Brand identity
A balance of timeless elegance and modern simplicity.
Purity’s typography brings together the classic character of Palatino Linotype and the clean simplicity of Helvetica Neue.
Palatino Linotype adds warmth, elegance and personality to our headlines, while Helvetica Neue keeps supporting text clear, contemporary and easy to read. Together they create a distinctive visual expression that feels both refined and approachable.
The Smile Says Everything.
Palatino Linotype gives Purity its distinctive typographic character, bringing a touch of classic elegance and personality to our modern visual identity. We use Bold Italic for headlines and display text to create a more personal, expressive feel, almost as though speaking directly to the reader. Regular offers a more understated alternative for headlines, while Bold can be used when a stronger presence is needed. Use Italic for personal quotes to bring a softer, more individual expression.
Effortless smoothness, for every moment.
Helvetica Neue complements Palatino Linotype with a clean, modern character that brings clarity and balance to our communication. Use Regular for body text and supporting information, and Bold when emphasis is needed. Italic and Bold Italic can be used for personal quotes and selected smaller text, creating subtle variation while maintaining readability.
Palatino Linotype
Helvetica Neue
Use Palatino Linotype to give key messages character and Helvetica Neue to communicate supporting information with clarity.
Maintaining this balance across packaging, print, digital and marketing materials creates a cohesive visual identity that reflects Purity’s attention to detail. Consistent typography makes the brand more recognizable and builds familiarity over time.