07
Typography
Our typography is simple, honest and functional, reflecting the true aesthetics of Nordic design. We use limited weights for consistent and bold visual stand out.
CONSTRUCTION
Care has been taken in crafting both versions of our logo. Each of the letterforms have been individually crafted and based on our primary typeface Neue Haas Grotesk.
Stroke-width, letter spacing and angles have been refined for visual consistency.
pleo—
[ plee-oh ], combining form
From the Greek, meaning “more than expected”
PRIMARY TYPEFACE
Our primary typeface is Neue Haas Grotesk. Designed in 1957 by Swiss typographer Max Miedinger, it was selected for its timelessness, simplicity and functionality.
We use Neue Haas Grotesk in varying weights depending on the context. For headlines and lead paragraphs we use 55 Roman Display. For body copy we use 55 Roman Text and 65 Medium Text for subheadings. Lighter weights such as 45 Light can also be used. We keep things simple using 1–2 weights per application.
When type is below 15pt we always use the Text versions, while for headlines and large bodies of text we use the Display versions.
Horizontal
Angled
Primary Typeface
Our primary typeface is Neue Haas Grotesk. Designed in 1957 by Swiss typographer Max Miedinger, it was selected for its timelessness, simplicity and functionality.
We use Neue Haas Grotesk in varying weights depending on the context. For headlines and lead paragraphs we use 55 Roman Display. For body copy we use 55 Roman Text and 65 Medium Text for subheadings. Lighter weights such as 45 Light can also be used. We keep things simple using 1–2 weights per application.
When type is below 15pt we always use the Text versions, while for headlines and large bodies of text we use the Display versions.
HEADLINES
When Neue Haas Grotesk is used as an expressive headline, care should be taken to vertically align characters to create crafted lockups.
SECONDARY Typeface
Spezia SemiMono is our secondary typeface. It’s a contemporary monospaced typeface designed by Luzi Type.
The typeface adds a digital tech feel, bringing to life the Pleo product experience. It is used sparingly for more detailed elements such as page numbers, graph details and CTAs within the Pleo app and website. Our URL should also be set in Spezia, in uppercase, to stand out from all other messaging.
The type family contains many weights, however we primarily use Regular and Medium.
TYPE HIERARCHY
DYNAMIC TYPE
Typography is an active part of the Pleo identity, often acting as an alternative to photography and illustration. Type can be treated to express an idea, tell a story or amplify the meaning of a word to elicit an emotional response from the viewer.
Type treatments can be both functional and expressive. Functional when we need to clearly communicate information such as advertising and more visually expressive on social platforms. When considering expressive type treatments look to the words for inspiration.
REPETITIVE TYPE
We also use typography as texture through repetition. Title case and/or upper-case characters can be used, however we never combine the two treatments within the same application.
SYSTEM FONTS
Neue Haas Grotesk is our go-to typeface, but in the few cases when it’s not an option, either because of software restrictions or language localization, we have secondary typefaces we use.
The secondary typeface that most closely aligns with Neue Haas Grotesk is Helvetica Neue and Arial. The secondary typeface that aligns with Spezia SemiMono is Courier.