Profitmaster Displays · Brand StandardsIdentitySheet 10 / 34Rev A · 2026-09-25
10 · Identity
Franklin for words. A mono for numbers.
One American grotesque family in a few weights, and one monospace for every dimension, code and date. Headlines stay upright; the only slanted letters belong to the wordmark.
10.1
The faces, by where you work.
| Where | Words | Numbers and specs | Licence |
|---|---|---|---|
| Illustrator, InDesign | ITC Franklin Gothic | IBM Plex Mono | ITC: commercial. Confirm our licence covers print and web Confirm |
| Word, PowerPoint, Excel | Franklin Gothic Book / Medium | Consolas | Ship with Microsoft Office |
| Web and this site | Libre Franklin | IBM Plex Mono | Free, SIL Open Font License |
| SolidWorks sheets | Arial | Arial | CAD default; stays for file compatibility |
| Anywhere else | Arial | Arial | Last fallback |
10.2
Specimens.
Display · 800Libre Franklin / ITC Franklin Heavy
Built for the way bottlers sell.
Heading · 700Franklin Demi
Woodland Sales Center
Body · 400Franklin Book
Four-sided wood and steel sales center. Ships knocked-down. One person hangs the center shelves; a loaded unit moves with a pallet jack.
Label · 500 capsPlex Mono, tracked 8%
Item code · Pack · Packout · Ship date
Spec · 400Plex Mono
26 × 48 × 72 in · 80 × 2-liter · set-up 30 min · S4790
10.3
The scale.
Print (letter and tabloid)
- Display
- 36 / 38 pt · 800
- Title
- 24 / 28 pt · 700
- Heading
- 14 / 18 pt · 700
- Body
- 10 / 14 pt · 400
- Caption
- 8 / 11 pt · Plex Mono
- Legal
- 6.5 / 9 pt · minimum
Screen
- Display
- 40–80 px · fluid
- Title
- 34–56 px · fluid
- Heading
- 23–31 px
- Body
- 16 px · 1.6 line height
- Caption
- 12.5 px · Plex Mono
- Minimum
- 12 px, never smaller
10.4
Rules.
Super Tracker 120
120 × 2-liter · gravity feed
Super Tracker 120!
- Sentence case for headings. Capitals only for short mono labels.
- Left-aligned, ragged right. No justified text, no centred paragraphs.
- Lines of 50 to 75 characters. Wider columns get a second column instead.
- Two weights per piece is plenty; three is the limit.
Drawing nameTypography
SectionIdentity
Sheet10 / 34
RevA
Date2026-09-25
Drawn by · PMD Graphics
