Typography
Using typography in a way that fits Omniva brand character
Brand typeface
For our primary brand typeface, we’re using TT Wellingtons by TypeType foundry. It has a distinct recognizable character that applies to the Omniva brand effortlessly. This typeface was TypeType foundries attempt to combine the style of English humanist sans-serifs of the early 20th century with the requirements for modern geometric grotesques.
Supported Languages: Western Europe, Central/Eastern Europe, Baltic, Turkish, Romanian, Cyrillic
TT Wellingtons is an attempt to combine the style of English humanist sans-serifs of the early 20th century with the requirements for modern geometric grotesques. Our main task was to preserve the feeling of hand-written origin of the letters while simplifying their design and making it as functional as possible.
Alternative system typeface
To ensure consistent use of typography, even in situations where the primary brand typeface is not available, we use a fallback font Arial. As a system typeface, it is available for all platforms.
Arial
Regular
Omniva is an international post and logistics company based in Tallinn, Estonia, with the entire Baltic states as its domestic market.
The name Omniva was adopted in June 2014. Company was previously called Eesti Post, whose history can be traced back to the beginning of postal services in Estonian territory (at that time part of the Swedish Empire) in 1638.
Type style recommendations
To maintain a consistent look across the Omniva brand, we suggest taking into consideration how typography is used. Below you can see the main type style and sizing recommendations that will help you to create a consistent look across all mediums. In special cases where additional type styles are needed, add additional styles only if necessary.
for delivering our message to clients, use text set in lowercase for friendly feel.
Use lowercase for delivering messages for your clients
Large headlines are set in TT Wellingtons Medium weight.
Subheadlines should be proportionally smaller to contrast with headlines.
Accent type style can be used for taglines or captions.
For button text’s use the same text style as a body text in Demi bold weight or different brand color.
Body texts should be used for all longer format descriptions or paragraph style texts to ensure legibility of the content.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Dis tellus porttitor ornare viverra iaculis. Sit gravida maecenas ultrices velit convallis. Suspendisse id sapien adipiscing tellus. Enim, sollicitudin congue risus lectus. Ultrices nisi morbi neque sociis senectus scelerisque adipiscing consequat eleifend. Faucibus lectus lectus nunc, dictum. Dictum pretium mattis aliquet odio viverra cras quis aenean bibendum. Pharetra risus felis varius viverra bibendum placerat mauris egestas feugiat. Cursus suspendisse urna morbi donec et amet.
Body texts should be used for all longer format descriptions or paragraph style texts to ensure legibility of the content.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Dis tellus porttitor ornare viverra iaculis. Sit gravida maecenas ultrices velit convallis. Suspendisse id sapien adipiscing tellus. Enim, sollicitudin congue risus lectus. Ultrices nisi morbi neque sociis senectus scelerisque adipiscing consequat eleifend. Faucibus lectus lectus nunc, dictum. Dictum pretium mattis aliquet odio viverra cras quis aenean bibendum. Pharetra risus felis varius viverra bibendum placerat mauris egestas feugiat. Cursus suspendisse urna morbi donec et amet.
Incorrect typography use
To maintain a consistent look across the Omniva brand, we suggest considering how typography is used. Below you can see examples with deviations from the recommended use of the text that we advise you to avoid.
Avoid
When choosing type size –
avoid sizes that don't offer enough visual contrast.
Avoid
Avoid line height that is too close together, since it makes text less legible.
Line height that is too large, can make the text less legible and takes more effort to read.
Avoid
Although TT Wellington is a beautiful typeface with a distrinct character, it should only be used in Medium weight when it comes to body texts or paragraphs. It has a distinct contrast, that impares legibility in smaller sizes. So, to ensure our content is readable for everyone, make sure that correct typeface weight is used.
Avoid
When it comes to body texts or longer descriptions never set them in uppercase, since it makes text less legible. uppercase should only be used for short statements or key phrases.
Avoid
The same applies for setting all of your content in italics. Italic should only be used as an accent for short statements or phrases. If all of the description is set in italics, this creates problems with legibility for end user.
Avoid
When it comes to setting your description in Demi bold weight - this should be done only as an exception, when no other solution can be found. Use it for short statements of phrases only.
Avoid
When numbers are pulled out for presenting, or showing data - stick to uppercase/traditional numeration style. Example:
99,9%
<30K
Avoid
When longer content is written proportional/oldstyle numeration should be used, to ensure that reading flow is more fluid. Example:
“Omniva is an international post and logistics company based in Tallinn, Estonia, with the entire Baltic states as its domestic market. The name Omniva was adopted in June 2014.”
