Primary Typeface Family

Effra is a modern, approachable, and friendly typeface that performs well digitally. It’s a sans serif type family with three available weights. Use it to bring clarity and modernity to headlines, subheads, and body copy.

Using the appropriate weight and scale will help create dynamic layouts with strong visual hierarchy. Use the optical setting for all typography to enhance legibility.

System Typeface

Use the system typeface Arial when Effra is not available (in word processing, email, PowerPoint presentations or factsheets).

Using Typography

Make sure all the headlines are short enough to fit on one line. Headlines and subheads are always centered on our brand communications.