Three faces, each with one job. The fonts have not changed since the system was drawn. What changed in V10 is the scale.
The three faces
| Role | Family | Sample |
|---|---|---|
| Headlines | Bebas Neue | BEBAS NEUE |
| Wordmark and body | SF Mono | SF MONO |
| Labels, prices, receipts | JetBrains Mono | JetBrains Mono |
Two of the three are monospaced, which is the whole character of the system. It reads as a technical register rather than a fashion one, and that tension against the product is deliberate.
The luxe display set
The V10 thesis: in luxury commerce, size signals cheap and space signals expensive. Air does the work, not scale.
- The hero step caps around 100px, not 150 and certainly not 190. Condensed display at 150px on a wide desktop shouts.
- Display carries NEGATIVE tracking and tight leading. That combination is the expensive set. Positive tracking on a big condensed face reads as a banner.
- Labels track around .11em, not the techy .18em the earlier system used.
- The top step appears at most once per page. Two of them means neither is the headline.
Headlines are single colour
No headline is ever two-tone. A black word next to a mint or coral word is a cheap half-and-half split, and it was the single most common way the old system cheapened a page. Accent colour leads on buttons, stat digits and markers. It never appears inside headline type.
Commerce surfaces are quieter
A commerce route collapses the whole display scale down to its floor. The campaign is loud and the shop is nearly silent, and they never share a page. Cards and tiles are exempt, because a product name inside a tile is furniture rather than a headline.
Punctuation is part of the type
| Need | Use |
|---|---|
| The default beat | Full stop. Short sentences are the house style. |
| What follows defines it | Colon |
| A tight appositive | Comma |
| Labels, eyebrows, chips, CTAs | Middot · |
- Em dashes are banned. The fix is a shorter sentence, not a different dash.
- Double colons are retired. They read messy and were swept out.
- No emojis. No exclamation marks.
- Three em dashes survive, all of them structural: an attribution line, an empty-state placeholder in a data row, and a supplier product title we do not own. That last one is normalised to a middot at display time.
Loading
- Subset where possible. Nobody needs the full glyph set of a display face.
- Preload only the critical weight and style, never the whole family.
- Self-host. A public font CDN silently broke every rendered export at one point, and self-hosting fixed it permanently.