TYPOGRAPHY & FONTS
OUR FONTS
Non-digital platforms
Urbanist is our primary design font, to be used across all Colt communication and marketing materials.
Websites & applications
Urbanist is our webfont, an open source, free to use font. This should be used on all external-facing websites.
For Japanese font alternatives, please use Meiryo UI.
System Fonts (Microsoft & Adobe)
When a system font is required – for example in email, or Powerpoint and Word documents sent to clients and partners – then Arial should be used.
Please note that the use of Arial is only licenced to Colt when using Microsoft Office or Adobe Acrobat platforms. For all else, please refer to the above "Websites & applications" section.
TYPOGRAPHY IN USE AND HIERARCHY
Our primary font, Urbanist, is recommended in two weights: Regular and black. To create a consistent experience for the reader use:
Regular — for body copy
Black — for main headings
When using our fonts, ensure there is a clear hierarchy to help the reader navigate communications.
Do not add any effects to the text, such as glow or drop shadow.
TEXT STYLE & CAPS
Using full caps in can be a powerful design and communication tool for Colt advertising material, but should be used intentionally and sparingly to maintain clarity and impact.
When full caps is appropriate:
Advertising copy headlines to make a message bold and unmissable
Callouts or highlights for short, impactful phrases that need to stand out visually
When to avoid full caps
Body text or long paragraphs: Full caps reduce readability and can feel aggressive or overwhelming
Tone-sensitive content: When writing sensitive messages, full caps are inappropriate
Overuse: Using full caps too frequently can dilute their impact and make the document feel cluttered
TYPOGRAPHY COLOUR
When using standard body/paragraph text, please use black for legibility. While you are free to use the Colt Teal for headings or other areas where text is larger/heavier, please consider accessibility & readability. A much easier alternative for Web, as used in this guide, is Colt Charcoal.
It’s important not to use bright colours on top of other bright colours in light or regular font weights, as these will be too hard to read. Large text such as headings or bold typography may be easier to read.
Do not use white text on any colour background when the font is 11pt or below or a regular or light weight
Ensure the colour contrast is WCAG 2.1 compliant.
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