Typography

Typography Overview

Typography should feel like the Gold Coast itself: open, optimistic, energetic and easy to connect with. It should welcome people in, move information forward and feel confident without feeling exclusive or busy.

Optimistic

Energetic

Friendly

Principles

Welcoming first
Type should never feel closed off, technical for the sake of it, or hard to enter. It should be clear, readable and human.
Positive and forward-moving
Our typography carries momentum. It should feel active, optimistic and confident, not static or overly formal.
Ambitious sans ego
We use scale and contrast boldly, but never in a way that feels arrogant, luxurious-for-luxury’s-sake, or corporate and cold.
Clear over clever
Hierarchy, spacing and readability matter more than decorative moves. If the message is strong, the typography does the job.
Built for change
Our system needs to flex across reports, campaigns, partner materials, presentations, environmental graphics and digital content while still feeling recognisably Gold Coast.

Primary Typeface

GoldCoaster is a custom san-serif typeface designed to represent the playfulness and unpretentiousness of the Gold Coast while paying homage to the rich typographic history of our motels, holiday apartment blocks and the small businesses this city was built on. Its boldness and playfulness allows it to perform in all contexts, adapting to the seriousness of the conversation, while being expressive enough to hold its own.

The type family is made up of three core styles: GoldCoaster Display, GoldCoaster Text Bold and GoldCoaster Text Regular. Together, they create a flexible system that can move between expression and utility while staying recognisably Gold Coast.

GoldCoaster Display

GoldCoaster Display is the most expressive voice in the type family. It is used for headlines, hero messages, large numbers and high-impact brand moments. Bold, optimistic and full of personality, it brings energy and confidence to the brand without feeling polished or exclusive.

GoldCoaster Text Bold

GoldCoaster Text Bold is used to create emphasis, structure and hierarchy. It works well for subheadings, callouts, labels and short supporting statements. Carrying with it some of the unique quirks of the display font, Bold helps information feel clear and organised.

GoldCoaster Text Regular

GoldCoaster Text Regular is the workhorse of the family. It is used for body copy, captions and longer-form reading. Clear, grounded and easy to read, it brings consistency to the system and ensures the brand remains accessible across more detailed content.

Typeface features

The typeface includes custom details that give it a distinctive Gold Coast character. It features a tall x-height, unique pinching connection points, angled stems and a unique blend of sharp and rounded shapes to help it feel confident, optimistic and easy to connect with across both expressive and practical applications.

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Fractions
The dynamic fractions feature automatically substitutes typed fractions for pre-built ones.
5:00am
Contextual Alternates
Contextual alternates intelligently substitutes characters or applies ligatures to them depending on context. For example, when a colon is placed between numbers for time of day, it bumps into a mid-height placement.
(Fun)
Hairline Punctuation
Provides finer punctuation marks for more considered typography, especially in larger settings or more refined layouts.
GoldCoaster
GoldCoaster wordmark
The wordmark is baked into the typeface. Open the glyphs panel to find the workmark.
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Accent support
The family supports common accents and additional characters for common language support.
← →
Arrows
A custom range of arrows in all weights for consistency.

Secondary Typeface

P22 Mackinac is our secondary typeface. It is used sparingly as a serif alternative when a piece needs a different tone, a more editorial feel, or a touch of contrast against the primary type system.

It should never compete with the GoldCoaster family or replace it as the main brand voice. Instead, it is used selectively to add texture, warmth or a more literary feel in the right contexts.

Secondary font usage

Pull quotes
Use to break up long-form content and give featured statements a distinct, human voice.
Editorial moments
Use in storytelling or features to add a layer of warmth and a more literary feel.
Stand-firsts
Use to frame the beginning of a section and add immediate contrast to the main content.
Occasional emphasis
Use selectively when a sudden shift in serif voice is needed to highlight a specific thought.

Modular Scaling

Our type scale is a system of “proportions” rather than just a list of random sizes.

The base measurement is called an em. Our type scale is built on a simple rule: 1em = 16pt.

All other sizes are scaled up or down from that. For example, 2em is twice as large, and 0.5em is half the size.

