A introduction to the Generation Tux design language.
The Gentux brand can be distilled into two words: Experience & Quality. We are the industry experts that know what we're doing. From the high quality of our suits and tuxes to the peace of mind our customer service provides, we've got you covered and you're going to look great.
This is about re-discovery. We are taking tux rental back to the roots of formal wear, bringing craft and quality into the modern world. We know because we’ve done it.
Back to the craft of it all. Experienced, strategic, honest, reliable, modern, technical, expert, confident, intelligent, classic, witty.
Product-focused storytelling, in the midst of something greater. Classic settings: New York City, Chicago, New Orleans, etc.
This Logotype is the primary element of the brand and should be used when space and size allows. The logotype is a necessity if it is the only brand element that appears on a Generation Tux piece.
The mark may be used in tints and shades of black and white, but attempt to stay away from neutral gray.
Logo assets can be downloaded on the Brand Assets Page.
The circle monogram is primarily for use cases with limited space. But, it can also be used as the primary mark if the logotype is also used in the layout somewhere.
The secondary logotype and gz tag are for letterhead and other formal uses only.
Logo assets can be downloaded on the Brand Assets Page.
The light gold is the primary gold color and should be used in large color blocks like backgrounds or button colors. The dark gold is meant for thin or lighter weight marks like text and logos and can be set on white or dark backgrounds.
Domain Display
Roboto Condensed Bold
Roboto Regular
Here in the 21st century, the modern man need never compromise.George Zimmer
The Gentux typography system is built on a 1.25 / major 3rd modular scale based on a 16px body copy size.
In cases where larger or smaller type sizes are needed, you can reference the full scale at: http://www.modularscale.com/?16&px&1.25&web&text. While we recommend sticking to the base options, any size picked from this scale will fit the brand standards.
Domain Display has been scaled by a factor of 1.2 so it's lighter visual weight balances with Robot Condensed Bold at each heading level.
All uppercase and small body copy typesetting should have some letterspacing. Our base amount is .03em with extra space added at smaller sizes.
| Scale | Typeface | Size | Letterspacing | Line Height |
|---|---|---|---|---|
| h1 | Domaine Display Regular | 46.875px | 0 | 1.2 |
| h2 | Domaine Display Regular | 30px | 0 | 1.2 |
| Blockquote | Domaine Display Regular | 24px | 0 | 1.2 |
| Scale | Typeface | Size | Letterspacing | Line Height |
|---|---|---|---|---|
| h1 | Roboto Condensed Bold | 39.0625px | 1.17px / .03em | 1.2 |
| h2 | Roboto Condensed Bold | 25px | 0.75px / .03em | 1.2 |
| h3 | Roboto Condensed Bold | 20px | 0.6px / .03em | 1.3 |
| h4 | Roboto Condensed Bold | 16px | 0.64px / .04em | 1.3 |
| h5 | Roboto Condensed Bold | 12.8px | 0.77px / .06em | 1.35 |
| h6 | Roboto Condensed Bold | 10.24px | 0.82px / .08em | 1.35 |
| p | Roboto Regular | 16px | 0 | 1.5 |
| p - small | Roboto Regular | 12.8px | 0.128px / .01em | 1.7 |
Hero headlines use an h4 set in Roboto Condensed Bold as a sub-head or lead-in heading. The main headline is set as an h1 in Domaine.
The sub-head is usually informative while the large headline is more brand voice focused and stylistic e.g. for the customer service webpage, Sub-head: "Customer Service", Main-head: "Are you ready to feel the love?".
If no sub-head or lead-in line is available, hero headlines use Domaine only.
Non-hero main headlines (h2s) can be optionally set in Domaine or Roboto Condensed.
All sub-headings (h3-h6) are set in Roboto Condensed Bold.
Full example breakdown and further technical information can be found in the typography section of the developer docs: Web Typography
Created by the design team at Generation Tux. Visit us on Dribbble.