04.
typography
Typography is a vastly important aspect of a brand. In fact, it gives shape and mood to words! Much of the approachable, bubbly spirit that the Lee Jameson brand encompasses is led by the typographic system.
Type speaks as loud as words.
brand typefaces
Nowie Vremena— the workhorse.
Use in Light, Regular & Bold dependent on hierarchy.
This is the typeface you should reach for first, particularly for important and/or dense information. Nowie is used very “conventionally,” which means we don’t mess around too much with the tracking (space between the characters) or leading (line-height). This keeps it feeling utilitarian and straight-forward.
01. subheading style! You'll read this information 2nd.
01. Bold. 18px, 14px tracking. Usually used one line at a time as a note or small lead-in.
02. Header 1. You'll read this information first, because it's the most prominent.
02. Bold. 42px, 0px tracking, 52px leading. Used for information of greatest importance, or as a large headline.
03. Header 2. Supporting info. Nice and legible.
04. Paragraph type for a nice paragraph of nice information.
I am a Los Angeles-based creative portrait + fashion photographer and founder of Prismatic Studios LA.
My work is rooted in empowering femme creatives and brand owners, providing a service that supports them along their path to greatness. I bring my client’s ideal self to life through our work together, using my lens to cast their own gaze.
03. Regular or light. 36px, 0px tracking, 48px leading. Used for supporting information, such as the second paragraph after Header 1, or as a pull quote.
04. Light. 18px, 0px tracking, 30px leading. Used for dense explanatory information.
brand typefaces
LEE DISPLAY
Lee Display is the cherry-on-top custom display typeface made just for you! Lee Display should be used in small doses, particularly as a decorative element. The characters are beautiful on their own, and can be used in iconography and more. The typeface consists of 26 uppercase letters, and does not include lowercase letters, numbers or punctuation.
Most importantly, Lee Display should be used BIG and one line at a time.
One note— since Lee Display is a "beta" typeface sometimes the kerning pairs (spaces between specific characters) aren't quite right, and you may have to manually adjust.
Lee Display was designed in collaboration with typographer extraordinaire, Hunter Simpson!
HELLO
great to see you
This here's an example of good type hierarchy, and using the type system consistently.
We started out hitting it hard with a large decorative element (Lee Display), then reinforced with a subheading (Nowie Bold), then led your eyes to the most important information with Header 1 (Nowie Bold) and finally, brought you down here to read the nitty gritty via our Paragraph (Nowie Light). Makes sense, right?
Uh oh!
HERE'S AN EXAMPLE OF POOR TYPE HIERARCHY!
IT IS HARD TO KNOW WHERE YOUR EYE SHOULD GO FIRST, AND THE INFORMATION DOES NOT FEEL LIKE IT BELONGS WITH THE CHOSEN TYPEFACE
We started out hitting it hard with a large decorative element (Lee Display), then reinforced with a subheading (Nowie Bold), then led your eyes to the most important information with Header 1 (Nowie Bold) and finally, brought you down here to read the nitty gritty via our Paragraph (Nowie Light). Makes sense, right?
