The type scale I start every project with

Every project starts with the same six-step type scale, and most of them end with something close to it. It is a starting point, not a rule, but it has survived hotels, headphones and a winery.

Six steps, one weight

Micro at 11, caption at 13, body at 17, lead around 28, title around 56, and a display size that depends on the brand. One weight for the interface and a second only if the brand really needs it.

Tracking tightens as size grows: nothing at body size, about −3% for leads, −5% for titles. Line height does the opposite, from 1.45 down to 0.9.

Where it bends

Brands with a serif display face, like Halden House, get a looser display tracking and a bigger jump between lead and title. Loud brands like Lumo skip the title step and go straight to display.