THE FOUNDATIONS · TYPOGRAPHY
Two typefaces, one register
Miller Banner sets the titles, Effra the running text, the italic is reserved for destaque. No bold, no third family, and no House has typography of its own.
The three roles
The title. Rare, deliberately: its force comes from appearing seldom.
The running text. This is where the page is read, so it competes with nothing.
o itálico, reservado ao destaque
The scale, live
Each size has a name and a job. It is set here at its real size for this screen.
- title · one per page
- Nada aqui pede pressa.
- chapter · opens each subject
- Quartos
- section · sub-chapter, a room's name
- Quarto Camélia
- card · a card's title
- Suite Pátio
- lede · opening paragraph
- A casa tem 43 quartos, na Avenida da Liberdade.
- body · the prose
- Entra-se da rua e a rua acaba ali. O jardim faz o resto.
- caption · captions and credits
- O pátio, ao fim da tarde.
A composed passage
How the roles live together on a real page of the websites, with each one's name beside it.
rubrica
À MESA
capítulo
O SÍTIO
entrada
A cozinha é da Chef Inês Beja, e a horta começa do outro lado do pátio.
corpo
O menu muda com as estações da quinta. O que a manhã colhe, a noite serve, e a carta diz de onde veio cada coisa.
destaque
refeições em casa
Hierarchy never shouts
A MESA
O SÍTIO
A cozinha é da Chef Inês Beja.
Like this
What matters is set apart by size and capitals.
A cozinha é da Chef Inês Beja e o restaurante chama-se O SÍTIO.
Never like this
Bold for emphasis. There is no bold anywhere, and it is not missed.
Why this pair works
The two faces were measured against each other and sit on the same line without any correction. That is why the italic can land mid-sentence without a jolt, and a title never sings out of tune with the text. The kinship is structural and invisible.
Rare titles, by rule
Your brief says the power of headlines comes from rarity. Here that is a rule, not an intention: one display title per page at most, and the field that feeds it holds sixty characters. The restraint is guaranteed by the tool, not by the goodwill of whoever writes.