The chain´s visual identity also consists of two specific fonts. They are both classic and everlasting. The contrast between these two is noticeable, and they complement each other without getting in conflict with the logo typography. Consistent use of these fonts is essential to conveying a unified impression.
Clarendon is a serious, but at the same time ”friendly”, typography, that stands out and attracts the reader´s attention. On all printed materials, headlines should be set in Clarendon. On the web, one can use a web version of Clarendon on titles, when it is appropriate.
Berthold Akzidenz Grotesk is, on the other hand, a more straight and clear typography, which reflects the professionalism we want to express. On all printed materials, this one is to be used on body texts and when larger amounts of text are produced.
On the web and other digital channels, and for text produced with MS Office tools like Word and Power Point, we need a cross-platform font. For this purpose, Verdana is the chosen one. On the web, one can use a web version of Clarendon on titles, when it is appropriate.