Visual identity
Typography
Font
Figtree by Google Fonts is the only typeface for the Buffini brand. Its clean geometric structure, paired with approachable, human forms, makes it a highly legible and reliable workhorse to carry our brand message.
Primary Typeface
Figtree
Font Family
Black
Black italic
ExtraBold
ExtraBold italic
Bold
Bold Italic
SemiBold
SemiBold italic
Medium
Medium italic
Regular
Regular italic
Light
Light italic
General guidelines
Use only Figtree
Figtree found on Google Fonts at fonts.google.com/specimen/Figtree?preview.script=Latnis the approved brand typeface across all applications.
Prioritize clarity over style
Avoid expressive typography unless it improves communication or hierarchy.
Prioritize readability
Ensure strong contrast between text and background at all times.
Maintain readable line length
Keep text blocks at a comfortable width for easy reading.
Avoid all caps
Use all caps sparingly and with intention, such as creating contrast or supporting hierarchy.
No black headlines
Headlines should use color, or white when reversed out against a dark background.
Use of black
Use pure black for print body copy and Neutral 90 for screen body copy.
Hierarchy
The sizing below serves as a guide. While it is preferred that you use the type styles established in the brand guide, adjustments may be necessary. When making adjustments, maintain the overall proportions and hierarchy of the system.
The Ultimate Year in Real Estate
Headlines > 36pt+
100% Leading
-20% Tracking
A 365-day action plan that includes three focused productivity sprints aligned with the natural selling seasons.
Subhead 22pt+
120% Leading
-20% Tracking
A 365-day action plan that includes three focused productivity sprints aligned with the natural selling seasons.
Lead Paragraph 14pt+
140% Leading
-10% Tracking
A 365-day action plan that includes three focused productivity sprints aligned with the natural selling seasons.
Paragraph 10pt+
150% Leading
-10% Tracking
A 365-day action plan that includes three focused productivity sprints aligned with the natural selling seasons.
Caption 8pt+
150% Leading
-10% Tracking
Sizing for print
The sizing below serves as a guide, but there is freedom build into the system, so as long as you are following established principles, you are within the brand standard. Print typography is designed to align with the 8pt baseline grid. Whenever possible, use leading values in 8pt increments to maintain consistent vertical rhythm. Type size may vary to establish hierarchy, but line spacing should remain connected to the underlying grid. Optical adjustments may be made to large display type when needed.
Subhead
Figtree Regular22/24pt / -20pt Tracking
Figtree Light16/24pt / -10pt Tracking
Subhead small
Figtree Regular14/16pt / -10pt Tracking
Paragraph header
Figtree Bold 10/16pt / -10pt Tracking
Figtree Regular10/16pt / -10pt Tracking
Figtree Bold8/12pt / -10 Tracking
Figtree Regular8/12pt / -10 Tracking
Footnote
Figtree Regular6/8pt / -10 Tracking
Figtree SemiBold64/64pt / -20pt Tracking
Lead Paragraph
Paragraph
Hero
Caption bold
Caption
Headline
Figtree SemiBold26/26 - 32/32 - 46/48pt / -20pt Tracking
Sizing for web
The sizing below serves as a guide. Web typography must adapt across devices and screen sizes. While the recommended type styles should be used whenever possible, adjustments may be necessary to support responsiveness and readability. When making adjustments, maintain the overall proportions, hierarchy, and visual relationships established by the system.
Subhead
Figtree Regular28pt / 100% / -2% Tracking
Figtree Light20pt /150% / -1% Tracking
Section header
Figtree Regular20pt /100% / -1% Tracking
Paragraph header
Figtree Bold 16pt /150% / -1% Tracking
Figtree Regular16pt /150% / -1% Tracking
Figtree Bold12pt /150% / -1% Tracking
Figtree Regular12pt /150% / -1% Tracking
Footnote
Figtree Regular10pt /150% / -1% Tracking
Figtree SemiBold96+pt / 100% / -2% Tracking
Lead paragraph
Paragraph
Hero
Caption bold
Caption
Headline
Figtree SemiBold42-60pt / 100% / -2% Tracking
Typography
Whenever possible, align typography to the 8pt baseline grid. Use line heights and vertical spacing based on multiples of 8pt or 16pt to create consistent rhythm across flyers, business cards, letterhead, advertising, and other fixed layouts. Type should feel connected to the same underlying grid that structures the rest of the visual system.
Paragraph spacing (space after)
Set to 16pt spacing for standard paragraphs to ensure line-to-line continuity. Use spacing increments of 8 or 16pt/px when larger space is needed.
Tab stops
Set tabs at increments of 8pt (e.g., 8pt, 16pt, 32pt, 64pt) to align columnar data and lists across the grid.
First-line indents
Set to 16pt. This establishes a standard paragraph indentation that physically matches your baseline module.
List item spacing
Set space before a list to 0pt and space after to 8pt or 16pt when grouping requires additional breathing room to control paragraph clustering.
Header line height
Match line-heights to your dimensional increments to preserve vertical alignment.
Digital
Digital typography should follow the same structural principle while adapting to responsive layouts and screen sizes. Use a consistent spacing system and defined line height values rather than forcing type to a fixed print baseline grid. Whenever possible, use spacing and line height values derived from the digital base unit to maintain rhythm and alignment across screens.
Typography checklist
1. Readability
- Is the text easy to read at a glance?
- Is contrast sufficient between text and background?
- Is line length within a readable range (45–75 characters)?
- Is line height appropriate for the context?
2. Alignment
- Is all body text left-aligned?
- Are elements aligned to the grid or shared edges?
- Are there any floating or misaligned elements?
3. Hierarchy
- Is there a clear visual entry point?
- Are heading levels consistent and easy to distinguish?
4. Spacing & rhythm
- Is spacing consistent throughout the layout?
- Are all spacing values based on the system?
- Is vertical rhythm consistent across sections?
- Is whitespace used intentionally to separate content?
5. Line & paragraph quality
- Are there any widows or orphans?
- Is the rag clean and natural?
- Are paragraphs consistently spaced?
- Are there any unnecessary line breaks?
6. Hyphenation & breaks
- Is hyphenation minimized?
- Are there stacked hyphenated lines?
- Are short words (of, the, and) stranded at line ends?
- Are names and key phrases kept together?
7. Typography consistency
- Is Figtree the only font being used?
- Are type styles applied consistently?
- Are there any manual overrides or inconsistencies?
- Is uppercase used appropriately and sparingly?
8. Kerning & detail
- Are headlines visually kerned?
- Are there any awkward letter spacing issues?
- Has display text been reviewed at large sizes?
9. Web-specific checks
- Use max-width to control readability (never full-width text)
- Does typography hold up across breakpoints?
- Are there any overflow or wrapping issues?
- Is spacing consistent on all screen sizes?
