Amor Typography

Type for Every Screen

Typography doesn’t just deliver content—it builds trust. In the Amor Design System, we created a responsive type ramp grounded in accessibility, rhythm, and brand voice. From Kay to Jared to Zales, every word had to feel on-brand, legible, and emotionally precise—on every screen, in every context.

Partner

Signet Jewelers

My Role

Type System Design Responsive Typography UI Composition Accessibility Standards

Built With

Figma Amor Design System Modular Type Scale WCAG AA+ Testing

Outcome

Built a flexible, accessible type system that balanced brand voice and clarity.

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, legibility, and emotional tone. • 16px min body text • Line height set 1.4–1.6 • Bold used for emphasis • Dynamic headers adapt

Typography scaled with context and stayed on-grid. We built parallel ramps for mobile and desktop headers (40/32 to 28/26) to preserve hierarchy and rhythm. The result was a responsive system that kept content readable and structured from PDPs to checkout.

Typography scaled with context and stayed on-grid. We built parallel ramps for mobile and desktop headers (40/32 to 28/26) to preserve hierarchy and rhythm. The result was a responsive system that kept content readable and structured from PDPs to checkout.

Each type style flexed by brand—romantic for Kay, elevated for Jared, restrained for Zales. The shared structure stayed consistent, letting every brand speak in its own voice—without needing a different system to do it.