All Rights Reserved to
Atawich 2025 ©

ATAWICH BRAND VISUAL GUILDELINE
Atawich / Typography

Typography

Atawich typography is built to feel bold, direct, and high-impact. The system uses Anton as the primary display typeface for headlines and brand moments, paired with Brother as the supporting type family for interface, subheads, descriptions, and structured communication.

This combination creates a tone that feels confident, urban, clear, and highly recognizable — ideal for a fast-food brand known for strong product messaging and immediate visual presence.

Typeface Overview

The typography system has one strong display voice and one flexible secondary family. Anton leads with impact. Brother handles readability, hierarchy, and operational clarity.

Rule

Use Anton for hero headlines, campaign lines, section titles, and strong display moments. Anton has a single weight, so hierarchy is created through size, spacing, scale, case, and layout — not weight variation.

Rule

Use Brother for subheadings, body copy, menus, UI labels, captions, pricing, and supporting information. It provides the flexibility needed for a scalable brand system across web, print, packaging, and digital campaigns.

Brother Weights

Brother is used in four weights to create structure and clarity throughout the system.

Type System

The type system should be simple, scalable, and repeatable across digital and print environments.
Recommended Type Scale
  • LH75
  • Display 1108
  • Display 297
  • Display 370
  • Heading 154
  • Heading 244
  • Heading 336
  • Title 132
  • Title 228
  • Title 324
  • Body 122
  • Body 218
  • Body 316
10 × 10 Grid Atawich Type System

Typography Crimes

Keep the system clean. Avoid visual misuse that weakens recognition and consistency.

Do not
distort proportions, Never stretch, compress, or artificially skew either typeface.

Do not
otate type without a system ,Typography should feel intentional, not decorative or unstable.

Do not
shadows or fake styling, Avoid outlines, bevels, shadows, and effects that dilute the brand voice

Do not
reduce legibility, Avoid low-contrast color pairings, especially in body copy and UI content.

Do not
Anton for body text, Anton should remain a display tool only.

Do not
overload styling ,mix too many sizes, colors, and weights inside one message block.