Typography
Typography
Editorial is the page. Display names a mark, capability, concept, or system — usually brief, rare, paired with editorial lead.
The default ladder stays editorial. Display is opt-in on named objects, not on generic or sentence headings.
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Grammar
9America
A named mark. Usually brief. Display.
Software that belongs to the business—and evolves with it.
A wrapping thesis stays editorial — including Hero.
Voice AI
Named capability, editorial lead. This is the pairing.
Show the capability. Show what it proves.
Ordinary section titles stay editorial.
A section heading long enough to show wrapping, leading, and weight together.
This was the old default: brand face on every heading, including sentences. Not the grammar.
Hierarchy
Section heading
Lead copy under a title.
Body copy. Size and color stay quieter so the page can rest between titles.
The same sentence, in this role.
The same sentence, in this role.
The same sentence, in this role.
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Stress
Voice AI
A named capability. Distinctive because it is rare.
A section heading long enough to show wrapping, leading, and weight together.
A sentence heading should stay calmer than the page title.
A section heading long enough to show wrapping, leading, and weight together.
Wide measure. Resize to see the lg steps.
A section heading long enough to show wrapping, leading, and weight together.
Narrow column.
A section heading long enough to show wrapping, leading, and weight together.
If this brick feels heavier than the wide line, the scale is too large for split layouts.
Density
Padded cell title
Type sits off the rules. If this still looks loud, H5 is too large.
Flush cell title
No cell pad. Do not fix flush by changing H5.
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