Typography — REWAP Brokerage Brand Standards

4.1

Families and why

Caslon is the typeface of the American founding documents and two centuries of law books; Public Sans was drawn for the United States government’s own web standards. Between them: permanence, law, civic clarity. Both are open-source, so the website, the WordPress theme and every vendor can use them without licensing cost.

Libre Caslon DisplayDisplay and headingsRegular 400 · 30 px and upTracking −0.012em at display sizes

Real estate, with clarity.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 & § ¶ $ %

Libre Caslon TextLong-form prose, leads, captionsRegular 400, Bold 700, Italic17 px minimum for body

A purchase and sale agreement is the moment a buyer’s intentions become obligations. We read it with you, clause by clause, before you sign.

Italic is for captions, titles of works and the occasional emphasis; never for whole paragraphs.

Public SansInterface, labels, data, forms400, 500, 600 · variable 100–900Tabular figures for all numbers

Search 1,284 active listings across Massachusetts

Open house · Saturday

$ 489,000 · 3 bd · 2.5 ba · 1,840 sq ft

Sample figures for setting only.

4.2

Responsive scale

Fluid between a 360 px phone and a 1440 px display. Each step is a token; components never set a size directly.

display48 → 96With clarity

h140 → 68Selling in Worcester

h230 → 44What the inspection found

h322 → 28Title and closing

lead19 → 23A lawyer’s reading of every agreement.

body17Earnest money is the deposit that shows a seller you are serious.

ui16Save this search and get new listings by email

small14Listing courtesy of the listing brokerage. Data updated daily.

label12Open house · Saturday

4.3

Setting rules

The difference between a template and a firm is mostly here.

Role	Face	Leading	Tracking	Measure and case
Display	Caslon Display 400	1.00–1.05	−0.012em	Up to 12 words; sentence case; balanced wrap
Headings h1–h2	Caslon Display 400	1.10–1.15	−0.006em	Sentence case; never all caps
h3	Caslon Text 600	1.25	0	Sentence case
Lead	Caslon Text 400	1.45–1.5	0	Max 38 characters per line
Body	Caslon Text 400	1.6	0	60–70 characters per line (66ch token)
Labels	Public Sans 600	1.3	+0.14em	All caps; 12 px; never longer than four words
Interface	Public Sans 400–600	1.4–1.45	0	Sentence case for buttons in body; caps only for primary buttons
Data	Public Sans 500, tabular	1.3	0	Right-aligned in tables; thin separators

HierarchySize and the change of family carry hierarchy. Bold is rare: one bold phrase per paragraph at most.
PunctuationTrue apostrophes and quotation marks (’ “ ”), en dashes for ranges (3–4 beds), the multiplication sign for dimensions (12 × 14 ft).
NumbersLining, tabular figures in data; old-style figures are not used. Thousands always take a comma.
NeverGradient or outlined type, letter-spaced lowercase, centred body copy, more than three sizes in one component.

4.4

Property data

Prices are set in Caslon Display: the one number that deserves a voice. Everything else is a fact and is set in Public Sans.

Sample data $489,000 41 Example Street, Worcester, MA 01602 3 bd2.5 ba1,840 sq ft0.18 acBuilt 1912

Sample listing facts
Property tax (FY)	$5,412
Price per sq ft	$266
Days on market	12

Listing data courtesy of MLS PIN. Information deemed reliable but not guaranteed.

4.5

In use

Selling a home in Worcester, explained.

What to do in the six weeks before listing, what the purchase and sale agreement will ask of you, and when the legal work begins.

Guide · 9 minute read