Max OT is Air Greenlands brand font. Lato is sometimes used to support Max OT both because it is a free webfont, and also because ciffers in Max OT’s ciffers has descenders in lower case. Lato is sometimes used for ciffers. Calibri is used when only system fonts are available.
ABCDEFGHIJKLMNOPQRSTUWXYZÆØÅ
abcdefghijklemnopqrstuvwxyzæøå
Prioritate to always use Max OT for headers in both print at online material. It is a strong font with a lot of identity and character. Some of the overall identity appears to lack, if the font is left out. All weights of the font are permitted, however bold and black are preferred for titles and subtitles.
Max OT is neither a systemfont, nor a free font. Sometimes it will show necessary to use the below mentioned alternatives.
Do not use Max OT for numbers in lowercase, as the descenders take away some of the strict regularity of the font. When using numbers with MaxOT – always use numbers i UPPER CASE.
Sometimes it will be a challenge to get Max OT for online productions. Therefore it is necesary to have an alternative. Furthermore, Max OT does not perform well in lower case when numbers are used – like timetables, pricing etc. – a quite common communication situation for Air Greenland.
LATO’s numbers do not have descenders in lower case. Therefore it is sometimes easier to work with as bodyfont and timetables.
All weights are permitted. However, hairline and light weights are not common to the Air Greenland brand-look.
Using different computers, eg. writing word documents in different workstations, presenting powerpoint from different laptops – Air Greenland needs a fallback font, that is typically available for normal office work. For this use, Calibri is a suiting choice. It comes with the Office package since 2007, and works on both pc/mac. It is the default font in word and powerpoint, and it has a softer and more modern look, than the earlier verdana. Like both Max OT and Lato, is a sans serif font, with closed lowercase ‘g’, and it is an easy to read font.
Use Calibri ONLY when the other obtions are out of reach.