Haslam Giving
Jubilat Book is used for labeling the six fields of priority by Haslam Giving.
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.
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The visual identity of Haslam Giving succeeds by combining emotive photography with a well-structured and hence easily accessible typography.
Key figures are presented in economic Jubilat.
Headings in Jubilat go well together with the body copy in Halyard Text.
Project page from the Parks & Public Spaces section, with Jubilat Book for heading and intro text.
Teaser texts below thumbnail images are rendered in Halyard Display. The top menu is in Halyard Text.
Impact stories use a different layout with a side column, but again with the famliar Jubilat for headings.
The Haslam Giving wordmark uses two contrasting weights of Halyard Display.
