Type in Marketing

Sans for everything except quotes #

In brand and marketing communications, use Season VF Sans for headlines, display statements, stat numerals, eyebrows, body copy, buttons, labels, and UI shown in marketing assets. Season VF Mix is for one thing only: pull quotes and customer quotes. Product UI uses system fonts; see Type in Product.

• Never set a headline, hero title, or display statement in Mix.
• Never set stat numerals in Mix.
• Never fill text with a gradient. Headlines, eyebrows, body, and stats are always a solid brand color.

Type ramp #

Every font size comes from this ramp: 8, 10, 12, 16, 20, 24, 32, 48, 64, 96 px. Don't use sizes in between. Sizes are listed mobile → desktop.

Role	Size (px)	Weight	Line height	Letter spacing
Display	64 → 96	600	1.0	−0.01em
Hero headline	32 → 48	600	1.0	−0.01em
Section headline	24 → 32	600	1.2	−0.005em
Card title	20 / 24	600	1.2	0
Lead body	16 → 20	500	1.5	0
Body	16	500	1.5	0
Eyebrow / subhead	12 (hero, card) / 16 (section)	700	1.2	0.05em, uppercase
Stat numeral	32 → 48 → 64	600	1.0	−0.01em
Pull quote (Mix)	24 → 32 → 48	450	1.35 → 1.2 → 1.0	−0.01em
Button	16 / 12	600	—	0
UI mockup micro text	8 / 10 / 12	—	—	—

Weights #

Weight	Use
500 Medium	Body copy, navigation, card body
600 SemiBold	Headlines at every size, stat numerals, button labels
700 Bold	Eyebrows and subheads: always uppercase with 0.05em letter spacing
450 (Mix)	Pull quotes only. Dialtone's bundled static Season Mix faces are 400, 600, and 700, so use 400 when you use those fonts.

Hierarchy in practice #

Stat numerals #

Set stats in Season VF Sans at weight 600, in solid Purple #7C52FF, at 32 → 48 → 64px. Don't use gradient-filled numerals or Mix.

Pull quotes #

Pull quotes and customer quotes are the only place Season VF Mix appears. Set them at weight 450 in the Season VF variable font, or 400 with Dialtone's bundled Season Mix faces, at 24 → 32 → 48px. Use curly quotes and a hanging open-quote (text-indent: -0.45em). On a light page, a customer quote can sit in a contained Deep Blue card, set in Light Tan.

Text color #

• Headlines and body copy are Deep Blue #10022C.
• Purple #7C52FF is for eyebrows, subheads, and stat numerals only. Never set headlines, body copy, or long-form text in purple. Purple meets 4.5:1 only on White, so set small eyebrows on Light Tan or Tan in Deep Blue.
• Large secondary text can use Ultra Dark Tan #81807F. It's below 4.5:1 for small text, so keep small secondary text in Deep Blue.
• Light Tan #F8F7F6 text appears only inside a contained Deep Blue element, such as a quote card.

See Color in Marketing for contrast ratios, surfaces, and containers.

Presentations and Google Workspace #

Season VF can't be installed in Google Slides, Google Docs, PowerPoint, or Keynote, so use DM Sans throughout:

• Headlines and slide titles: SemiBold 600.
• Body and captions: Regular 400.
• Eyebrows and subheads: Bold 700, uppercase, 0.05em letter spacing.
• Button labels: SemiBold 600.
• Quotes: DM Sans Regular with curly quotes.