By using this scale, we ensure that whether you are designing a social media tile or a massive billboard, the relationship between our headlines, subheadings, and body text always stays perfectly in proportion. It creates a visual rhythm that feels intentional, professional, and on-brand.

font-family:GoldCoaster
font-weight:Display
font-size:7em–12em
line-height:100%
letter-spacing:0%
Oversized
font-family:GoldCoaster
font-weight:Display
font-size:5em–7em
line-height:100%
letter-spacing:0%
is-h1
font-family:GoldCoaster
font-weight:Display
font-size:3em
line-height:100%
letter-spacing:0%
is-h2
font-family:GoldCoaster
font-weight:Display
font-size:2.5em
line-height:100%
letter-spacing:0%
is-h3
font-family:GoldCoaster
font-weight:Bold
font-size:2em
line-height:100% – 120%
letter-spacing:-5% – 0%
is-h4
font-family:GoldCoaster
font-weight:Bold
font-size:1.5em
line-height:100% – 120%
letter-spacing:-5% – 0%
is-h5
font-family:GoldCoaster
font-weight:Bold
font-size:1em
line-height:100% – 120%
letter-spacing:-5% – 0%
is-h6
font-family:GoldCoaster
font-weight:Text
font-size:2em
line-height:100% – 150%
letter-spacing:-5% – 0%
is-txt-xl
font-family:GoldCoaster
font-weight:Text
font-size:1.5em
line-height:100% – 150%
letter-spacing:-5% – 0%
is-txt-l
font-family:GoldCoaster
font-weight:Text
font-size:1em
line-height:100% – 150%
letter-spacing:-5% – 0%
is-txt-m
font-family:GoldCoaster
font-weight:Text
font-size:0.9em
line-height:100% – 150%
letter-spacing:-5% – 0%
is-txt-s
font-family:GoldCoaster
font-weight:Text
font-size:0.7em
line-height:100% – 150%
letter-spacing:-5% – 0%
is-txt-xs
font-family:P22 Mackinac Pro
font-weight:Body
font-size:2em
line-height:100% – 120%
letter-spacing:-5% – 0%
is-alt-xl
font-family:P22 Mackinac Pro
font-weight:Body
font-size:1.5em
line-height:100% – 120%
letter-spacing:-5% – 0%
is-alt-l
font-family:P22 Mackinac Pro
font-weight:Body
font-size:1em
line-height:100% – 120%
letter-spacing:-5% – 0%
is-alt
font-family:P22 Mackinac Pro
font-weight:Body
font-size:0.9em
line-height:100% – 120%
letter-spacing:-5% – 0%
is-alt-s
font-family:P22 Mackinac Pro
font-weight:Body
font-size:0.7em
line-height:100% – 120%
letter-spacing:-5% – 0%
is-alt-xs

Leading
Leading, also known as line height, is the space between each line of text. Leading should vary depending on the size of the typography. Aim for a value between 85% and 120% of the type size. Larger headlines use a lower values, while body text uses higher values.
Tracking
Tracking is the spacing between all glyphs in a string of text. Aim for a value between -3% and 0% (-30 and 0 in Adobe software). Tracking may be adjusted beyond 0% to improve legibility at smaller sizes.
Kerning
Kerning is the space between a given two glyphs. Kerning pairs have already been established and tested by the typeface designer, so manual adjustment is usually not necessary. Manual kerning adjustment may be useful in instances where type is set very large, and so the distance between letterforms requires tweaking.
Hierarchy
Hierarchy is the relationship between type sizes in a composition and the flow of information. Aim for high contrast between text sizes across hierarchy levels. The higher the contrast, the clearer the levels of hierarchy will be.

Scale Guidance

Use only sizes from the approved scale.
If a size isn’t on the scale, it needs a clear reason.
Use fewer sizes per layout, not more.
Contrast should come from clear jumps, not tiny differences.

Grid & Spacing

To maintain a sense of energy and order, our layout is built on a disciplined 0.5em (8pt) grid system.

