Web
Typographic System
HBS.edu typography is proportioned to ensure information hierarchy remains clear and easy for the user to understand. Only one type family --"Trade Gothic"-- is indicated for web use.
(Note: all type sizes refer to desktop and all column measurements refer to the 1180-px grid.)
Desktop Sizes & Styles
Values below are shown as font size (line-height). If a larger size is needed, multiply the closest value by 1.38 and round to the nearest whole number.* For example, 61 x 1.38 = 84, 84 x 1.38 = 116, and so on.
* This ratio is no substitute for a good typographic eye, and additional values beyond 61 may need to be adjusted away from 1.38 to achieve the optimal, optical effect.
Inline Links (on white)
Standard Body Text Styles
• Desktop PSD Template: Standard Page (1180-Pixel Grid & All text styles shown below) (5.2 MB)
Module: Standard Text
17 pt. TradeGothic Regular spanning 8 columns.
Module: Standard Section Divider Head
This element should be used sparingly.
61 pt. TradeGothic Bold Condensed No20 spanning 11 columns when there is no side rails. Spans 10 columns when there is left navigation. Spans 9 columns when there is a right rail.
Module: Hero Statement
TradeGothic Bold 32 Pt. spanning 10 columns
Module 26: Body Pull Quote
23 pt. TradeGothic Light spanning 11 columns (spans 10 columns when there is left navigation; 8 columns on a standard article/profile page). On desktop, vertical space above and below pull quote is 56 px.
Module 14a: Text Feature
23 pt. TradeGothic Light spanning 9 columns unless accompanied by a 3-column (272 x 176) photo on a page with left navigation where the text spans 7 columns. Subsequent (standard) text is 17 pt. TradeGothic Regular and spans 8 columns.
Module 14b: Text Feature with Introduction
Introduction is 32 pt. TradeGothic Light and spans 10 columns. Subsequent (feature) text is 23 pt. TradeGothic Light and spans 9 columns. (Standard text (17 pt. TradeGothic Regular) may also follow the introduction text.)
Module 25a: Small Publications List
Use this size when embedded among other text modules on the page.
Module 25b: Large Publications List
Introduction spans 9 columns and list items span 8 columns unless accompanied by a 3-column (272 x 176) photo on a page with left navigation where the text spans 7 columns.
