Amor Typography
Type for Every Screen
Typography doesn’t just deliver content—it builds trust. Amor’s responsive type ramp was grounded in accessibility, rhythm, and brand voice. From Kay to Jared to Zales, every word was designed to feel on-brand, legible, and emotionally precise across screens and contexts.
The system used Open Sans in regular and bold, chosen for clarity, warmth, and cross-platform reliability. We defined a consistent ramp for mobile and desktop, scaling size and line height with attention to rhythm and tone. Body text started at 16px with line height between 1.4–1.6, bold applied for emphasis, with headers adapting dynamically.
Each type style flexed by brand. Romantic for Kay, elevated for Jared, restrained for Zales. The shared structure held everything consistent, giving every brand its own voice without requiring multiple type frameworks to maintain.
Client
Signet Jewelers
Contribution
Type System Design Responsive Typography UI Composition Accessibility Standards
Framework
Figma Amor Design System Modular Type Scale WCAG AA+ Testing
Results
Built a flexible, accessible type system that balanced brand voice and clarity.
