In order to ensure brand style consistency, and increased brand recognition, use the fonts from the Source Sans 3 family for all our official and public-facing materials — this is the font family used in our logotype.
The complete Source Sans 3 font family is quite large, including many different weights, as well as a full complement of international characters. It is freely downloadable from the Google Fonts Library at:
Both the Bold and the Light fonts in the Source Sans 3 family are ideally suited for headings. Keeping in style with our logotype, our brand can have larger section headings set in title case letters using the Bold font, and smaller headings set in all uppercase letters using the Light font.
Source Sans 3 Bold font can also be used for button labels, and some minor sub-headings. For body text, use the light or regular weight fonts. Other weights, such as Extra Light, Semibold, and Medium can be used as needed for text elements that require special treatment, such as captions, table headings and graph labels.
We encourage you to use the major third typographic scale when choosing font sizes for elements on your designs. This means that once you've picked your base size — i.e., the size of your body text — you should increase or decrease the next level of text by a factor of 1.25.
Primary Heading, level 1
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Major heading, level 2
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Content subdivision, heading level 3
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Minor content subdivision, heading level 4
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Minor content sub-level, heading level 5
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Content block marker, heading level 6
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Body text lorem ipsum dolor sit amet consectetur adipiscing elit. Quisque faucibus ex sapien vitae pellentesque sem placerat. In id cursus mi pretium tellus duis convallis. Tempus leo eu aenean sed diam urna tempor. Pulvinar vivamus fringilla lacus nec metus bibendum egestas. Iaculis massa nisl malesuada lacinia integer nunc posuere. Ut hendrerit semper vel class aptent taciti sociosqu. Ad litora torquent per conubia nostra inceptos himenaeos.
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Our Voice
knowledgeable, transformative, rewarding
Every piece of copy must reflect our core values. To be knowledgeable, we make it easy to understand complex ideas and demystify technical terminology. To be transformative, we highlight the emotional "click" or "eureka" moments in learning, and put the focus on continuing career upgrading. To be rewarding, we focus on the joy of building, and both the personal and professional payoffs. Our voice may take on different tones, but the message stays the same: we are the experts who guide you to a rewarding breakthrough.
Informal Tone
An informal tone should be used when writing for the general public, in our promotional materials including our digital marketing campaigns, social media and email. It should also be used when writing our course materials, and in our official communications with students.
When using an informal tone, the copywriter should write as if they are having a relaxed conversation. This means it's fine to use contractions like "we'll" and "let's." Address the reader as "you," and avoid passive voice. Starting sentences with "and" or "but" to create a natural, conversational flow, is fine. The sentence structure should be varied and punchy — short sentences for emphasis, longer ones for explanations — and the vocabulary should avoid unnecessary jargon in favor of plain, relatable language that feels human and approachable.
Formal Tone
Our formal tone should be used when producing materials that target a technical audience, such as technical presentations and papers, technical blog posts and commentaries, as well as for all our internal operational and legal documents, and contracts.
When writing with a formal tone, the copywriter should assume the posture of an expert delivering a polished presentation. This involves using complete, grammatically structured sentences without contractions, and opting for precise, professional vocabulary that conveys authority. Passive voice should be used when needed, but avoid unnecessary literally constructs and overly erudite language — eg., "use" rather than "utilise". The focus should be to always have a relatable, but objective and structured flow of ideas that build credibility and assure the reader of the business's legitimacy and expertise.