TYPOGRAPHY

Primary typeface: Gotham

Gotham is the primary typeface for all communications that use Latin characters (English, German, Spanish, French, Portuguese, etc.) and includes support for Central European characters in languages such as Polish and Turkish. Gotham should be used in all applications for web and print. If Gotham is unavailable to you, please see below for alternate typefaces.

For Gotham font license, contact Brand Marketing.

Gotham Narrow Book is an alternate, more compact typeface to be used in collateral copy when space is an issue. It should never be used for headlines, subheads, display graphics or in any first-impression context.

Primary typeface: Source Han Sans

Source Han Sans supports Simplified Chinese, Traditional Chinese glyphs, Kanji,  Hangul and Hanja. It is available in a variety of weights that beautifully match Gotham. It is a free download from Adobe Type Kit. If Adobe products are unavailable to you, please see below for alternate typefaces.

Alternate typefaces: Noto Sans & Arial

Noto Sans

In cases where Source Han Sans is not available, Noto Sans should be used as an alternate. This may include applications such as emails, Word documents or PowerPoint presentation, which cannot embed fonts.

Arial

In cases where Gotham is not available, Arial should be used as an alternate. This may include applications such as emails, Word documents or PowerPoint presentation, which cannot embed fonts.

Type styles and content hierarchy

Examples below set in Gotham

H3 PRE HEADLINE

H1 THIS IS A HEADLINE

H2 This is a subhead

H4 This is a body copy headline

This is a body copy ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod adipiscing elit, sed do eiusmod.

B1 BULLET STYLE 1 B1 BULLET STYLE 1
Lorem ipsum dolor sit amet, consecte adipiscing. Lorem ipsum dolor sit amet, consecte adipiscing.

B2 BULLET STYLE 2

Lorem ipsum dolor
sit amet, consecte adipiscing.

B2 BULLET STYLE 2

Lorem ipsum dolor
sit amet, consecte adipiscing.

  • This is B3 bullet style 3 lorem ipsum dolor sit amet, consectetur body copy link style adipiscing elit, sed do eiusmod tempor incididunt ut labore et magna aliqua. Ut enim ad minim veniam.
  • Notice the square bullets.

This is CTA
Learn more at Equinix.com

H3 – Pre-Header or alternate content headline

Font: Gotham Black or Medium, all caps is preferred. Title or sentence case set in book or bold styling is also acceptable as needed.

Color: Usually matching headline treatment. Can be set in black, alternate primary brand colors or reversed out.

H1 – Headline

Font: Gotham Black, all caps with tight leading. Exception is for some digital applications where all caps may not work as well.

Color: Usually set in black, but can be set in alternate primary brand colors or reversed out.

H2 – Subhead

Font: Gotham Book, sentence and title case are acceptable.

Color: Usually set in black, but can be set in alternate primary brand colors or reversed out.

Use: Can precede or follow a headline.

H4 – Body Copy Headline

Font: Gotham Bold, all caps, sentence and title case are acceptable.

Color: Usually set in black, but can be set in alternate primary brand colors or reversed out.

CTA (Call to action)

Gotham Bold, usually same specs as document body copy but bold. CTAs should be red whenever possible. If the CTA is a URL link, it does not get underlined.

Body Copy

Font: Gotham Book, sentence case.

Color: Usually set in black, but can be set in alternate primary brand colors or reversed out.

B1 – Bullet Style 1

Font: Header is Gotham Black, all caps and title case are acceptable. Bullet content is Gotham Book and should match body copy.

Color: Usually set in black, but can be set in alternate primary brand colors or reversed out.

Use: Divider lines are optional. Usually set in Equinix Carbon, but reversed out in white is also ok.

B2 – Bullet Style 2

Same as Bullet Style 1 but oriented vertically.

B3 – Bullet Style 3

Font: Gotham Book, usually matches document body copy.

Color: Copy is usually set in black, but can be set in alternate primary brand colors or reversed out. Bullets set in Equinix Chrome (or light gray).

Exception: PowerPoint files do not need to use the square bullets.

Hyperlinks

Same as body copy style but red. For print applications links should not be incorporated into body copy and should be treated like CTAs.

Sample layout

Correct Usage

Headline spacing guide
Line spacing should be 1/2 width of letter “I”

Word and character count targets for a short and direct headline

Headline wrapping example

Short stacked lines help make headlines easier to read

Incorrect Usage

Never skew type in a headline or other type style

Primary headlines should be all caps and set in Gotham Black. All caps Gotham Book is not an approved formatting style.

Never use unapproved fonts

Never use secondary colors for primary headlines or body copy

Never use drop shadows on type

Never apply gradient effects to type