Denim City AMS — Typography

01

Font families

Topol Bold — structural font

Denim
City

Narrow, heavy, confident. Designed by Filip Matejicek. Used for wordmark, homepage headlines, statistics, and page titles. Only Bold is available — hierarchy is created through size and case, never weight variation.

700 Bold — only available weight

Apercu Pro — reading font

The only denim
laundry lab in
the Netherlands

The reading font. Web adaptation added for legibility at small sizes. Used for body text, intro text, card descriptions, and the italic/bold mix in editorial streamers.

400 Regular

700 Bold

400 Italic

700 Bold Italic — streamer only

Apercu Mono — information font

EDUCATION
EXPLORE
12 APR

Mono-spaced, precise, functional. Used for category labels, metadata, navigation, and vertical spatial labels. Always uppercase. Always tracked out (+0.08em minimum).

400 Regular — only available weight

02

Type scale

--type-display

Topol Bold · 700

clamp(72–128px)

lh 0.9 · ls -0.02em

DENIM CITY

UPPERCASE

Wordmark only

Both modes

--type-headline

Topol Bold · 700

clamp(36–80px)

lh 0.9 · ls -0.01em

MAKE YOUR OWN JEANS

UPPERCASE

Homepage only

No periods

--type-numeric

Topol Bold · 700

clamp(48–96px)

lh 1.0

78%

OF VISITORS WHO FIND US, BOOK

No case rule

Homepage only

Always with label

--type-h1

Topol Bold · 700

clamp(28–48px)

lh 1.1 · ls -0.01em

WORKSHOP · EDUCATION

The denim repair workshop

Sentence case

Inner pages only

No periods

Always below UPPERCASE label

--type-h2

Topol Bold · 700

24px · lh 1.1

PROGRAMME

What you'll learn

Sentence case

Inner pages only

Always below UPPERCASE label

--type-h3

Apercu Pro Bold · 700

18px · lh 1.2

STORE

Selvedge denim origins

Sentence case

Card titles

Always below UPPERCASE label

--type-intro

Apercu Pro · 400

20px · lh 1.6

We teach the full arc: from raw fabric to finished garment. No shortcuts, no fast fashion logic.

Sentence case

Lead paragraphs

--type-body

Apercu Pro · 400

16px · lh 1.6

Classes run every Saturday morning. Bring your own denim — we work with what you have, not what we sell.

Sentence case

Dominant voice

--type-small

Apercu Pro · 400

14px · lh 1.6

Duration: 3 hours · Max 8 participants · De Hallen, Amsterdam

Sentence case

Captions, metadata

--type-label

Apercu Mono · 400

11px · ls +0.08em

Education Workshops April 2026

UPPERCASE

Navigation, labels

Both modes

--type-streamer

Apercu Pro

Bold Italic + Italic

clamp(28–56px)

INSIDE AMSTERDAM'S DENIM INNOVATION HUB WHERE MATERIAL LITERACY REPLACES SUSTAINABILITY AS THE APPETITE

UPPERCASE

Homepage only

Bold italic + Italic

Mix in one line

03

Two typographic modes

Education

Make your own jeans

A one-day workshop where you build a pair of jeans from scratch. Selvedge denim, straight leg, your measurements.

78%

Of visitors who find us, book

INSIDE AMSTERDAM'S DENIM INNOVATION HUB WHERE MATERIAL LITERACY REPLACES SUSTAINABILITY AS THE APPETITE

Typographic rules — homepage

Headlines: Topol Bold UPPERCASE Body: Apercu Pro sentence case Labels: Apercu Mono UPPERCASE Streamer: Bold Italic + Italic UPPERCASE Stats: Topol Bold + Mono label No periods after headlines

Workshops

The denim repair workshop

What you'll learn

We cover the three most common repairs: crotch blowout, knee patches, and hem redoing. You leave with the skills and the tools — not just the fixed garment.

