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Typography

Typography is its own visual narrative. The style echoes our brand, while hierarchy tells the eye where to land. 

Type guidelines

Forma DJR

Forma DJR has a fascinating history and story that emulates HP’s own in some ways, conveying engineering and universality but with a subconscious feeling of humanity and expression.

It can best be described as... “Looks familiar, but feels different.”

This font provides the cleanliness, timelessness, and versatility needed for a big brand. But it also has a certain warmth, with enough intricacies, nuances, and quirks to satisfy designers and those with a keen eye, as well as flexibility and technical features.

Type styles

The HP Brand system includes two type styles with regular weight: Display and Micro. 

Strictly use Forma DJR as the sole HP typeface.

Always apply the regular weight to both type styles. 

Choose between the two with your design discretion. Think big type for less text and small for more.

 

Style 1—Forma DJR Display Regular

  • Used for BIG type (40pt+)
  • Features tighter spacing
  • Does not work or read well when too small
  • Balances “tight but not touching” for classic style and distinction

 

Style 2—Forma DJR Micro Regular

  • Used for SMALL type (-40pt)
  • Features looser letter spacing
  • Ideal for smaller type and longer paragraphs
  • Balances spacing with slight optical adjustments for neat legibility  

Type color

All type should be either black or white; do not mix colors on the same layout. 

And do not embelish type. No drop shadow or other effects.

Note: See other guidelines sections for type formatting exceptions. Some applications warrant more creative freedom or have specific limitations or requirements.

Paragraphs

 

Alignment

Except on some applications that warrant more creative freedom or have specific limitations or requirements, all alignment is left only.

  • No center alignment

  • No right alignment

Leading

Single line text sits on a baseline. Leading measures between two lines of text, from baseline to baseline. It gives type breathing room so the eye doesn’t strain, especially line after line. 

Forma DJR Display leading should be 80–100% of the type size.

Forma DJR Micro leading should be 100–140% of the type size.

Follow the divider line spacing rules for separating content, such as bulleted lists or type over image layouts.

  • No lose leading

  • No tight leading

Capitalization

Always use sentence case—capitalize only the first letter of the first word. 

Ex: This is sentence case
 

Using all caps can be determined on a case by case basis. Examples:

  • Creative Emphasis: Calling out a word for a creative payoff.
  • Formatting specified product names.
  • Distinguishing list titles (small type).

  • Specified product name and list titles distinguished in all caps.

  • All caps used for creative emphasis.

Hierarchy

Get to the main point and give your layout some order. Hierarchy is achieved with type size, placement, separation, and the use of capitalization.

Use type size as your primary tool to create hierarchy between headings, subheadings, and body copy.

Keep headline word counts as short as possible to work in the larger font sizes.

Information flows top to bottom. Place your most impactful copy first with the largest font to draw in the eye.

Apply color stacking and lines to give visual importance to headlines and break them out from subheads and body copy.

Apply all caps to lists and specs to visually differentiate them from similarly sized content. 

  • Larger-to-smaller hierarchy.

Bullets

Bullets are a great organizational tool. They can aid navigation through dense copy and lists or indicate the start of a new section or idea. 

In the new identity there are two types of bullets: Forma and custom bullets.

 
Forma bullets

These bullets are the Forma DJR default and they should be used when custom bullets are not necessary or available. 

Use Forma bullets or standard MS Office bullets for internal communications, email, or non-consumer-facing materials. 

  • Microsoft suite products (PowerPoint, Word, etc.)
  • Email (Outlook, Google, etc.)

  • Default Forma DJR bullet

  • Example of default Forma bullet on PowerPoint template

Custom bullets

Custom bullets have a circular shape that resembles the HP round logo. Because they are not included in the Forma font packages they have to be created or designed.

Use custom bullets for all consumer- or external-facing materials.

  • Banners, brochures, OOH, websites (where applicable), etc.

For more information on how to properly design custom bullets and how to use them download the full Type guidelines. 

  • Custom bullet

  • Example of custom bullet on customer facing layout

Highlights

Highlights call out specific words or ideas. 

  • Against colorful background: 60% background color.
  • Against standard gray or cream background: 25% text color OR 60% accent color OR 60% any HP color (all neutral layout).
  • Text color will be the same as unhighlighted text.
  • Thick enough to include margin above ascender and below descender but thin enough to show a gap if highlighted text is stacked.

