The text font for all Intuit brands is Avenir Next LT Pro.
Adrian Frutiger designed Avenir (French for “future”) in 1988. Frutiger was inspired by the early geometric sans-serif typefaces Erbar (1922) and Futura (1927), and intended Avenir to be a more organic, humanist interpretation of these highly geometric types.
The font’s mission correlates with our own QuickBooks mission, providing timeless modern solutions for customers. It has accurate proportions, a large x-height and contemporary feel.
Avenir Next was designed between 2004-2007. Frutiger, along with Linotype’s in-house type designer Akira Kobayashi, reworked the Avenir family to flex for on-screen displays.
Three font weights provide maximum flexibility.
As an international company, Intuit needs a font that can support many languages. Avenir Next supports 133 languages, including Spanish, English, Portuguese, Russian, German, French, and Greek.
Arial Unicode should be used for non-Roman font needs.
It’s important to use Avenir Next LT Pro since it’s optimized for screen display and will run reliably as a text font.
- Avenir Next LT Pro shouldn’t be used any smaller than 10 pts.
- Avenir Next LT Pro is only for sub-headlines. Use Geogrotesque, our display font, for titles or headlines larger than 27 pts.
Geogrotesque is our display font for QuickBooks.
Designed by Argentinian designer Eduardo Manso in 2008, Geogrotesque characters are based in the same formal principle with its corresponding optical adjustments. Geogrotesque’s structure conveys confidence, while rounded features evoke friendliness and humanity.
It’s based on the Akzidenz-Grotesk family typeface, which was created in 1880 for cinema posters and advertisements.
Choosing Geogrotesque for QuickBooks supports our brand goal to celebrate craftsmanship and quality. It has character, is memorable, and should be used sparingly for items like badges, headlines, and large numbers.
Geogrotesque Medium is reserved for large headlines, titles, and numbers, as it can’t be used smaller than 28 pts. Use title case capitalization for all headers and titles, and avoid using it for more than three lines of text.
Geogrotesque Semibold is used for the large type in badges. Only badges use upper case, which is the only time we use this style of capitalization. (See our badge guidelines.)
Alternative typefaces are used sparingly and on a need to basis.
We use Helvetica as an alternative typeface for the web and Microsoft® applications (such as PowerPoint and Word documents) when Avenir Next LT Pro is not available. If Helvetica is not available, please use Arial. You should never have to mix Helvetica and Arial together. These fonts have a limited amount of weights compared to Avenir Next LT Pro, but we can still apply great typesetting skills to ensure all our communications are proud reflections of the QuickBooks brand.
Alternative typeface exceptions should always be approved by the brand team before implementation.
The QuickBooks brand fonts should always be used as the default typefaces for all branded materials. However, there will be exceptions where there is a need to use fonts other than Avenir Next LT Pro or Geogrotesque. These may be for a specific campaign or event. It’s important when creating a wordmark or visual element for a specific use, to make sure that the font used is distinctly different from our brand typefaces in order to keep the integrity of the QuickBooks brand font.