02 / 06

Typography.

Three typefaces, three jobs: Funnel Display for headlines, Funnel Sans for reading, JetBrains Mono for labels. All three are free under the SIL Open Font License, and all three cover Turkish.

2.1 Headlines

Funnel Display

Use: Headlines, large numbers, the wordmark
Weights: Variable, 300–800. We use 380 for display headlines, 420–460 for smaller headings and 600 for the wordmark.
Tracking: −0.012em on small headings to −0.052em on the largest
Leading: 0.88 on the largest sizes to 1.2 on small headings

A clear next step. At every stage.

ABCÇDEFGĞHIİJKLMNOÖPRSŞTUÜVYZ
abcçdefgğhıijklmnoöprsştuüvyz
0123456789 .,:;!?–—“”‘’ &@

Momentum300
Momentum380
Momentum500
Momentum600

2.2 Reading

Funnel Sans

Use: Body text, leads, buttons, forms
Weights: 400 for text, 380 for leads, 600 for buttons and bold
Size: 16–18 px for text, 18–23 px for leads
Leading: 1.58 for text, 1.45 for leads; at most about 70 characters a line

We start with a piece of work that someone owns, not with a technology looking for a use. Every engagement begins with one frequent, bounded workflow, a named owner and a baseline: volume, time per case, error rate and cost. Models are chosen last, by testing candidates on your own examples.

ABCÇDEFGĞHIİJKLMNOÖPRSŞTUÜVYZ
abcçdefgğhıijklmnoöprsştuüvyz 0123456789

Human Momentum300
Human Momentum400
Human Momentum500
Human Momentum600

2.3 Labels

JetBrains Mono

Use: Labels, eyebrows, figure captions, indices, counts
Setting: Uppercase, tracking +0.12em, weight 450
Size: 11.5–12 px
Numbers: Tabular figures for counts and tables

01 Field notes
Fig. 5.0 — Every note by topic; size = reading time
Illustrative engagement · Commerce intelligence
0123456789

ABCÇDEFGĞHIİJKLMNOÖPRSŞTUÜVYZ
abcçdefgğhıijklmnoöprsştuüvyz
0123456789 {}[]()<>/=+−×

2.4 Pairing and scale

One family to read, one voice to label.

Funnel Display and Funnel Sans are one family in two cuts: Display is drawn for large sizes, Sans for reading. They never compete, so a page needs no other typeface. JetBrains Mono is the counterpoint: small, uppercase and spaced out, it labels, counts and captions, and it never carries a sentence of body text.

Every size grows with the screen, from a phone to a large display. The ranges are the smallest and largest sizes in pixels.

Hero 53–198 px
Momentum.
Display 1 44–114 px
Applied AI.
Display 2 34–74 px
A clear next step.
Display 3 23–35 px
Start where you are.
Display 4 19–25 px
Three squares, one direction.
Lead 18–23 px
One workflow at a time, measured against a baseline.
Body 16–18 px
People stay in control of consequential decisions.
Label 11.5–12 px
Fig. 1.0 — Three clusters

2.5 Turkish

Every letter, both languages.

All three families cover Turkish: ç, ğ, ı, İ, ö, ş and ü, in both cases. Mark Turkish text as Turkish so that uppercase labels follow Turkish rules: i becomes İ, and ı becomes I. They are different letters, and a wrong capital changes the word.

ĞÜŞİÖÇ ğüşıöç

Funnel SansUygulamalı yapay zeka, işin yapıldığı yerde başlar: bir iş akışı, sahibi ve ölçülebilir bir başlangıç.

JetBrains MonoŞekil 5.0 — Konuya göre tüm notlar

Funnel DisplayÖnce iş akışını, sonra modeli seçin.

2.6 Rules

Three rules that never bend.

Field notes by veridive

Keep the name lowercase inside uppercase labels. On the web, the name sits in its own span that switches the uppercasing off.

The name in capitals

Don’t

Let a label uppercase the name. The name is never capitalized, anywhere.

Applied AI.
Human Momentum.

Write the slogan exactly: two sentences, a capital M, a full stop after each. In uppercase settings it reads APPLIED AI. HUMAN MOMENTUM. It stays in English on Turkish pages.

Start where you are.
Ready to begin?

End every headline with a full stop in Signal. The dot closes the sentence and carries the accent. A question keeps its question mark, in Signal too.

2.7 Get the fonts

Free, and everywhere.

Install the three families for documents and slides; all three are on Google Fonts, and Google Slides has them built in. Without them, PowerPoint and Keynote fall back to a system font such as Arial. On the web we host the fonts ourselves, so no page asks a third party for them. Email signatures use Arial, because email programs don’t load web fonts; the logo keeps the brand typeface.

Fallback: Funnel Sans → system-ui → Arial