Agenda pattern

12 Apr

Workshop

Make your own jeans

One day · Selvedge denim · De Hallen

19 Apr

Repair

Denim repair — blowout and patches

Half day · Bring your own jeans · Max 6

03 May

Talk

The history of selvedge — a conversation

Evening · Free entry · De Hallen studio

Typographic rules — inner pages

H1: Topol Bold sentence case H2/H3: Apercu Pro Bold sentence case Body: Apercu Pro sentence case Labels: Apercu Mono UPPERCASE only No streamer treatment No large numerics unless content No vertical text except wayfinding

04

Special elements

Navigation

Denim City AMS

Workshops

About

Contact

Apercu Mono UPPERCASE Active: → prefix in AMS Red Fixed top · 56px height 1px border bottom

Vertical label — homepage grid only

Explore

Education

Learn the craft

From raw selvedge to finished garment — we teach the full process, no shortcuts.

Apercu Mono UPPERCASE Rotated 90° CCW Homepage grid cells only

Logo — color rules

On pink background

DENIM
CITY AMS

On dark blue background

DENIM
CITY AMS

DENIM CITY — always DC Blue or white AMS — always AMS Red, never blue No distortion, no periods

05

Mode comparison

Headline

Topol Bold · UPPERCASE · large

Topol Bold · Sentence case · --type-h1

Subhead

—

Apercu Pro Bold · Sentence case

Body

Apercu Pro Regular · Sentence case

Streamer

Apercu Pro Bold Italic + Italic · UPPERCASE

Not used

Statistics

Topol Bold · very large + Mono label

Only when content demands it

Label

Apercu Mono · UPPERCASE · above headline

Apercu Mono · UPPERCASE · genuine metadata only

Vertical text

Apercu Mono · UPPERCASE · left edge of cell

Navigation wayfinding only

Lowercase

Body text only — intentional bridge to inner pages

Dominant — sentence case throughout

06

Color in typography

Surface: DC Pink #FFE0DB

MAKE YOUR
OWN JEANS

A one-day workshop. Selvedge denim, straight leg, your measurements.

→ Book workshop

Surface: Indigo Black #101A38

DENIM
CITY AMS

Connecting the next generation with the forefront of the denim world.

→ Learn more

Color rules

Text on pink

Always DC Blue (#0000A5). AMS Red for emphasis max once per block.

Text on Indigo Black

Always white (#FFFFFF). AMS in accent red. Never blue text on dark.

AMS Red

Location identifier. Active states. One emphasis per block maximum.

07

In practice

Card — homepage grid cell

Education

Make your own jeans

A one-day workshop where you build a pair of jeans from scratch.

→ Book

Store

Selvedge collection

Start-up and established brands. The only denim store with a true focus.

→ Explore

Lab

Laundry lab

The only denim laundry lab in the Netherlands. Test, wash, experiment.

→ Visit

Inner page — article header

Workshop · Education

The denim repair workshop

We cover the three most common repairs: crotch blowout, knee patches, and hem redoing. You leave with the skills and the tools.

What you'll learn

Classes run every Saturday morning. Bring your own denim — we work with what you have, not what we sell. Duration: 3 hours. Max 8 participants.

Institutional block — Indigo Black (#101A38) diap

Wordmark on Indigo Black

Denim
City AMS

Topol Bold white + Apercu Mono AMS Red

White type on Indigo Black

The only denim innovation hub in Amsterdam

Connecting the next generation with the forefront of the denim world towards a brighter blue.

→ Visit De Hallen

Background

Indigo Black #101A38

All text

White #FFFFFF — never blue on dark

AMS / emphasis

AMS Red #FF2B2B — always

AMS font

Apercu Mono — thinner than Topol Bold

08

Homepage grid — live example

Corrected reconstruction of the homepage explore section — periods removed from all headlines

Explore

The store

Strictly offline

→ Explore the store

Photo — De Hallen

Education

Make your
own jeans

90%

Of visitors who find us, book

Five days, your own hands, one pair of jeans.

→ All courses

Photo — Workshop

01

Lab & Atelier

The lab

The only denim laundry lab in the Netherlands.

Wash Laser Ozone

→ The lab

Photo — Team

Collaborate

Work
with us

Brands, students, researchers. The lab and the knowledge are here. Bring your question.

→ Collaborate

Tours

"After this tour, denim will never be the same again."

→ Book commercial

→ Book educational

Corrections applied:

THE STORE → no period

MAKE YOUR OWN JEANS → no period

THE LAB → no period

WORK WITH US → no period

Strictly offline → no period