Neue Haas Grotesk carries the brand. ITC Avant Garde holds the wordmark. This page proposes a third — a display italic — used only for slogans, merchandise, and the agency's editorial moments. Limited rights, limited use, big presence.
The current system is calm and disciplined — perfect for sales reports, newsletters, line sheets. But the same neutrality that makes it work for spreadsheets makes it polite on a t-shirt. A printed slogan needs warmth, voice, ink. A display italic adds that, without disturbing the rest of the system.
Display only. Slogans, merch, end-pages of the season report, the occasional editorial pull-quote. Never UI. Never body.
Italic by default. Used > 24 px only. Never mixed inside a paragraph of Neue Haas — kept on its own line.
If a designer reaches for it more than once a month outside of merch / show material, the rule is being abused.
All four shown in italic, with a real Melagence slogan and a small-text test for descenders, accents and apostrophes. Approximate proxies are used to render the page — the production buys are listed under each.
Set in the recommended pairing — Newsreader as a stand-in for PP Editorial New, with Neue Haas Grotesk for everything around it. All slogans pulled from the existing Melagence vocabulary.
The rule of thumb is that nothing changes about Neue Haas — it still does 95 % of the work. The new face is reserved for moments where the brand wants to feel like something, not just say something.
| Role | Typeface | Notes |
|---|---|---|
| Wordmark | ITC Avant Garde Medium | Unchanged. Wordmark only — never used as text. |
| UI · body · meta | Neue Haas Grotesk · Roman / Medium | Default for everything not covered by the rules below. |
| Slogans · merch | PP Editorial New · Italic only | Caps, tees, totes, hang-tags, show-passes, season-report covers, large editorial pull-quotes. |
| Inline emphasis | Neue Haas Italic | For italics inside a paragraph of body text. Editorial italic never mixes inside running copy. |
| Minimum size | Editorial · ≥ 24 px | Below this, contrast collapses and it just looks like a serif by accident. |
Of the four candidates, PP Editorial New is the right answer for Melagence — and not because it's the most expensive option. It's the one that fits the slogans you actually write.
Your vocabulary is funny, insider, slightly self-aware: "ciao, amo", "Order Whisperer", "Buying is my cardio". That tone needs an italic that's confident enough to carry the joke but precise enough to belong to a sales agency. Freight is too soft and too widely used; Sectra is sharper but feels editorial in a heavier, more luxury way; Neue Haas Italic is invisible.
Editorial New's high contrast and slightly art-directed italic carry both registers — the dry office line and the showroom slang. It pairs cleanly with Neue Haas, sits a clear half-step away from it, and at this volume the licensing is genuinely affordable.
assets/fonts/ for a final round of comparison before committing.