Typography
Typography is a secondary character carrier. The image leads. Typography supports.
01
Statement Register: Fugaz One
Loud, italic, massive, self-assured. For headlines, claims, disruptors, hero text. Always uppercase.
RAISE YOUR GAME
PLAY FASTER.
02
Function Register: Fira Sans
Clear, neutral, readable, technical. For body text, navigation, UI, descriptions.
Regular – Der Sport, der aus den Städten kommt.
Medium – Dynamik, Nähe und Spielintelligenz.
Bold – Performance prägt den Look.
03
Hierarchy System
PLAY FASTER.
CATEGORY TITLE
Subsection
Description text for content and explanations.
Meta information and footnotes
04
Live Preview
RAISE YOUR GAME
RAISE YOUR GAME
Raise Your Game
Raise Your Game
Raise Your Game
05
Headline Rules
Fugaz One in uppercase needs clear length constraints, especially across multiple languages. Character count is the leading metric, not word count.
German is the longest language in the system (+30–35% vs. English). Always test in German, if it fits in German, it fits everywhere.
Hero Headline
Secondary Headline
Thumbnail / Card
Don't
- Uppercase is 10–20% less readable than mixed case. Therefore: keep character limits tight, never exceed them.
06
CTA Typography
CTAs differ depending on whether they appear as standalone text or as a button.
Text CTA (no button)
Fugaz One, uppercase
Statement element: direct, loud, standalone. For overlays, disruptors, end cards.
JETZT ENTDECKEN
Button CTA (with background)
Fira Sans Bold, mixed case
Functional click trigger: readable, clear, on Brand Blue (#0071EA) with white text.
Jetzt entdecken07
Typographic No-Gos
- Fugaz One in lowercase
- More than two font sizes per viewport area
- Text blocks over 70 characters wide
- Centered body text (only headlines allowed)
- Underlined links
08
Channel-Dependent Logic
Brand channels: Campaigns, social media, retail – typography may show character.
Commerce channels: Functionality before character. Readability, conversion, clarity.
09
Install Fonts
Both CI fonts are free Google Fonts. Click the respective link, select 'Download family' and unzip the file on your machine.