For all headings, we should keep kerning at 0%. This helps us keep things nice and connected and prevents our type looking disconnected at larger sizes.

Basis Grotesque's clean lines and subtle curves express a sense of character and playfulness that is synonymous with our brand.

For most headings and body copy, tracking should be kept slightly looser than standard, at +2.5%, to allow the type to flow more freely. For large headings, or anything over 120px in size, we should kern at our standard 0%.

We have two core fonts in Rumpi and Basis Grotesque. Rumpi is a handwritten font that offers a more hand-crafted alternative to Basis - our Sans Serif font. Basis' clean lines and subtle curves reflect the Cath Kidston brand by expressing our sense of character and playfulness.

Leading (or line-height) refers to the space between lines of text. This is measured from baseline to baseline and is crucial to setting type clearly and consistently. For all headings, line-height (or leading), should be optically defined. For body copy, all leading should be set to 150% to ensure accessible reading.

Using the below system, we can create a consistent sense of hierarchy across all channels. Using the default type setting for the creative (in this case 60px) we can multiply and divide by 1.5 to create consistent sizing increments.