Typography
Typography plays a key role in building our brand. Only the fonts outlined here may be used to ensure consistency across all touch points.
Signature Font
Stalemate is proprietary to the Wetpaint visual identity. It is reserved exclusively for the logo and wordmark artwork and must never be used as a general communication font.
Stalemate
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Uses: Logo / Wordmark Only
This is our wordmark font and is not to be used in internal or external communication material except for how it is represented in approved Wetpaint logo and wordmark artwork.
Communication Fonts
Typography plays a central role in how the Wetpaint brand communicates. The approved font system must be used consistently to maintain hierarchy, recognisability and clarity.
Arcon Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Uses: Presentations & Marketing Collateral
Arcon Regular is used for designed Wetpaint communication collateral, including printed and external/third-party material such as business cards, TVCs, brochures and posters. It is also used for headings, sub-headings and body copy in designed presentations, PDF presentations and PDF documents. It must not be used for open-ended Microsoft Office correspondence or email signatures.
TW Cen MT
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Uses: Correspondence & Internal Open-Ended Documents
TW Cen MT is used for headings, sub-headings and body copy in internal open-ended documents such as Word, Excel, editable PowerPoint presentations, emails and email signatures. It must not be used for external marketing collateral such as printed material or TVCs.
Typography hierarchy
The font ratio works in increments of four, with body copy always used as the minimum value. Page dividers follow the same ratio as headings. Example: body 10pt, sub-heading 14pt, heading 18pt, page divider 18pt.
Web Fonts
These fonts support the digital experience where text is live, responsive and required to render clearly across screen sizes.
Website Font: Arimo
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Uses: Online Where Text Is Live
A web-safe font used for headings to ensure text always displays correctly online. It keeps layouts clean, readable and consistent across all screen sizes. This font is approved for online use only and must only be used where text is live.
Website Font: DM Sans
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Uses: Online Where Text Is Live
A web-safe font used predominantly for body copy to ensure text displays correctly and consistently online. This font is approved for online use only and must only be used where text is live.
Web readability
To ensure readability and avoid mobile usability issues, website text must not be used below 15px.