Typography

Fonts, type scale, and text styling guidelines

Brand Typefaces

Headings: Fraunces

Fraunces gives the brand a warm, intelligent, founder-led character.

font-family: 'Fraunces', serif;
  • Use for prominent editorial and marketing headings.
  • Follow the current public-site implementation for weights and optical settings.

Body: DM Sans

DM Sans keeps body copy and interface text clear and approachable.

font-family: 'DM Sans', sans-serif;
  • Use for body text, labels, controls, and supporting copy.
  • Follow the current public-site implementation for weights.

System Fallbacks

--font-heading: 'Fraunces', Georgia, serif;
--font-body: 'DM Sans', -apple-system, BlinkMacSystemFont, 'Segoe UI', sans-serif;

Source of Truth

Use the current scienceofpeople-com design tokens for the exact scale, weights, spacing, and breakpoints. The fixed Montserrat/Open Sans scale previously listed here was stale.

GBrain reference: scienceofpeople-com-brand-and-market-positioning-2026-04-23.

Usage Guidelines

Headlines

  • Keep H1s to 1-2 lines max
  • Use title case for main headlines
  • Sentence case for subheadings

Body Copy

  • Maximum line length: 65-75 characters
  • Use short paragraphs (2-4 sentences)
  • Break up text with headers, lists, bold

Emphasis

  • Bold for key terms and emphasis
  • Italic for book titles, quotes
  • Code for technical terms, commands

Internal Tools

Internal tools can use a system-oriented sans-serif stack when dense information is more important than public-brand presentation:

font-family: 'Inter', system-ui, -apple-system, sans-serif;

Inter provides better readability for dense information and UI elements.