Typography is the hero element of the Lub d brand. We use our bold and distinct headline typeface confidently across all communications, giving personality to our messaging.
The typeface is called Pad Type in reference to the Thai dish combining sweet, sour, salty, and spicy elements. It is created with a combination of unique and expressive letterforms, which take reference from the diverse experiences we want our customers to have when they stay at a Lub d.
STYLE SET 1
STYLE SET 2
STYLE SET 3
All the headlines are a combination of the three style sets. We never use one style by itself.
Our typeface automatically cycles through the style sets as you set the type. This is coded into the Pad Type font.
See instructions below on how to activate this feature.
This diagram shows how to activate the type style set feature in Adobe Illustrator 2020.
This diagram shows how to activate the type style set feature in Adobe Illustrator 2020.
Go the menu at the top of the screen and select the window tab. Follow the guidance in the diagram. Window > Type > Opentype
From the Opentype menu tab select the burger menu icon and set the style to style set 3. Menu icon > Style Sets > Set 3
The type will now have alternate character sets in the fonts
Watch this video for a step by step guide on setting your style set.
For body copy, subheads and all other functional copy we have a secondary typeface. Agrandir is bold, simple and legible. We use our secondary font in two different weights depending on application.
Agrandir bold is used for subheads, website urls and captions.
Agrandir regular is used for large pieces of text such as body copy.
Be sure to follow the guidance below to create type consistency across all applications.
Headlines are always centred in the middle of the application.
Sub headers can be left aligned or centred.
Body copy can be left aligned or centred.
Body copy can be left aligned or centred.
It is important to have a hierarchy in each layout, to establish an order of importance.
As a rule, there should be a numeric relationship between type sizes. This relationship is illustrated below.
Our subheads are approximately 20 – 25% the size of our headlines
Thai and Khmer fonts have been provided for instances when the latin alphabet is not suitable. Where appropriate these fonts should follow the same styling as our main headline font.
Headlines should be centre aligned in all instances. Body copy can be left aligned or centred.
Headlines should be centre aligned in all instances. Body copy can be left aligned or centred.
Below are some examples of how you should not use the shapes.
To ensure consistency and brand integrity, please adhere to our Brand Guidelines. For more comprehensive information and resources, visit our main website at lubd.com.