Note: Long form documents might require a different treatment for highlights. 

For more information on how to properly apply highlights download the full Type guidelines.

  • Highlight color on colored background: 60% background color.

  • Highlight color on neutral background: 25% text color (black) OR 60% accent color OR 60% any color in an all neutral layout.

Do’s and don’ts

Consistency creates familiarity. Help ensure our typography is just as easy to read as it is to recognize. 

Only use true black (#0A0B0B) or white (#FFFFFF) for type over background colors or imagery. Make sure to consider the legibility and high contrast.

Always left align type, aside from a few exceptions --- You can center align when there is a creative trade-off. For instance, product video frames and end cards, posters, or assets that contain strictly text.

Typeface

Do

Dont

Use Forma DJR as the only typeface across all content.

Don’t use a typeface that is not Forma DJR.

Weights

Do

Dont

Always apply regular weight to Forma DJR Display and Micro.

Don’t use different typeface weights than regular.

Styles

Do

Dont

Choose Forma DJR Display for big text and Forma DJR Micro for small text.

Don’t use styles incorrectly or that impact legibility (such as Display being used for small text or Micro bring used for large text).

Type Color

Do

Dont

Feature black type on all background colors/sections.

Don’t use different colors or mix black and white type in the same design—it creates inconsistency and overwhelms.

Capitalization

Do

Dont

Feature all caps sparingly to separate same-size content, such as specs.

Don’t apply all caps universally.

Alignment

Do

Dont

Left align type at all times (center is permitted for creative benefits, such as product video frames or text-only assets).

Don’t right align type.

  • Typeface

  • Weights

  • Styles

  • Type Color

  • Capitalization

  • Alignment

Language support

We want to bring our world to our customers. Different packages are available to support all your language needs.

 
Latin Extended (available)

Latin-1 and Latin Extended-A blocks cover major European languages that use the Latin alphabet: Afrikaans, Albanian, Alsatian, Basque, Bislama, Breton, Catalan, Chamorro, Croatian, Czech, Danish, Dutch, Eastern European, English, Estonian, Faroese, Finnish, Flemish, Franco-Provençal, French, Frisian, Friulian, Galician, German, Greenlandic, Hungarian, Icelandic, Indonesian, Irish, Italian, Kurdish (Latin), Ladin, Latin, Latvian, Lithuanian, Luxembourgish, Malay, Manx Gaelic, Moldovan, Norwegian (Bokmål, Nynorsk), Occitan, Polish, Portuguese, Rhaeto-Romance, Romanian, Romansh, Sami (Inari, Lule, Northern, Skolt, Southern), Scottish Gaelic, Slovak, Sorbian, Slovenian, Spanish, Swahili, Swedish, Tagalog, Turkish, Uzbek (Latin), Vietnamese, Walloon, Welsh, Western European

 
Cyrillic (available)

Cyrillic is included in the “FormaDJRCyrillic” fonts, which cover the upright, middleweights of the family. These will not only support Russian, but also include Extended Cyrillic and localized forms for Bulgarian, Serbian, and Ukrainian.

 
All other languages (available)
Greek, Hebrew, Arabic, Devangari, Thai Loopless, Korean, Traditional Chinese, Simplified Chinese, Japanese, Hong Kong, and Tabular figures for Asian characters. 

Forma DJR UI

Forma DJR UI is a variable font optimized for digital applications. Based on the original Forma DJR font, and built through a collaboration between the Veneer team and Forma DJR’s creator, David Jonathan Ross.

Forma DJR UI includes software-specific adjustments to spacing, alignment, and font weights. Forma DJR UI’s letterforms also enhance legibility at smaller font sizes on screens. This font is recommended for your software applications.

Veneer Typography Principles: Forma DJR UI

Install Forma DJR

  • HP employees can install Forma DJR from their company designated PCs. Use MyITApps to locate and install the available font packages.
  • Authorized partner agencies can download Forma DJR from Adobe Creative Cloud or reach out to your HP contact to have access to the font packages on HP Asset Hub.

Alternate font

If Forma DJR is not available, please use Helvetica. If Helvetica is not available, use a simple sans serif.

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