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Light slide showing the type system flexing along an expressive-to-functional gradient bar above four sample cards from loud poster to plain email.
Summary
A light slide that maps the type system onto an expressive-to-functional axis, using a horizontal spectrum bar over four cards that get progressively quieter from left to right.
Visual description
Off-white background. Top-left pill "Our typography", page "39" top-right. The title "Tonal flex" and a short intro about shifting focus from Oldschool Grotesk to Monzo Sans sit upper-left. A full-width horizontal bar labelled "Expressive" at the left end and "Functional" at the right end acts as a scale. Below it, four rounded cards step down the spectrum: a loud coral poster card with a giant "Spend save and manage money" headline and a cut-out photo, a teal social card with a "Round up payments" pill over a lifestyle photo and a "Festi Fund 2023" savings widget, a white card with a coral "Put money in your hands" headline plus body copy and a teal "Let's go" button, and a muted card showing a phone with a plain "Final account closure email" in small functional type.
Key takeaway
Visualizing a typographic range as a left-to-right spectrum and lining real artefacts up underneath it, so the abstract idea of tone becomes a literal slider. The cards double as a tone ladder and a sampler of headline-versus-body treatments.
Reuse notes
A great way to explain brand voice or type tone in a guideline, or to show one system covering both marketing and utility contexts. Needs four genuinely differentiated mockups spanning loud to plain. Reusable spectrum-bar device for any "expressive vs functional" axis.
From this deck: Tonal flex expressive to functional
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