Our logotype has been carefully crafted using characters from the Cormorant and Reddit Sans font families. In order to ensure brand style consistency, and increased brand recognition, use the fonts from the Cormorant and Reddit Sans font family for all our official and public-facing materials.
The complete Cormorant and Reddit Sans font families are both quite large, including several different weights, as well as a full complement of international characters. They are freely downloadable from the Google Fonts Library, at:
Main headings should use Cormorant Bold. For smaller headings use Reddit Sans in any weight above Regular. For body text, use Reddit Sans Light or Regular.
Heavier Reddit Sans weights, such as Medium, SemiBold, Bold and Extra Bold can be used as needed for text elements that require special treatment, such as buttons, captions, text pull-outs and table headings.
Both fonts have been designed with excellent default leading and tracking that ensure maximum readability — so no manual adjustments should be needed, unless using the fonts at extremely large sizes, or for specific type effects.
We encourage you to use the major third typographic scale when choosing font sizes for elements on your designs. This means that once you've picked your base size — i.e., the size of your body text — you should increase or decrease the next level of text by a factor of 1.25.
Primary Heading, level 1
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Major heading, level 2
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Content subdivision, heading level 3
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Minor content sub-level, heading level 5
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Content block marker, heading level 6
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Body text lorem ipsum dolor sit amet consectetur adipiscing elit. Quisque faucibus ex sapien vitae pellentesque sem placerat. In id cursus mi pretium tellus duis convallis. Tempus leo eu aenean sed diam urna tempor. Pulvinar vivamus fringilla lacus nec metus bibendum egestas. Iaculis massa nisl malesuada lacinia integer nunc posuere. Ut hendrerit semper vel class aptent taciti sociosqu. Ad litora torquent per conubia nostra inceptos himenaeos.
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Our Voice
High-end, Unique & Warm
When writing for Karem Photography, the tone of the copy should be tastefully articulate and visually evocative. Aim to embody a style that reflects the highly aesthetic and artistic philosophy of the brand. Whatever the message, it is important to always craft our content to ensure we convey our 3 core values of being high-end, unique and warm.
Informal Tone
Aim for a friendly, casual, and accessible style that makes potential clients feel like they're chatting with an old friend. This approach can help demystify the technical aspects of professional photography, and help our targets overcome fears of being portrayed as unappealing.
Conversational and Casual: Write as if you're having a conversation over coffee. Use contractions, avoid passive voice, and choose colloquial language that feels natural and easy. Keep sentences short and punchy.
Personable and Relatable: Inject personal anecdotes or small stories about clients’ experiences and the joy they find in capturing beautiful moments. Add a layer of relatability and help our target audience feel a connection.
Direct and Clear: Even with a casual style, it’s important to be straightforward about key information. Ensure that details about our services, booking, and pricing are always easy to understand and find.
Formal Tone
When adopting a formal tone for Karem Photography, it's essential to focus on sophistication, precision, and beauty. This tone conveys the brand’s professionalism and artistic expertise, appealing to clients who value high-quality, refined visual storytelling.
Elegant and Refined: Use language that mirrors the quality and sophistication of the brand’s work. Opt for polished, articulate words that enhance the perceived value of the services offered.
Clear and Concise: In a formal setting, clarity is always paramount. Use complete sentences, but avoid overly complex sentence structures. Precision in language reflects precision in work.
Respectful and Professional: Address potential clients with respect, using formal greetings and proper titles where appropriate. This sets a tone of mutual respect and professionalism. Avoid contractions, and use passive voice if necessary.