Typography

Typography provides a strong, unifying element to help convey a consistent brand voice across various marketing communications.

To achieve a distinctive, consistent graphic image, the Museo Sans typeface has been selected to be used on all communication materials.

Common uses include, but are not limited to: posters, mailers, show promotions, show programs, web content, ads, and general APO communications.
Continue to Primary Typeface
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Primary Typeface

The primary type weights for the APO program are Museo Sans 900 and Museo Sans 300. Limit use of Museo Sans 500 when needed for additional legibility on print pieces. The type family can be purchased here.

Additionally, the typeface is available in the Adobe font kit for anyone using the Adobe Creative Cloud Suite.
In cases where Museo Sans is unavailable, use Arial in its equivalent weight. For Mailchimp applications use Open Sans as the alternative in its equivalent weight.

Typography Rules

When preparing any document, please obey the following typographic principles:
Organization name
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When typesetting the organization name in body text, the “A”, “P”, and “O” are capital letters with the remaining letters lower case: American Pops Orchestra
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Apo
apo

AMERICAN POPS ORCHESTRA
Emphasizing text
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Do not underline or CAPITALIZE text.

Instead, use italics or boldface type for emphasis. Keep in mind that italicized and boldface copy is significantly more impactful when used sparingly.
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DO NOT UNDERLINE OR CAPITALIZE TEXT.
Alignment
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Set all type flush left, ragged right. Do not right align or justify any text.
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Set all type flush left, ragged right. Do not right justify any text.
Colored copy
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For most applications, all type is reproduced in black, APO gray, or green.

Please avoid multi-colored text applications.
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Please avoid multi-colored text applications.
Typesetting
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Set all type in upper and lower case. Avoid the use of all upper case letters. A typeface loses readability when used in all capitals.
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SET ALL TYPE IN UPPER AND LOWER CASE. AVOID THE USE OF ALL UPPER CASE LETTERS. A TYPEFACE LOSES READABILITY WHEN USED IN ALL CAPITALS.
Paragraph setting
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Always leave one full line space between paragraphs.

A full line space in-between paragraphs allows for greater legibility.
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Always leave one full line space between paragraphs.
A full line space in-between paragraphs allows for greater legibility.
Hanging puncuation
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“Hanging bullets and quotation marks create an even, flush left text line that enhances legibility."

Try to “hang” your bullets and quotation marks as shown above.
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“Hanging bullets and quotations creates an even, flush left text line that enhances legibility.”
Date and time
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All dates and times should follow the format shown below.

00 January 2020 | 12 PM
00-00 January 2020 | 12 PM

(Day Month Year | Time AM/PM)
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January 00, 2020, 12 PM
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