TYPOGRAPHY 2.0

Typography is a major component of the SAE brand and remains a crucial part of brand recognition.

The brand uses 2 primary typefaces: Tungsten for it’s bold and masculine presence and Modesto for its balance of modern and traditonal details.

Tungsten Semibold is SAE’s primary typeface and should be implemented as display messaging throughout all branded collateral. It’s condensed and sans serif attributes provide the SAE brand with a bold and powerful presence.

Modesto is a stylized serif typeface and Aktiv Grotesk is a modern sans serif typeface. Together, these complement the primary typeface while supporting the brand overall.

The Aktiv Grotesk family is a robust one, with numerous weights, styles, and characters. This makes it suitable for a variety of uses across all of the necessary marketing channels.

Modesto Text Bold

COLOR 3.0

Color is an integral part of the SAE brand. It adds depth to a composition while affording the flexibility and points of dynamic interest.