Typography
Please note: We have optimized and renamed the font. Please download the new font files, uninstall all old fonts and install the new ones. Please also download the updated templates.
Typeface
Lexend is our new corporate font family and Lexend HM and Lexend Exa HM are specially modified typefaces for Heidelberg Materials.
Type families
We use two typefaces from the Lexend family: Lexend Exa HM, which has been specially modified for Heidelberg Materials and Lexend HM.
Character for character, our corporate typeface is a tangible, recognisable signature for our authentic storytelling.
The type family was originally developed for better readability.
We use Lexend for toplines, copy, captions, CTA text, page numbers, etc.
Alternative font
We use the system typeface Calibri for our standard communication and touch points, or when facing technical constraints. Because this font is available in most operating systems and online applications, its consistent implementation will guarantee a consistent look across our communication. (e.g. for external office or email documents).
Font substitutions
| Lexend Exa HM Bold | Calibri Bold |
| Lexend Exa HM Xlight | Calibri Light |
| Lexend HM Bold | Calibri Bold |
| Lexend HM Regular | Calibri Light |
Type hierarchy
We clearly structure our communication to get our messages across effectively. Consistent formatting using certain type styles for specific purposes helps convey information more quickly.
| Text element | Typeface | Style | Size recommandation for DIN A4 |
|---|---|---|---|
| 1 Topline | Lexend HM | Regular or Bold | 30% of headline /minimum 9 pt |
| 2 Headline | Lexend Exa HM | Bold | From 20 pt to size open |
| 3 Subline | Lexend Exa HM | Bold | 60% of headline /minimum 12 pt |
| 4 Copy text | Lexend HM | Regular or Bold | 9 pt |
| 5 Cross-heading | Lexend HM | Bold | 9 pt |
| 6 Caption | Lexend HM | Regular | 8 pt |
| 7 Margin copy | Lexend HM | Regular | 8 pt |
Font styles
| Text element | Typeface | Style | Notation | Colour |
|---|---|---|---|---|
| Topline light | Lexend HM | Regular | mixed | |
| Topline bold | Lexend HM | Bold | mixed | |
| Headline | Lexend Exa HM | Bold | mixed | |
| Subline | Lexend Exa HM | Bold | mixed | |
| Cross-heading | Lexend HM | Bold | mixed | |
| Copy text | Lexend HM | Regular | mixed | |
| Copy highlight | Lexend HM | Bold | mixed | |
| Margin copy | Lexend HM | Regular | mixed | |
| Caption | Lexend HM | Regular | mixed | |
| Chapter heading | Lexend HM | Regular | mixed | |
| Pagination light | Lexend HM | Regular | mixed | |
| Pagination bold | Lexend HM | Bold | mixed | |
| Legend | Lexend HM | Regular | mixed | |
| CTA text | Lexend HM | Bold | mixed | |
| Copy passages | Lexend Exa HM | Xlight | mixed | |
| Striking highlights | Lexend Exa HM | Xlight | mixed | |
| Striking numbers | Lexend Exa HM | Xlight | mixed |
Learn more about our new colour world in the Colours section.
Heading basics
Our statements are simple yet strong and confident. As a result, our headlines are short, bold, clear and always without a period at the end of the sentence.
Our sublines provide additional information about our short, concise headline as well as an intro to the copy. Always include a full stop at the end of the sentence.
Typeface
Typeface
Always use Lexend Exa HM Bold for our headlines and sublines.
Do not use Lexend Exa HM Xlight for our headlines and sublines.
Do not use Lexend HM Bold for our headlines and sublines.
Type styles
Type styles
The line height in headlines and sublines is always 115% of the font size.
The character spacing in headlines and sublines is always the default value 0.
Always use metrics kerning when working with layout software.
Alignment
Alignment
Our headlines and sublines are always left-aligned.
Do not centre headlines and sublines.
Do not right-align our headlines and sublines.
Mark up
Mark up
Our headlines and sublines are short and to the point. We refrain from any emphasis and highlighting of words.
