The Carrot Brand Font – Proxima Nova

Proxima Nova is the only font that should be used in Carrot communications.

If a different font is desired it must be for headers or sub-headers only and three words maximum and needs to be approved by the Design department. An example of this might be for specific promotions like Cyber Monday.

Do not use all caps for any reason (besides the EPIC sub-brand and certain video thumbnails.) The Carrot Brand is friendly and approachable and sentence case, title case, and lower case convey this more effectively than all-caps.

Use Bold weight for headlines, and regular weight for body text and buttons. Do not use light font weight for any digital media.

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Sample Usage

Below is a sample treatment that should be utilized for text documents such as webpage sections or documents with text blocks.

When dealing with creative such as advertisements or social media posts these rules do not need to be followed; refer to the Usage Examples section for example treatments.

Application

The typography can be applied in either gray-900 or white. Grey scales are possible in other contexts for functional reasons, as well as Indigo and Orange scales as rare pops of colors in type. Type sizes, line spacing and the distance between the text hierarchies can be freely selected.

Typography appears (preferably) flush left or flush right and in mixed case.

Carrot typography applications in the wild