Typography
Once’s typographic approach establishes a flexible system rooted in our brand typeface, Once Sans. While it brings rigor and consistency, our usage of it can defy conventions and push typography into new and experimental forms.
Our typeface
Our typeface is Once Sans, a customized version of Instrument Sans by Rodrigo Fuenzalida. As a modern sans serif, it is crafted and designed for a wide range of applications, from user interfaces to marketing & signage.
Everyday usage
Regular and Medium are our default for body font weight and semi-bold and bold are what we use for headings. Establishing this typographic hierarchy helps to alleviate any confusion on which weights and widths are our principal styles. Ideal for moments where clear communication and brand recognition take priority over typographic expression and experimentation. Typesetting here should be rigorous and detail-oriented.
| Font size | Usage | Font weight | Line height | Letter spacing |
|---|---|---|---|---|
| 12–16 px | Captions, labels and supporting text | Regular / Medium | 120–125% | 0% |
| 16–24 px | Body text | Regular / Medium | 120–125% | 0% |
| 24–32 px | Introductory text and large body copy | Regular / Medium | 120–125% | 0% to −2.5% |
| 32–48 px | Subheadings | Semibold / Bold | 100% | −1% to −2.5% |
| 48–72 px | Headings | Semibold / Bold | 100% | −2.5% |
| 72 px+ | Large campaign headlines | Bold | 100% | −2.5% |
Incorrect usage
Our typographic system allows for a wide range of flexibility and creative liberty, but some rules should be followed to ensure consistency and considered typesetting. Avoid the following.
Bias toward using fontweight for things like labels — do not capitalize all letters at any point.
The best version of Once is the one you forget you are wearing.
Longer blocks of text should prioritize clarity and not distract from its purpose of delivering information to the reader.
Expressive treatments of Once Sans should augment the typeface without changing its inherent properties. Creating entirely new versions of Once Sans dilutes the recognizability of the typeface.