A cohesive channel-independent typographical expression creates a unified image of KI when we communicate. As from 20 October 2022, KI will use a single and modern typeface, DM Sans, in both digital and analogue channels.
Typeface for branding
DM Sans Regular, Medium, Bold & Italic
DM Sans is used in both digital channels and in printed matters, for example in headings, body texts, captions, preambles, subheadings and buttons.
DM Sans is a Google font (i.e., license-free), thus easier to manage and in all channels. It is a modern and rather unique Sans Serif typeface with great potential to create distinction.
Arial och Times New Roman
If DM Sans is not available due to technical reasons or in contexts when KI communicates along with other brands such as Karolinska University Hospital or Region Sthlm, Arial and Times New Roman are to be used.
This implies that the current typefaces used for printed matter and ads, Mundo Sans and Minion Pro, are being phased out.
Use and hierarchies
Main headings (heading level 1) use Medium, subheadings use Bold (heading level 2 & 3) and Italic (heading level 4). Preambles and body text use Regular. Italic is also used in body text to distinguish and highlight specific content. Heading levels 1 and 2 are set with setting optical kerning as well as pinching -15, making the text less sparse.
Just as important as the choice of font is how the text is formatted: text size, line spacing, width of lines, bulleted lists, length of paragraphs, text alignment (centered texts should be avoided), color contrasts, underlining (should be avoided), italic longer text (should be avoided).
Typography is set solely in the colours black, dark plum and white and against colour backgrounds where the contrast requirements are met.
The DM Sans typeface is pre-selected in all KI Office 365 templates.
DM Sans will be installed automatically on all computers within Coordinated IT during the winter. The typeface is otherwise available and can be downloaded in Software center.