Do not use uppercase letters, underlining or different fonts to highlight headlines and sublines.
Do not highlight or change the colour of headlines and sublines.
Colours
Colours
You may use Deep Green for headlines and sublines.
You may use White for headlines and sublines.
You may only use Deep Green or White for headlines and sublines.
Colour combinations
Colour combinations
You may use Deep Green type on a White background.
You may use Deep Green type on a Sandy Grey background.
You may use Deep Green type on a Yellow background
You may use white type on Deep Green backgrounds.
You may use white type on Punchy Red backgrounds.
You may use white type on Warm Orange backgrounds.
You may use white type on Vibrant Purple backgrounds.
On imagery
You may use White type on informing imagery if there is enough contrast.
You may use White type on inspiring imagery if there is enough contrast.
You may use Deep Green type on informing imagery if there is enough contrast.
You may use Deep Green type on inspiring imagery if there is enough contrast.
Do not use White type on informing imagery if there isn't enough contrast.
Do not use White type on inspiring imagery if there isn't enough contrast.
Do not use Deep Green type on informing imagery if there isn't enough contrast.
Do not use Deep Green type on inspiring imagery if there isn't enough contrast.
Text basics
Our new corporate font, Lexend, allows for effective text design and clear legibility.
We use Lexend for copy, cross-headings or short margin copy.
Typeface
Typeface
Use Lexend HM Regular for copy.
Use Lexend HM Bold only for short texts.
Do not use Lexend Exa HM for copy.
Type styles
Type styles
The line spacing in copy text is always 140% of the font size.
The character spacing in copy text is always the default value 0.
Always use metrics kerning when working with layout software.
Alignment
Alignment
Our texts are always left-aligned.
Do not centre headlines and sublines.
Do not right-align our headlines and sublines.
Mark up
Mark up
You may use Lexend HM Bold to highlight copy.
You may highlight or colour mark cross-headings.
Do not use uppercase letters, underlining or other colours to highlight copy.
Colours
Colours
You may use White for copy.
You may use Black for copy.
Do not use any other colour for copy besides White, Black and Dark Grey.
On imagery
On imagery
Do not use copy on a background image.
Do not use copy on a background image.
CTA
Learn more about our flexible design in the Design system section.
Highlighting
We are a dynamic brand that communicates diverse topics. We always adapt our messaging to each target audience.
Highlighting Numbers
Highlighting Numbers
You may use Lexend Exa HM Xlight to highlight striking facts and figures. Always use Mid Green on White or Sandy Grey backgrounds.
You may use Lexend Exa HM Xlight to highlight striking facts and figures. Always use Bright Green on Dark Green backgrounds.
You may only use Mid Green and Bright Green to highlight striking facts and figures.
Highlighting Quotes
Highlighting Quotes
You may use Lexend Exa HM Bold to highlight quotes. Always use Deep Green on White or Sandy Grey backgrounds. You can accentuate text with Mid Green.
You may use Lexend Exa HM Bold to highlight quotes. Always use White on Dark Green backgrounds. You can accentuate text with Bright Green.
You may only use Deep Green and White to highlight quotes, with Mid Green and Bright Green to accentuate text. Don't use any other colours.
Dos and don’ts
Follow the guidelines of the respective text format.
Use the Fixed Shape or Floating Shape(s) for surfaces.
Follow the guidelines of the respective text format.
Do not outline letters.
Do not use rectangles or other forms for surfaces.
Keep lines about the same length to ensure clear legibility.
Typography in use
Downloads
Please note: Due to a change of the small t we updated the Fonts Lexend HM and Lexend Exa HM. For professional users, we have also added table digits to the Lexend HM. To work better in PowerPoint, we had to rename the fonts. Lexend Light is now Lexend HM Regular, but the font is just renamed Regular, it still is the Light. Please use this update (March 2024, Version 1.092) with the new templates available under Brand applications.
Contact
Any questions about our guidelines?
Contact us.
- N Support
- T + 49 211 690787-200
- E support@Brandhub.heidelbergmaterials.com