HCMA primary typeface, Neue Haas Grotesk

Summary

The primary typeface page: a giant ghosted "Neue Haas Grotesk" specimen anchors the spread, with a structured list of the Text Pro and Display Pro weights and their use rules below.

Visual description

Warm cream page, thin left rail with "2.6.1 Primary typeface", a short rationale paragraph (foundational family, two groups Display Pro and Text Pro, with size-based usage rules), the half-circle glyph and the contents list with "Type" highlighted. The white panel is dominated by the words "Neue Haas Grotesk" set across two lines in a pale grey grotesque so large it fills the upper two-thirds, with faint baseline rules running through it. The lower third splits into two columns of weight specimens: on the left a "Text Pro" ladder (Bold, Bold, Medium, Regular, Roman with italics), on the right a "Display Pro" ladder (Black, Bold, Medium, Roman, Light with italics), each row labelled with foundry source and weight number. The standard footer runs along the bottom.

Key takeaway

Letting the typeface name itself, set enormous in its own grey, double as the hero specimen, so the page demonstrates the face while naming it. Pairing that with a tidy two-column weight ladder gives both the feeling and the spec on one page.

Reuse notes

A standard, dependable layout for the primary-type page of any brand book. The ghosted-name-as-specimen move needs a typeface with enough character to carry it. Keep the weight ladder labelled with foundry and source so production teams license the right cut.