Typography
Downloads & Links
Overview
Typography is a primary carrier of the Idealworks brand. Used well, it establishes hierarchy, guides the reader, and brings the same sense of precision and clarity to every communication. These guidelines ensure our type is applied consistently, whether in a presentation, a product interface, or a trade booth.
Booton is our brand typeface. Engineered for the digital age, it's a versatile sans-serif with a high x-height, strong legibility at any size, and a modern precision that aligns naturally with the Idealworks visual identity. Its uni-width feature (where glyph widths remain consistent across all weights) ensures stable, predictable spacing across every application.
We use it in two weights: Medium and Semibold.
Setting the correct weight, letter spacing (tracking) and line height (leading) is important for maintaining consistency across the brand.
Specific type sizes are intentionally omitted as each format, from web to trade booths, will require its own type scale. Use this as a starting point for hierarchy and then adapt the styles to the needs of your format. As a general rule, larger type sizes should have both tighter letter spacing and tighter line height.
- Display 1Medium-6%90%
- Display 2Semibold-2%95%
- Heading 1Medium-4%100%
- Heading 2Semibold-2%110%
- BodyMedium-2%120%
- LabelMedium4%120%
- CaptionMedium-1%130%
Usage
Follow these guidelines to ensure the Idealworks look and feel is maintained consistently across all visual communications.
Use typestyles to create hierarchy and make complex information easy to digest. 
Text should always be left aligned. Indentation can be applied to copy 
Staggered type in headings. Small details in alignment make it feel refined. 
Kinetic type used as a graphic. Avoid this treatment for important headlines.
Misuse
Avoid the following treatments of type.
Avoid centre and right aligned text 
Never stagger lowercase letters
Web-safe Default
For web applications where where Booton is not available or practical, please use Arial.