Essence

01

Core identity

02

Logo

Design elements

04

Typography

Expression

Next: Patterns & Frames

Brand Guidelines

2025

Typography

Primary Typeface
Viksjow

The Viksjow Typeface is the main typeface used for all titles and headlines. Viksjow was created to compliment Jow’s warmth and personality. Headlines should be sentence case, capitalizing the first word in a phrase and any proper nouns.

Meet Viksjow,
a custom typeface
for Jow.

Glyphs & Ligatures

Viksjow comes with alternative glyphs to add more personality and fun into short headlines. These are to be used sparingly as an illustrative and playful moment. They should be used primarily as “decorative initials,” i.e. the first capital letter in a headline. Do not use them when the words are too small or in a long title.

Supporting Typeface
Surt

Surt Expanded is the secondary typeface. It helps balance Viksjow while providing the perfect amount of personality.

Surt Expanded Medium should be mainly used for body copy, smaller subheads or anywhere where smaller type is used. Surt Expanded Bold can also used when contrast is needed from the regular weight. Body text should be sentence case, capitalizing the first word in a phrase and any proper nouns.

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
!@#$%^&*()?+

AaBbCcDdEe
Surt medium expanded

AaBbCcDdEe
Surt  medium expanded

Misuses

General misusage

Don’t decrease the kerning

Don’t decrease the leading

Don’t make titles or body all caps

Don’t rotate text

Don’t add effects to text

Don’t adjust opacity or use transparency

Glyph misusage

Don’t use too many glyphs in one header

Don’t use all caps

Don’t mix and match upper and lower case

Don’t make glyphs larger than the rest of the sentence or title

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