Heads Up For Tails Typography System - A case study.

Setting Typography systems at Heads Up For Tails

1. typography
3.0

2. typography
3.0
Welcome
to HUFT’s
HUFT Typography 3.0, 23-2-23

3. Why we are bringing in
typography ...
3.0
At present Heads Up For Tails primarly uses
4 fonts across all communication:
• Nunito
print collaterals, web banners, social media, events, ads
• Cera Pro print collaterals, social media, ads, events
• Roboto website, app
• Korolev Rounded packaging
Here’s a comparison of these
fonts and how they are serving
the HUFT design system.
HUFT Typography 3.0, 23-2-23
Nunito
for HUFT
As a rounded font, Nunito lends
a softness to the brand, which
reflects the personality well.
Free for commercial use on
Google Fonts.
Works well as display type, but fully
rounded terminals affect continuity
& readibility in high volumes of text.
Cera Pro
for HUFT
Cera Pro is a clean, bold &
geometric font which conveys
information clearly.
However, it has a limited number
of weights in the typeface which
limits font pairing & typographic
expression.
Not available on Google Fonts,
Adobe Fonts or Fontshare, hence
handover of fonts is difficult and
commercial licencing is ambiguous.
Roboto
for HUFT
As the default Android font,
Roboto is a highly functional
web font that is also defined in
Google’s material design system.
It has a wide family including
Roboto Slab, Serif, Condensed,
and Mono. Licences are free
on Google & Adobe.
Most people identify Roboto as
the default web & app font
which doesn’t lend anything
unique to the brand personality.
Is a bit narrow and sharp edged
to convey HUFT values,
Korolev
for HUFT
Korolev is a clean, narrow font with a
variation in rounded terminals which
complements the brand’s personality.

As a compact font, it is perfect for
titles & high volumes of text in limited
spaces on packaging & labels.
It has a wide family that includes
Korolev Rounded, Compressed &
Condensed.
Available on Adobe Fonts, which
limits use on Web & App but can
be used on Packaging after
outlining text.

4. Typography
can help us with
3.0
HUFT Typography 3.0, 23-2-23
CONSISTENCY
With fewer but more versatile fonts,
we can continue to build HUFT content
& brand identity across media with more
control and clarity. Our consistency will
reward us with credibility and recall.
INTEGRATION
To keep up with industry standards for
print, web and UI design, we’ve chosen
fonts that work across platforms and
tech frameworks, with legally purchased
licences for designers and developers.
USABILITY
We’ve narrowed our search down to fonts
that complement HUFT’s personality and
our playful display fonts, while conveying
information clearly for various scales,
surfaces & media.

5. INTRODUCING
Rubik
HUFT Typography 3.0, 23-2-23
Sans Serif with partially
rounded terminals
Compatible with
Korolev
and Roboto
Free for commercial use
on Google Fonts.
DOWNLOAD HERE
Available in
7 weights + italics
Web Primary Font

6. HUFT Typography 3.0, 23-2-23
Rubik - Weights in use
Learn with HUFT
We’re here to be your ultimate pet parenting partner
by gathering years of knowledge in one place.
Being a pet parent is one of the most challenging yet rewarding experiences.
And as responsible pet parents, we all want our furry families to live their best
lives with us. But how does one start on this unknown journey and what route
does one follow? There are millions of questions that come to our mind and we
often struggle to find the answers.
#LearnWithHUFT is here to be your ultimate pet parenting partner. From the
basics 'how-tos' to building experiences to make our pet’s lives richer, we have
gathered years of expertise and knowledge together.
Rubik, Bold
Rubik, Semibold
Rubik, Regular
Rubik, Light
Rubik Character Set
We are Heads Up For Tails
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
?!@#$%^&*()<>,.:”;’{}[]_+-=/|\



LEADING WITH LOVE
We’re here to be your ultimate pet
parenting partner by gathering years
of knowledge in one place.

Rubik pairing with serif

7. HUFT Typography 3.0, 23-2-23
Rubik on Web

8. HUFT Typography 3.0, 23-2-23
Rubik on Video

9. HUFT Typography 3.0, 23-2-23
Rubik on App

10. HUFT Typography 3.0, 23-2-23
Print Primary Font
Korolev
Sans Serif with both rounded &
plain terminal variations
Compatible with Rubik and display fonts
Available for commercial use,
with Adobe CC Subscription,
on Adobe Fonts.
FIND IT HERE
Available in
5 weights + italics
SAY IT WITH

11. HUFT Typography 3.0, 23-2-23
Korolev - Weights in use
Learn with HUFT
We’re here to be your ultimate pet parenting partner
by gathering years of knowledge in one place.
Being a pet parent is one of the most challenging yet rewarding experiences. 
And as responsible pet parents, we all want our furry families to live their best 
lives with us. But how does one start on this unknown journey and what route 
does one follow? There are millions of questions that come to our mind and we 
often struggle to find the answers.
#LearnWithHUFT is here to be your ultimate pet parenting partner. From the 
basics 'how-tos' to building experiences to make our pet’s lives richer, we have 
gathered years of expertise and knowledge together.
Korolev, Bold
Korolev Medium, Bold
Korolev Rounded, Medium
Korolev Rounded, Light
Korolev Rounded Character Set
We are Heads Up For Tails
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
?!@#$%^&*()<>,.:”;’{}[]_+-=/|\



LEADING WITH LOVE
We’re here to be your ultimate pet 
parenting partner by gathering years of 
knowledge in one place.

Korolev Rounded pairing with serif

12. HUFT Typography 3.0, 23-2-23
Korolev on Packaging

13. HUFT Typography 3.0, 23-2-23
Korolev paired with Display Type

14. HUFT Typography 3.0, 23-2-23
Extending the Font Library
While Rubik and Korolev ensure functionality,
the HUFT font library also extends to several display typefaces
that help us build distinct identities for our pet products.
While we do not wish to restrict our typography in any way,
any fonts that we choose should:
• Always be readible at various scales
• Always be accompanied by licences
• Be compatible with Rubik / Korolev
• Not compromise the legibility of HUFT Logo
• Work in contrast with our designs