Typography

Two typefaces, one job each

Lexend Deca sets headlines. Figtree sets everything you read. Lexend was designed to improve reading proficiency, which is a reasonable thing for a textbook publisher to put at the top of a page.

Lexend Deca

Display
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 $24.95 &?!
400 Regular — rarely used
500 Medium — sub-headings
600 Semibold — the default for headings
700 Bold — sparingly, for impact

Headings, section titles, eyebrow labels, big numbers and prices. Tighten tracking to −0.02em at 28px and above.

400500600700woff2

Figtree

Body & UI
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 $24.95 &?!
400 Regular — body copy
500 Medium — labels, nav, emphasis
600 Semibold — buttons, table headers
700 Bold — the payoff phrase in a sentence

Paragraphs, captions, buttons, forms, tables, navigation. Base size 15px with line-height 1.5–1.65.

400500600700woff2

Both families are free and open source, available in Google Docs, Google Slides and Canva by name. If a tool has neither, fall back to the system sans — not to Arial or Times.

The scale

Pick from this list rather than typing a number. Sizes below are for screen; in a slide deck multiply by roughly 2.5 and never go under 24px.

Display
52 / 1.06 / −0.025em
Lexend 600
Affordable by design
H1
40 / 1.1 / −0.02em
Lexend 600
Your course, your way
H2
28 / 1.15 / −0.02em
Lexend 600
Everything you need to teach
H3
20 / 1.25
Lexend 600
Instructor supplements, included
Lede
18 / 1.6
Figtree 400
The opening paragraph under a headline. One or two sentences, muted, never longer than about 60 characters a line.
Body
15 / 1.55
Figtree 400
The default. Every FlatWorld textbook ships complete with instructor supplements, an included homework system and a customization platform at no extra cost.
Small
13.5 / 1.5
Figtree 400
Captions, helper text and fine print. This is the floor — nothing smaller than 12px anywhere, ever.
Eyebrow
11.5 / +0.09em
Lexend 600, caps
Why FlatWorld?
Numerals
tabular-nums
prices, stats
$24.9588%2,000+

Acceptable use vs. not acceptable

Four habits worth breaking.

Pairing

Lexend for the heading, Figtree for the paragraph. Never the reverse, never both in one role.

Priced for students

eReader access from $24.95, supplements included.

Lexend head, Figtree body
Priced for students

eReader access from $24.95, supplements included.

Off-brand serif, Lexend as body

Line length

Cap paragraphs at about 70 characters. Long measures are the fastest way to make copy unreadable.

When it comes to finding the perfect textbook, you shouldn't have to choose between high quality and fair pricing.

Comfortable measure

When it comes to finding the perfect textbook, you shouldn't have to choose between high quality and fair pricing. We keep our prices low and our standards high, and every title ships complete with instructor supplements, an included homework system and a customization platform at no extra cost whatsoever.

Too small, too wide, too much

Casing

Title Case for big marketing statements. Sentence case for supporting copy and product UI. ALL CAPS only for eyebrows and buttons.

Why FlatWorld?
Textbooks Made for Professors
Priced for students, every semester.
Three levels, three cases
TEXTBOOKS MADE FOR PROFESSORS
PRICED FOR STUDENTS, EVERY SEMESTER.
Caps used as a headline style

Emphasis

Bold the payoff phrase. Do not stack bold, italic, underline, colour and caps on the same words.

Every title includes instructor supplements and a homework system at no extra cost.

One emphasis, one phrase

Every title includes instructor supplements and a homework system at no extra cost!!

Everything emphasised, nothing emphasised