leading: 100%
Tracking: 0; Section titles and product names.

Rooted in tradition

Subheading: Gibson Semibold, sentence case
Leading: 120%
Tracking: 0; Supporting lines under headlines, pull quotes, and card titles.

The things that matter most are worth protecting.

Body: Gibson Regular, sentence case, +15 tracking
Leading: 150%
Tracking: +15 (+1.5%); Paragraphs, product descriptions, and anything meant to be read.

We believe the best products, decisions, and relationships are built with intention. Everything we do should solve a problem, create value, or contribute to something meaningful.

Label: Gibson Semibold, sentence case
Leading: 120%
Tracking: 0; Small supporting text: captions, tags, metadata. Never all caps.

Proudly made in the USA · Phoenix, Arizona

Built with purpose

LeadingThe space between lines. Large headlines sit tight (90–100%); body copy opens up (140–155%) for comfortable reading. Referred to as line-height in css.

Built with

TrackingThe space across a string of letters. Keep headlines between -20 and 0. Never track out lowercase text to fill space. Referred to as letter-spacing in css

AV purpose

KerningThe space between two specific letters. Kerning pairs are built into the fonts — only adjust by eye on very large headlines.

Built with purpose

If we’re going to do it, we’re going to do it right.

HierarchyThe relationship between sizes. Aim for strong contrast between levels — the bigger the jump, the clearer the order.

Everyday usage

Our default for product, retail, email, and social. Clear communication and brand recognition come first — typesetting here should be rigorous and detail-oriented. See Typesetting for leading and tracking.

Mockup coming soonEvent invite

Expressive usage

For campaigns and brand moments, type becomes a graphic object in its own right. Leading and tracking can be interpreted more loosely — always consider how type relates to photography, illustration, and negative space.

Spacing
Scale
Repetition
Contrast
Orientation
Legibility

Incorrect usage

The system leaves plenty of room for creativity, but a few rules keep it consistent and considered. Avoid the following.

Hand-crafted in the USA

Do not use text shadows over images or videoDrop shadows read as amateur. Choose calmer areas of the image, crop differently, or use a subtle gradient scrim instead.

Every feature should solve a real problem, not add complexity.

Body copy should not be expressiveLonger text exists to inform. Keep it calm, readable, and consistent.

We believe the best products, decisions, and relationships are built with intention.

Do not set body copy in all capsAll caps is reserved for headlines; it slows reading at small sizes.

Headline

Do not stretch or fake stylesNo horizontal scaling, faux italics, or faux bolds — use the real weights.

Headline

Do not use typefaces outside the systemDisplay and bespoke lettering is welcome — generic substitutes are not.

Headline

Do not track out headlinesLoose tracking breaks the word shapes that make headlines readable at a glance.

Typography

Termina for headlines brings a wide, confident voice; Gibson handles everything else, keeping continuity with the original brand.

Our typefaces

Termina and Gibson work together — each with a clear job, defined in Typesetting below.

Termina

Adobe Fonts · Used for headline, heading

Rooted in TraditionRegular · 400
The things that matter most are worth protecting.Demi · 600
Built With PurposeBold · 700
If we’re going to do it, we’re going to do it right.Heavy · 800

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789 &!?$%@#(),.

Gibson

Canada Type · self-hosted · Used for subheading, body, label

Rooted in TraditionLight · 300
The things that matter most are worth protecting.Regular · 400
Built With PurposeSemibold · 600
If we’re going to do it, we’re going to do it right.Bold · 700

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789 &!?$%@#(),.

Headings in Termina: Every heading uses Termina to carry the brand’s wide, grounded stance.
Everything else in Gibson: Gibson carries over from the original brand for body copy, subheadings, labels, and navigation, keeping a thread of consistency.

Typesetting

When to use each typeface and weight, with leading and tracking for each. Tracking is shown in Adobe units.

Headline: Termina Bold, all caps
Leading: 95%
Tracking: -10 (-1%); Headlines and hero moments only. Termina is wide — keep lines short (2–4 words).

Skip work and hunt

Heading: Termina Demi, sentence case
Leading: 105%
Tracking: -10 (-1%); Section titles and product names. Demi, not Bold, so it doesn’t compete with headlines.

Rooted in tradition

Subheading: Gibson Semibold, sentence case
Leading: 120%
Tracking: 0; Supporting lines and card titles. Switch to Gibson here — Termina gets too wide at these sizes.

The things that matter most are worth protecting.

Body: Gibson Regular, sentence case, +15 tracking
Leading: 150%
Tracking: +15 (+1.5%); All reading text. Carries Gibson over from the original brand for continuity.

We believe the best products, decisions, and relationships are built with intention. Everything we do should solve a problem, create value, or contribute to something meaningful.

Label: Gibson Semibold, sentence case
Leading: 120%
Tracking: 0; Small supporting text: captions, tags, metadata. Never all caps.

Proudly made in the USA · Phoenix, Arizona

Built with purpose

LeadingThe space between lines. Large headlines sit tight (90–100%); body copy opens up (140–155%) for comfortable reading. Referred to as line-height in css.

Built with

TrackingThe space across a string of letters. Keep headlines between -20 and 0. Never track out lowercase text to fill space. Referred to as letter-spacing in css

AV purpose

KerningThe space between two specific letters. Kerning pairs are built into the fonts — only adjust by eye on very large headlines.

Built with purpose

If we’re going to do it, we’re going to do it right.

HierarchyThe relationship between sizes. Aim for strong contrast between levels — the bigger the jump, the clearer the order.

Everyday usage

Mockup coming soonEvent invite

Expressive usage

Spacing
Scale
Repetition
Contrast
Orientation
Legibility

Incorrect usage

The system leaves plenty of room for creativity, but a few rules keep it consistent and considered. Avoid the following.

Hand-crafted in the USA

Do not use text shadows over images or videoDrop shadows read as amateur. Choose calmer areas of the image, crop differently, or use a subtle gradient scrim instead.

Every feature should solve a real problem, not add complexity.

Body copy should not be expressiveLonger text exists to inform. Keep it calm, readable, and consistent.

We believe the best products, decisions, and relationships are built with intention.

Do not set body copy in all capsAll caps is reserved for headlines; it slows reading at small sizes.

Headline

Do not stretch or fake stylesNo horizontal scaling, faux italics, or faux bolds — use the real weights.

Headline

Do not use typefaces outside the systemDisplay and bespoke lettering is welcome — generic substitutes are not.

Headline

Do not track out headlinesLoose tracking breaks the word shapes that make headlines readable at a glance.

Display, novelty & bespoke

For moments that allow real typographic expression — patches, apparel, posters, packaging — custom lettering, script, and hand lettering can be used alongside the core system. Keep it distinctly different from our typefaces so it never competes with them. Tactile, hand-made treatments bring humanity to the brand and are especially encouraged.