Typography

Cooper Lt BT was chosen as the brand typeface for Craft because of its playful character. Open Sans is used for body copy because of it’s good legibility.

For the primary font Cooper Lt BT, we only use the Light weight. For the secondary font Open Sans, both Regular and Bold is used.

Cooper Lt BT is used for titles, quotes and stand-firsts, and should be the text that’s the largest size on any collateral.

For subheadings, body copy and lengthy text, Open Sans should be used. With the subheadings being capitalised and bold.

The word tiles play a crucial role in our identity. With it, we establish our brands expression and personality. The tile colours can either follow a sequence or be used in an irregular order, either is permitted. Words tiles can be titled to add specific focus or points of interest.

Tiles can be animated to interject personality and add dynamism.

The text over the tiles is only ever used in the Craft Dark Grey.

Emojis can be used to help sIgnpost links in Social Media captions. They should never be used as a substitute for words, only to accompany. They shouldn’t be overused and should be relevant to the message. They’re used to interject personality into copy.