Skip to page content

Primary typeface

Helvetica Neue LT Pro

The primary brand typeface (also known as a font) that we use in materials to promote Kent Fire and Rescue Service is Helvetica Neue LT Pro.

Use either the primary or secondary font types, not both at the same time. Only use the typefaces detailed in this document.

For ease, we’ve selected a few weights on this page to show how the primary typeface can be used. However, you don’t need to use the examples referenced.

Helvetica font
Primary Typeface
Helvetica font - light
Helvetica Neue - 45 Light
Helvetica font - medium
Helvetica Neue - 65 Medium
Helvetica font - bold
Helvetica Neue - 75 Bold
Helvetica font - black
Helvetica Neue - 95 Black

Secondary typeface


Our secondary brand typeface is Arial. This is used for internal communications, documents and emails. It can also be used for promotional materials if Helvetica Neue LT Pro is not available.

Do not use both fonts simultaneously in the same document or content.

See example below demonstrating weights and usage.

Arial Font - Main
Arial Font - Regular
Arial Regular
Arial Font - Italic
Arial Italic
Arial Font - Bold
Arial Bold
Arial Font - Black
Arial Black

Our digital typeface is Open Sans

On some occasions, the primary and secondary fonts will not be available for online use due to licensing or compliance considerations. In these cases, the open source* font Open Sans should be used.

Open Sans is also designed as a ‘digital first’ font, which means it is better suited to display on a screen or projector than traditional fonts that were designed to be printed out.

*Free software available to download for public or business use.


Open Sans Font - Main
Open Sans Font - Regular
Open Sans - Regular
Open Sans Font - Italic
Open Sans - Regular Italic
Open Sans Font - Bold
Open Sans - Bold
Open Sans Font - Extra Bold
Open Sans - Extra Bold

Typography dos and don’ts

Below you will find guidance on how to correctly layout and display your written content.

The information here is shown in Arial font, as this is what you will use for emails and documents.

By having what is known as a typographic hierarchy with different settings for different sections (Headlines, Standfirst, Subheadings and Body copy) it will also make your content a lot easier to read.

Kent Fire & Rescue how to and not to use text

Below provides further guidance on the correct use of typography to ensure your content is easy to read.

KRFS - how read headings should look
  • Use red sparingly for headings, subheadings and pull quotes.
Red body copy example
  • Don’t use it for long sections of body copy.
Body copy example
  • Set body copy in black or off‑black. Off black is more legible than using full black text in long passages of copy
Red body copy on black background example
  • Don’t use black on red for body copy, as it’s difficult to read.
White body copy on red background example
  • Avoid long sections of white on red as it can be difficult to read. As a general rule of thumb try to keep the amount of text to no more than a paragraph.
Grey body copy on yellow background example
  • Don’t use grey on black, red or yellow backgrounds.
Grey body copy on white background example
  • Grey on a white background can be used for headings, subheadings and standfirsts.