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Ash pairs a warm classical serif for expressive, human moments with Inter for everything functional. The serif is the brand’s voice; the sans is its workhorse.

The pairing

  • Serif (display) — the Ash wordmark and large emotional headlines. Warm, literary, book-like; it’s what makes Ash feel like a companion rather than a tool.
  • Inter (working sans) — UI, body copy, labels, and buttons.
Type specimen slide: Libertinus Serif 'Aa' at display size

Libertinus Serif — the brand's voice. One weight: Regular.

Type specimen slide: Inter 'Aa' at display size with its three weights

Inter — the workhorse, in Regular, Medium, and Semi Bold.

Brand Book type specs predate the current tokens. The live type system is Sundial’s — see Typography for the exact 15-token scale (Libertinus Serif display + Inter, including the unusual 425 body weight).

Principles

  • Contrast through weight and color, not many sizes — see the typography craft rules.
  • Use the serif sparingly, for moments that deserve a human voice. Don’t set UI chrome in it.
  • Constrained scale only — choose from the system; never a hand-picked size.

The hierarchy in practice

Treatment slide: 'Where messy minds come to unwind.' headline over body and subtext levels, with weight and size specs

The book's treatment page: headline, body, and subtext working together in Inter — real product copy, not filler.