Three faces, each with one job. The fonts have not changed since the system was drawn. V10 changed the scale. V12 added no type at all: it added the registered mark and one font vocabulary across every surface.
The three faces
| Role | Family | Sample |
|---|---|---|
| Headlines | Bebas | BEBAS |
| 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.
- Tracking is POSITIVE and opens as size comes down. Leading tightens as size goes up.
- 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.
- Bebas ships one weight. Every heading is set to 400. Without that line the browser fakes a bold by fattening the outlines, and condensed caps turn to mud.
| Step | Leading | Tracking |
|---|---|---|
.d1 | .90 | .01em |
.d2 | .92 | .01em |
.d3 | .94 | .015em |
.d4 | .96 | .015em |
.d5 | .98 | .02em |
.d6 | 1 | .03em |
Headlines are single colour
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.
The ® is drawn in Bebas
The wordmark is SF Mono. The registered mark inside it is the one Bebas glyph in the lockup, set as punctuation on the period line and never raised into the corner. In running prose it is typed bare and takes no styling. Full rules in The marks.
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.