TYPOGRAPHY TYPOGRAPHY
Trade Gothic No. 18 Condensed is suitable for subhead and body text when used under Trade Gothic No. 20 Condensed. For instance, using Trade Gothic No. 18 Condensed under Trade Gothic No. 20 Condensed for headline treatments creates a hierarchy that allows the reader to clearly distinguish information on the page and helps the eye maneuver across text-heavy areas. Never use 18 and 20 as the same size font to show hierarchy. Always show 20 as the dominate character. Trade Gothic Condensed No. 18 is ideal for sub-headlines
SUB-HEADLINE EXAMPLES HEADLINE SUBHEAD
HEADLINE SUBHEAD
FIRM HISTORY Walsh has practiced general building construction since its foundation in 1898 by Matthew Myles Walsh; the firm has been a family held business since that time. Walsh Construction was incorporated in the State of Illinois. IN-HOUSE CAPABILITIES The Walsh Group is capable of performing all site survey, engineering and layout, demolition, site utility, yard piping, process equipment piping and installation, excavation, concrete work and carpentry work with its own forces. HIERARCHY EXAMPLES Be sure to make division visible by using caps, color and size.
WHEN TO USE IT
9 Business Cards 9 Letterhead 9 Envelopes 9 Brochures 9 Write-ups 9 Body Copy
9 Handouts 9 Tradeshow Banners 9 Email Signatures 9 Proposals 9 Advertisements 9 Web Graphics
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