Setting Typography Standards Across White House Video Products
2024
The White House Office of Digital Strategy includes a 7+ person team of talented video producers, editors, videographers, and directors. The team has access to 3 brand fonts — Decimal, Mercury, and Ringside. Each is ideal for different video types and tones. After an extensive audit of all video products from 2021–2024, I worked closely with the Director of Video to figure out what was working and what needed to change. We developed typography standards and templates for each font family across all titles, subtitles, captions, and lower thirds — increasing team efficiency and ensuring cohesive typography across all 2024 White House video products.
Standards for each font family are noted below.
Font Family: Decimal
Tone: Energetic, Conversational, Plainspoken, Direct
Font Family: Mercury
Tone: Institutional, Ceremonial, Tributary
Font Family: Ringside
Tone: Bold, Promotable, Trailblazing
All video captured, produced, and edited by The White House Office of Digital Strategy Video Team.
Special thanks to Melanie Duran for her partnership and production on all motion graphic templates.