Barlow is PreAnalytiX's house font. It was developed by Jeremy Tribby, a designer from San Francisco, USA. This font family is characterised by its slightly rounded forms, low contrast, and grotesque style. Barlow is used consistently for both large amounts of text and small formats, whether for bold statements or technical information, in all communication media.
Exception: PowerPoint, for which Arial is used exclusively.
Corporate font: Download Barlow
We usually use Barlow, but Barlow Condensed can also be used for large amounts of text. It can be used for product tables, for example.
Download Barlow Condensed
Text must be visually structured to guide the reader through the content. It is helpful to have a fixed typographic hierarchy consisting of text modules such as headline (H1), subheadline (H2), headline copy (H3), copy, headline caption (H4) and caption copy. These text modules differ in size and font style.
Separate paragraphs with a blank line.
Barlow Italic or Barlow Condensed Italic should be used for precise scientific terms and specific designations.
Emphasised text can be set in Barlow Semibold or Barlow Condensed Semibold. The font colour is 80% black by default, but can also be blue, teal or red depending on the subject area.
These examples clearly show how the fonts are used. Barlow Regular is always used for headings on title pages. The same applies to the body text. Subheadings and labels in graphics and tables can be written in Barlow Semibold.
It is often used when there is limited space for large amounts of text, in which case Barlow Condensed Regular and Semibold can be used. This is particularly helpful for tables or graphics. In the example image, Condensed was used for the order information on the left, the graphic caption in the middle, and the entire postcard on the far right.
PAX Grey is used for text in all analogue and digital media.
For better legibility on dark backgrounds or images, PAX White can be used instead.
If it is not possible to print in colour, or if there are problems with legibility, you can set the typography to 100% black.
Primary and secondary colours may only be used for identification purposes within their respective subject areas. See the example.
All text elements are left-aligned by default.
This rule can be deviated from for graphics, workflows, magazine articles and social media posts. However, this must be agreed upon first.
