The visual identity of Haslam Giving brings together two typeface families by Darden Studio, Jubilat and Halyard. Haslam Giving is one branch of the philantropic initiatives of the Haslam Family Foundation, committed to helping children and families. Cleveland-based agency Form designed a new identity and website.
Jubilat was chosen as the display typeface. The low-contrast slab serif with compact proportions is used for headlines, intro texts, and key figures. It’s paired with Halyard Display, which can be seen in the logotype and in secondary headings. While Halyard Display wasn’t explicitly designed as a sans-serif companion to Jubilat, it shares a lot of its DNA, coming from the same designer and catering to a similar size range, and hence makes for a congenial counterpart. All smaller text, from the menu to article copy, is rendered in Halyard Text. This subfamily brings the same robust and lively qualities to the table as its display equivalent. With its more open shapes and spacing, Halyard Text is better suited for longer strips of text in reading sizes, while maintaining a consistent typographic personality.