Skip to content
GOHUNT Brand

Foundations / 06

Typography

Four typefaces, each with a job. Together they communicate the innovation, strength, and sophistication of the brand.

Three hunters descend a steep ridge toward mountains wrapped in low clouds

Hierarchy you can see from across the room

A clear variance in size between headlines and body copy keeps our communications readable, ownable, and engaging.

Brand statement

Ringside Wide as a primary title

Primary titles and brand communications use Ringside Wide Bold—at most once per communication.

Informational title

Inter Extra Bold as the primary title

Standard titles and informational content use Inter Extra Bold. Limit subheads to one line.

Eyebrows

  • Inter Semi Bold, sentence case, normal letter spacing
  • One shade lighter than its title: content-secondary, or content-on-gunmetal on dark grounds
  • Only when it adds context the title doesn’t—a role, an audience, or a category
  • Never restate the heading, and never use hazel or all caps

For designers & engineers

Semantic tokens

Do

Sentence case, Semi Bold, a lighter shade of the title.

Semantic tokens

Semantic tokens

Don’t

All caps, wide tracking, or hazel—and never an eyebrow that repeats the title.

Primary brand signifier

Ringside Wide

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 &@?!/+(.,:;)

  • At most once per communication, on branded statements only
  • Always sentence case
  • Never for informative content, UI, article or product titles
  • Never for eyebrows, labels, or subheads

Web-safe fallback: Helvetica, then Arial

The workhorse

Inter

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 &@?!/+(.,:;)

  • Extra Bold for informational headlines, product and article titles
  • Medium for small body copy; Regular at larger sizes
  • Keep line length to 12–15 words
  • Avoid italics except in captions and disclaimers
  • Semi Bold for eyebrows: sentence case, normal tracking, one shade lighter than the title

Web-safe fallback: Helvetica, then Arial

The human voice

Libre Caslon Condensed Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 &@?!/+(.,:;)

  • Person-to-person copy: staff recommendations, testimonials
  • Only when coming from the brand—never user-generated content
  • Separate from other type with a background or enclosing shape
  • Never competes with Ringside for attention
  • Replaces DM Serif Display from the 2022 guide

Web-safe fallback: Georgia Italic, then Times New Roman Italic

“Direct person-to-person copy, set apart to reinforce the human side of hunting.”

— Staff recommendation, set in its own container

Key figures only

Origin Super Condensed

A nod to our founding brand system. Oversize only, for statistics and figures that demand attention—never as a stand-in for any number.

15%

of hunters identify as primarily big-game hunters.

$46 BILLION

Supporting text may sit adjacent—all caps, same size.

010203

Do

Use outlined Ringside Wide for chapter, section, and step numbers.

010203

Don’t

Don’t use Origin for ordinals or small numbers. It’s reserved for statistics.

Shown in Origin when installed locally; web font files are pending, so browsers without it fall back to Inter Black.

Sizes that stay readable

Mirrored from gohunt-frontend. Nothing readable goes below 1rem; 0.875rem is the floor for eyebrows and labels.
  1. Oversize heading2.5 → 3.5remThe primal world
  2. Oversize subheading2.125 → 2.75remThe primal world
  3. Oversize chapter1.875 → 2.125remThe primal world
  4. Oversize paragraph1.25 → 1.5remThe primal world
  5. Oversize caption1.125 → 1.25remThe primal world
  6. Paragraph1 → 1.125remThe primal world
  7. Eyebrow / label (floor)0.875 → 1remThe primal world

Type tester

Pick a face, set a size, and type your own copy.