Typography: Hierarchy
Type standards draw the audience’s attention to the most important information in the most logical order.
Headlines do not have punctuation. Subheads and body copy do.
Leading & Tracking
As a general rule, Roboto leading should be set to 100 –110% of the point size. Roboto tracking should be set at 0. Adjust kerning as needed to ensure the characters maintain rhythm.
Capitalization
Headlines treated as sentences should be in sentence case. All-caps are reserved for block lockup headlines, such as the Ace Rewards program, or event titles.
Samples
