# Typography

> Coolvetica for headlines, Jorude for expressive moments, Poppins for everything you read.

Source: https://design.lifty.ski/typography · Updated 2026-10-27

## At a glance

- Do: keep Coolvetica headlines short — a few words.
- Do: use Poppins for body copy, app navigation, labels and information.
- Do: keep subheads ≤ 33% of the headline's ascender height, and body ≤ 50% of the subhead's cap height.
- Do: set Jorude in capitals, for taglines and stickers.
- Don't: overuse the display typeface or set paragraphs in it.
- Don't: open up the tracking or leading of display headlines — keep them tight.

## Primary typeface: Coolvetica

Coolvetica is Lifty's primary typeface, chosen for its bold, chunky letterforms and playful personality. Rounded curves and soft edges make it friendly and inviting; its strong, confident structure keeps the brand modern, impactful and easy to recognise.

It makes a statement without giving up legibility, bringing energy and character to headlines and display type. It complements the flowing logo and the brand's adventurous spirit: fun and functional, clean and professional.

**Use for:** display, headings.

- Role: Display, headings
- CSS stack: `Coolvetica, Poppins, system-ui, sans-serif`
- Licence: Typodermic free desktop licence: static use only. Webfont and app licences not bought yet.

## Decorative typeface: Jorude

Jorude brings a rugged, adventurous edge. Its bold, irregular letterforms and textured look draw on the raw, untamed outdoors, adding movement, character and individuality.

Used for expressive headlines and playful moments, Jorude contrasts with the softer, rounded Coolvetica. It adds personality and outdoor spirit and keeps the brand energetic, youthful and a little unexpected.

**Use for:** expressive headlines, taglines, stickers.

- Role: Expressive headlines
- CSS stack: `Jorude, Poppins, system-ui, sans-serif`
- Licence: Unknown: delivered without a licence file.

## Body copy: Poppins

Poppins is the supporting typeface, chosen for its clean, rounded letterforms and friendly feel. Its modern, geometric design complements the brand's playful personality while staying very legible — ideal for body copy, app navigation, information and everyday communication.

A wide range of weights gives the flexibility for clear hierarchy in digital and print. Its simplicity balances the bolder display faces and keeps Lifty's communication consistent, accessible and easy to navigate.

**Use for:** body, information, paragraphs, labels.

- Role: Body, info, paragraphs, labels
- CSS stack: `Poppins, system-ui, sans-serif`
- Licence: SIL Open Font License 1.1

## Type size relationship

With all three typefaces in one layout, keep a clear hierarchy: a **subheadline is no larger than 33% of the headline's ascender height**, and **body copy is no larger than 50% of the subheadline's cap height**.

| Level | Typeface | Rule |
|---|---|---|
| Headline | Coolvetica | Short — a few words. Never overused. |
| Subheadline | Poppins Bold (or Jorude for expressive moments) | ≤ 33% of the headline's ascender height |
| Body | Poppins Regular / Light | ≤ 50% of the subheadline's cap height |
| Label / button | Poppins Bold | e.g. a "Go Snow" button: Off White on Mountain Teal |

- `subhead-to-headline` = 0.33: A subheadline is no larger than 33% of the headline's ascender height.
- `body-to-subhead` = 0.5: Body copy is no larger than 50% of the subheadline's cap height.

The display face should never be overused or run to many words. The subheading face does the heavy lifting on subheads, and the body face handles small, medium and large bodies of text.

## Display leading and tracking

Spacing makes or breaks a headline. Leading is the space between lines; tracking is the space between letters. Coolvetica headlines are set **tight**: lines close together and letters at their default spacing, so a two-line headline reads as one shape. Too-open leading splits it into separate lines; extra tracking makes it look loose and unsightly.

Exact values are still to come from the designer — see [open items](https://design.lifty.ski/open-items.md).

## Fonts on screens

Poppins is free (SIL Open Font License) and self-hosted on this site. Coolvetica's licence covers static use only — print, images, merchandise — so until web and app licences are bought, this site shows Coolvetica and Jorude as outlined images, and products use Poppins in their place.