This overarching rule ensures that every typographic element—from line-height and paragraph spacing to margins and gutters—aligns to a consistent vertical and horizontal rhythm. By anchoring our design to this grid, we create a sense of structural integrity that allows our bold typography to feel intentional and grounded, ensuring that even our most ambitious layouts remain clean, professional, and easy to navigate.

Practical Guide

WORKING RULES

Display: tighter leading for energy and impact. Keep tracking at 0.

Text: Smaller text to open up leading (120%–150%) and tracking (0). Larger text can have tighter leading (100%) and tighter tracking (-2%–-5%).

Whatever it is,
it can be better.

Headline is 4x body size
Body copy is 16px (1em)
Get it on the grid
Line-height, paragraph spacing, margins and layout spacing should resolve to a 4pt grid.
Headline is 4x body size
Body copy is 16px (1em)
Consistent sizing and spacing
Use the typography scale system and approved scales for spacing values.
This statement works by itself
The story
Your outlook, your health, your career, your investment, your family, your conference, your weekend, your art, the weather, the commute, that impossible thing, whatever it is, can be better. On the Gold Coast, you are welcome to change anything.
Use space as a guiding principle
Let spacing create hierarchy before adding extra styling. Group related text tightly and separate different content clearly.
The story
Your outlook, your health, your career, your investment, your family, your conference, your weekend, your art, the weather, the commute, that impossible thing, whatever it is, can be better. On the Gold Coast, you are welcome to change anything.
Less is more
Fewer sizes, fewer groups of text is always easier to read. Sometimes everything in a single size (including a heading) is easier to consume.

Hierarchy

Our hierarchy should feel confident, simple and easy to digest. It should make it clear what to look at first, what supports it, and what can be read in detail. We use clear differences in scale, supported by weight and spacing, to guide the reader through the content.

Each layout should have one clear entry point and a logical flow, without competing elements. The result is typography that feels direct, easy to navigate and effortless to understand.

It’s better
Your outlook, your health, your career, your investment, your family, your conference, your weekend, your art, the weather, the commute, that impossible thing, whatever it is, can be better. On the Gold Coast, you are welcome to change anything.
One idea leads
Each page, screen or spread should have one obvious entry point.
It’s better
The story
Your outlook, your health, your career, your investment, your family, your conference, your weekend, your art, the weather, the commute, that impossible thing, whatever it is, can be better. On the Gold Coast, you are welcome to change anything.
No more than three active levels at once
In most layouts, keep it to: one primary heading, one secondary level, one body level
Level 1
Level 2
Level 2 continued. Your outlook, your health, your career, your investment, your family, your conference, your weekend, your art, the weather, the commute, that impossible thing, whatever it is, can be better. On the Gold Coast, you are welcome to change anything.
Use scale to group information, use weight for flow
Create hierarchy mainly through scale. Use weight to support, not replace, hierarchy.
Section one
The story
Body copy. Your outlook, your health, your career, your investment, your family, your conference, your weekend, your art, the weather, the commute, that impossible thing, whatever it is, can be better. On the Gold Coast, you are welcome to change anything.
Keep reading patterns consistent
If a report uses one heading structure, keep it consistent across the whole document.

Case

Sentence case
The default for most communication.
Title Case
Use sparingly for named initiatives or campaign titles where it suits the composition.
ALL CAPS
Use sparingly if all else fails.

Alignment

Left align by default
Centered
Use centred type only for specific moments such as covers, title cards or formal hero compositions.
Right or justified
Avoid unless intentional

Typeface

Use GoldCoaster Display when:
the message needs energy; the title needs to carry the page; a stat or statement is the hero; you want an unmistakable brand moment
Use GoldCoaster Text Bold when:
content needs structure; you’re introducing sections; a label or number needs emphasis; data needs quick scanning
Use GoldCoaster Text Regular when:
people need to read comfortably; content is longer than a sentence or two; you’re explaining, clarifying or supporting

Application by context

The brand has 2 typographic modes: Expressive & systematic. These can coexist but with reasoning and consistency.

Campaigns and brand moments

Lead with GoldCoaster Display. Keep the message short. Let scale do the work.