Our personality comes through not just in the words we use, but also in how those words look and feel.
Use typography to express our brand with clarity, consistency and hierarchy. Our corporate typefaces help establish structure and guide the reader.
Corporate typefaces
Use Gotham for all marketing and external communications.
- Use Gotham Bold for headlines and key messaging
- Use Gotham Book for secondary messaging and body copy
Additional Gotham weights may be used when needed to support hierarchy.
Typefaces are licensed per user and should not be distributed. Visit typography.com/fonts/gotham to obtain a license.
Alternate typefaces
Use approved alternatives when Gotham is not available, or additional language characters are required.
- Use Noto Sans for languages not supported by Gotham
- Use Arial for internal and shared documents (PowerPoint, Word, Excel, email)
- Use Montserrat for web applications
For typography guidance by Market, reference the Gotham Equivalents by Market spreadsheet.
Noto Sans, shown in Chinese and Korean, is an approved Gotham alternative for external communications when special characters are needed.
Montserrat is the approved typeface for web applications
Typographic details
Letter spacing
Use tighter spacing for headlines to create a compact, impactful appearance (example: -20 letterspacing).
Keep body copy neutral and highly legible.
Leading (line spacing)
Use spacing that supports readability and hierarchy.
- Headlines: tighter spacing (example: 100-point type with 95-point leading)
- Subheads: balanced spacing (example: 100-point type with 100-point leading)
- Body copy: more generous spacing (example: 100-point type with 125-point leading)
Adjust spacing based on layout and scale. Ensure text remains clear and comfortable to read.
Using color in typography
Use size, weight, and layout to establish hierarchy. Use color to support it.
- Use color to emphasize key information or create a visual connection
- Ensure sufficient contrast between type and background
- Avoid applying multiple solid colors within text
- Avoid using highlights to draw attention to individual words
Accessibility
Ensure typography is clear and accessible across all applications.
- Ensure sufficient contrast between text and background (minimum 4.5:1 for digital)
- Keep body copy line length between 40–90 characters for readability
- Use spacing and hierarchy to guide readability
- Use all caps sparingly and only for emphasis
Typography should make content easy to read and understand.
Hierarchy
Use typography to organize content and guide the reader.
Establish hierarchy through size, weight, spacing, and placement.
- Headlines should lead
- Subheads should support
- Body copy should remain clear and easy to read
Avoid using too many competing styles within a single layout.
Applications
Apply typography consistently across all experiences.
Adjust scale, spacing, and layout to suit the format while maintaining clarity and consistency.
Common mistakes to avoid
These examples highlight common misapplications. Avoid these approaches to maintain clarity, consistency, and brand recognition.
Avoid using color in ways that reduce legibility.
Avoid using color in ways that reduce legibility.
Avoid using unapproved typefaces or mixing typefaces with Gotham.
Avoid outlines, shadows, or distortion.
Avoid using multiple competing weights or styles within a single composition.
Avoid placing typography too close to the Lenovo logo or visually merging the two.
