Laws of the letter

With clean sans-serif lines and a friendly, open style, Effra is the font family that elegantly graces Reliant marketing materials. In print, Effra is used for headlines, body copy, disclaimers and any other text elements, such as photo captions. Effra is also used by Reliant online and in email.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”1/4″][vc_single_image image=”1520″ img_size=”full” onclick=”link_image”][/vc_column][vc_column width=”1/4″][vc_single_image image=”1522″ img_size=”full” onclick=”link_image”][/vc_column][vc_column width=”1/4″][vc_single_image image=”1521″ img_size=”full” onclick=”link_image”][/vc_column][vc_column width=”1/4″][vc_single_image image=”1519″ img_size=”full” onclick=”link_image”][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]

Good things come to those who weight

The Effra font family includes many weights, with Effra Light, Regular and Medium used frequently at Reliant. When making text bold (if you must) please specify the Effra Bold font weight.

Never use a bold function in your layout program or a bold keyboard command to change type weight. And remember, while Effra Italic may apply in some rare cases, we generally shy away from italics.

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Font licensing: all external agencies must obtain their own license of Effra.
Employees and contractors may request Effra to be installed on their computer.

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From page to pixel

Thanks to ever-evolving advances in web fonts, Effra displays properly in a vast majority of browsers and email programs. Effra is paired with Arial, a standard web font, for online and email use.

  • At reliant.com and in our emails, Effra is used for header text, while the Arial font family is used for body text.
  • Arial is the designated online default font.
  • Specific font weights should be designated in code. HTML tags should not be used to modify font weight.
  • Reliant subscribes to fonts.com for web font support.
  • Questions or concerns related to online or email font use? Reach out to our web and email development teams.

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Special cases

Life Switched On: Our mass branding campaign, Life Switched On, features a unique stacked headline style, incorporating a typeface known as Handleson Three. Check out the Life Switched On type guidelines.

There are also times when we take even more liberties with type treatments and font family choices. Drawing inspiration from an event, special promotion or targeted campaign can help any designer make a courageous typographic statement.

But take heed: you must know the rules well in order to break them effectively.[/vc_column_text][/vc_column][vc_column width=”1/2″ el_class=”center” css=”.vc_custom_1462400517833{border-top-width: 1px !important;}”][vc_images_carousel images=”3359,3353,3360,3355,3356,3354″ img_size=”285×400″ autoplay=”yes” hide_pagination_control=”yes” wrap=”yes” el_class=”legal”][/vc_column][/vc_row][vc_row][vc_column][vc_empty_space height=”10px”][vc_separator][vc_empty_space height=”10px”][/vc_column][/vc_row][vc_row][vc_column][vc_column_text css=”.vc_custom_1465180638439{border-top-width: 1px !important;border-right-width: 1px !important;border-bottom-width: 1px !important;border-left-width: 1px !important;padding-top: 20px !important;padding-right: 20px !important;padding-bottom: 20px !important;padding-left: 20px !important;border-left-style: none !important;border-right-style: none !important;border-top-style: none !important;border-bottom-style: none !important;border-radius: 10px !important;}”]

Go with the flow

Effra is named after a river that runs through London’s Brixton district. Designed by international font foundry Dalton Maag, the Effra font family earned a prestigious Red Dot award in 2013.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_message icon_fontawesome=”fa fa-file-pdf-o”]Download fonts guidelines PDF[/vc_message][/vc_column][/vc_row]