Typography

Guidelines

Primary Typeface

The Henderson BCG Serif font font includes small finishing strokes at the ends of letters, conveying authority, depth, and established knowledge.

Where To Use It

Henderson BCG Serif is used in these specific areas:

As a large-scale, title-case headline in all digital and Out of Home (OOH) marketing environments. A headline is the dominant, largest text on a page or asset. There is typically only one headline per piece
As body copy for quotes. Apply optimal settings for 20+ pt body copy

Usage Guidance

The Serif family includes Regular and Bold weights
Regular is the default and should be used in most cases
Use Bold sparingly to highlight key information or support accessibility
Avoid using bold text alone to organize or structure content

SecondARY Typeface

About Henderson BCG Sans

What It Is Henderson BCG Sans is our secondary typeface. It complements Henderson BCG Serif, providing a clear, modern contrast. Sans is a more simple and minimal typeface, providing clarity, simplicity, and a modern, accessible tone. Where To Use It Henderson BCG Sans is used in these specific areas:

As a secondary title: a label that introduces a section, sits underneath a data point, or as a supporting text element, such as buttons and navigation links
As sentence-case body copy. This is the main running text - paragraphs, explanations, analysis. Designed read continuously
As a graphic numeral: a large, standalone number used as a visual element (e.g. '47%' in an infographic)

Usage Guidance

The Sans family includes Bold, Regular, Light, and Thin weights
Regular is the default and should be used in most cases
Use Bold sparingly to highlight key information or support accessibility Avoid using bold text alone to organize or structure content
Avoid using Thin and Light weights except for specific accessibility use cases. In these cases, consult the Brand & Creative Strategy team for guidance

Henderson BCG Serif - Headlines

ABCDEFGHIJKLMNO PQRSTUVWYXZ

abcdefghiajklmnop qrstuvwyxz

0123456789

Regular

ABCDEFGHIJKLMNO PQRSTUVWYXZ

abcdefghiajklmnop qrstuvwyxz

0123456789

Light

ABCDEFGHIJKLMNO PQRSTUVWYXZ

abcdefghiajklmnop qrstuvwyxz

0123456789

Thin

ABCDEFGHIJKLMNO PQRSTUVWYXZ

abcdefghiajklmnop qrstuvwyxz

0123456789

In Foleon we mainly use Bold and Regular in the header structure listed here:

ALL CAPS may be used intentionally for short headings or emphasis -never for long text blocks - to maintain readability and a clean, modern appearance.

Heading 1

Duis aute irure sunt in culpa qui officia

Heading 2

Consectetur adipiscing elit, sed do eiusmod incididunt ut labore

Heading 3

Quis nostrud exercitation ullamco laboris nisi ut aliquip consequat.

Heading 4

Quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Paragraph

Consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.