Fresh, clear, crisp and modern, our font - Gotham - captures Midea’s essence in every word. The four font weights varying from Light to DemiBold, create a contrast that gives flexibility and clear text hierarchy in communication materials.

Clear and clean with a light touch - the lighter font weight gives contrast that adds refined sophistication to our communication materials for a sleek and elegant feel.

The interaction between the different font weights creates a clear text hierarchy between our headline and sub-headline.

Headline, sub-headline principles

The font weight used for headline is Gotham Book, while Gotham Light is used for sub-headline. This creates a clear hierarchy and contrast between the information.

The sub-headline can only be positioned at the top or bottom of the headline.

Headline and body copy principles

To create cleaner, more spacious communications, follow the typography principles below:

Headline and bulletpoints typesetting

Bulletpoints are used to communicate additional information in various applications. It is used to convey clear, concise and direct information to our audience.

Gotham supports 564 languages including Afrikaans, Albanian, Alsatian, Azerbaijani, Basque, Belarusian, Bosnian, Breton, Bulgarian, Catalan, Cebuano, Corsican, Croatian, Czech, Danish, Dutch, English, Estonian, Faroese, Fijian, Filipino, Finnish, French, Frisian, Friulian, Galician, German, Greek, Hungarian, Icelandic, Indonesian, Irish, Italian, Kazakh, Kurdish, Kyrgyz, Oromo, Latvian, Lithuanian, Luxembourgeois, Malagasy, Malay, Maltese, Norwegian, Polish, Portuguese, Romanian, Russian, Sardinian, Scots Gaelic, Serbian, Slovak, Slovene, Spanish, Swahili, Swedish, Tagalog, Turkish, Turkmen, Ukrainian, Uzbek, Welsh, and Zulu.

Today’s Gothams can render not only the major Balto-Slavic languages (Russian, Ukrainian, Serbian, Belarusian, Bulgarian and Macedonian), but also many of the more widely-spoken and under-served languages of Asia, from Abaza (48,000 speakers) to Uzbek (27 million.) .

Note:

Gotham font does not support languages that use non-Latin scripts such as Chinese, Japanese, Korean (CJK), Arabic, Hebrew, Indic scripts (e.g., Hindi, Bengali, Tamil), and Southeast Asian scripts like Burmese, Khmer, and Lao.

For these languages, our system default font - Noto Sans is a suitable alternative font that provides comprehensive support across all these scripts.

When Gotham fonts are not applicable and/or able to be embedded into the applications on different channels (such as Microsoft software, email signatures, website, etc), an alternative system default sans-serif fonts may be used instead. 

In this situation, Noto Sans is recommended as it is neutral and available in multiple languages. Highly adaptable and retains consistency across different looks for bilingual applications.

Note:

When designing high profile, high impact communications, Gotham is always used.