design.vecreal.com / workshop / Landing title treatment
Brand reference · workshop · 2026-05-13
Landing title · typography in relation to the locked wordmark
With the wordmark now Bold 700 / -0.04em (rev-10–12), the H1 tagline (currently Bold 700 / -0.03em, regular Inter) sits at almost the same typographic register as the wordmark. Same weight, same color, same clay-accent strategy. The wordmark is structurally differentiated by the V + dot, but typographically they rhyme. This workshop asks whether the system reads as coherent or too-close, and explores two levers of separation: matched tracking (-0.04em on the tagline) and Inter Display (optical-size variant designed for 32px+ usage).
Variants under comparison
A · current benchmark — regular Inter (opsz 14), letter-spacing -0.03em.
What's live on vecreal.com today.
B · match wordmark tracking — regular Inter (opsz 14), letter-spacing
-0.04em. Tightens tagline to match the wordmark's tracking. Smallest change. Sells the
rhyme as one system rather than two near-identical attempts.
C · Inter Display — Display optical-size (opsz 32), letter-spacing
-0.03em. Display variant uses tighter spacing, taller x-height proportion, sharper terminals
— designed for headline use. Separates wordmark (text-grade) from tagline (display-grade) typographically,
not just by size. Current tracking preserved.
D · Inter Display + matched tracking — Display optical-size (opsz 32),
letter-spacing -0.04em. Both levers applied. Tightest visual coherence with the wordmark's
own tightness, plus the typographic separation of optical-size differentiation.
Constant across all tiles:
wordmark identical (Inter 700, opsz 14, -0.04em, locked rev-12 V/dot), tagline weight 700, color
#f7f8f8, "Intelligence" in clay-bright #C68070, line-height 1.07.
Section 1 · Hero composition — wordmark + tagline + subtitle
Each tile reproduces the landing-page hero relationship at compressed scale: wordmark in mast position, tagline below, subtitle for sibling context, drafting grid behind. The wordmark in every tile is identical — the only variable is the tagline.
A · current
ecrealInstitutional Intelligence for general contractors.
Vertical AI for construction. Project- and corporate-level intelligence.
B · match tracking
ecrealInstitutional Intelligence for general contractors.
Vertical AI for construction. Project- and corporate-level intelligence.
C · Inter Display
ecrealInstitutional Intelligence for general contractors.
Vertical AI for construction. Project- and corporate-level intelligence.
D · Display + match
ecrealInstitutional Intelligence for general contractors.
Vertical AI for construction. Project- and corporate-level intelligence.
Section 2 · Tagline only at near-live scale (64px)
Strip away wordmark, subtitle, drafting grid. Just the tagline. Useful for evaluating optical-size and tracking differences without distraction. Inter Display variants will look subtly tighter and sharper than regular Inter at this size; matched tracking will pull each letter slightly closer.
A · current
Institutional Intelligence for general contractors.
B · match tracking
Institutional Intelligence for general contractors.
C · Inter Display
Institutional Intelligence for general contractors.
D · Display + match
Institutional Intelligence for general contractors.
A vs C — optical-size only. Display has subtly different letter shapes — tighter spacing baked in, taller x-height proportion at display sizes, sharper terminals. Look at the "n" stems, "t" cross-bar, and "g" descender. C should read as a slightly more refined display register than A.
C vs D — adding tracking on top of Display. D is the most differentiated from regular Inter; both levers stacked. Risk: too much compression on already-tight Display.
Hero context (Section 1): the wordmark in every tile is the same. Look at how the tagline sits below it — does the typographic transition feel coherent (sibling), or is there a register break (parent/child)?
Decision matrix
| Variant | Font | opsz | letter-spacing | Read (relative to wordmark) |
|---|---|---|---|---|
| A · current | Inter | 14 | -0.03em | shared weight + accent strategy; differs only in size + clay-V/dot structure |
| B · match tracking | Inter | 14 | -0.04em | same typographic system, deliberately of-a-piece — sibling read |
| C · Inter Display | Inter Display | 32 | -0.03em | typographic register break — wordmark is text-grade, tagline is display-grade |
| D · Display + match | Inter Display | 32 | -0.04em | maximum coherence with wordmark tightness + optical-size differentiation |
Pick A (keep current), B (match tracking), C (Display only), or D (Display + match).
Once you call it I'll update marketing/landing/index.html (font URL if Inter Display
needed + .tagline rules) and propagate the decision into design-tokens.json
+ reference-design-system.html + a CHANGELOG entry. Workshop file moves to
workshop/archive/ on lock.
Trade-off lens:
· A — zero change; accepts the rhyme as institutional consistency
· B — minimum-risk system unification; 1-line CSS change; ships fastest
· C — adds Inter Display to the font stack (one variable-font URL request); typographic system gains a Text/Display distinction that scales beyond just the tagline (could be used on other display-size text in product UI later)
· D — maximum differentiation; same trade-offs as C plus the system-unification of B
Vecreal · brand workshop · 2026-05-13 · landing title treatment vs wordmark