Baikal — Weight Axis
Create Advertising
The craft behind the frame
The craft behind the frame
The craft behind the frame
The craft behind the frame
The craft behind the frame
Baikal — Width Axis
Condensed — font-stretch: 75%
Create Advertising — Motion & Visual Effects
Normal — font-stretch: 100%
Create Advertising — Motion & Visual Effects
Expanded — font-stretch: 150%
Create Advertising — Motion & Visual Effects
Type Hierarchy Recommended — subject to refinement
| Level | Live Sample | Specs |
| H1 | Create | 48px / 600 / lh 1.1 Page titles |
| H2 | Section Header | 32px / 600 / lh 1.2 Section headers |
| H3 | Sub-Header | 24px / 600 / lh 1.3 Sub-headers |
| H4 | Card Title | 18px / 600 / lh 1.4 Card titles |
| H5 | Label Text | 14px / 600 / lh 1.5 Labels |
| H6 | Overline / Metadata | 11px / 600 / lh 1.5 Overlines, metadata |
| Body | The work is the proof. Every frame, every cut, every detail — intentional. | 14px / 400 / lh 1.7 Paragraph text |
| Caption | Supporting text — figure captions, image descriptions, supplementary notes. | 11px / 400 / lh 1.5 Supporting text |
| Mono | font-size: 13px; font-weight: 400; | 13px / 400 / lh 1.5 Code, data (JetBrains Mono) |
Usage Notes
Baikal is Create Advertising's primary typeface for both display and body copy. It is a variable font supporting a wide weight range (100–900) and a width axis (condensed through expanded). JetBrains Mono serves as the monospace companion for data, code, and metadata contexts.
Bold heading
Light body copy that lets the heading breathe and establishes clear hierarchy through weight contrast alone.
Use weight contrast to create hierarchy
Expanded heading
Condensed body — use the font's built-in width axis.
Use the variable font's width axis for width variation
Heading
Sub-heading
Body text
Caption
Don't use more than 2–3 weights on a single page
Manually stretched
Manually compressed
Don't stretch or compress text manually via CSS transforms
Key guidelines
- — Baikal is the primary display and body typeface. Use it for all brand communications.
- — The static Expanded files (Light 300, Medium 500, SemiBold 600, Bold 700) are provided for environments where variable font support is unavailable. Prefer the variable font for all digital contexts.
- — JetBrains Mono is the designated monospace companion — use it for code snippets, timestamps, data labels, and version strings.
-
—
Do not apply
transform: scaleX()to create width variation — usefont-stretchinstead. -
—
Do not apply faux bold via
-webkit-text-strokeor text shadow — let the font's weight axis handle it.
Downloads
Variable Font — Recommended for digital use
Baikal Variable Font (VAR-VF.woff2)
Static Expanded Weights