The Ascentia Insure logotype uses fonts from the Montserrat font family. To maintain brand consistency and strengthen visual recognition, please use Montserrat Medium for headings and subheadings, call-to-action buttons, and any short-text element that commands focus.
For longer-length text that requires maximum readability, use fonts from the Lato family — a clean and professional typeface that pairs perfectly with Montserrat, and is suitable for body text, tables, captions, numeric charts, and any element that needs to be easy to read.
The complete Montserrat and Lato font families are both extensive, offering a wide range of weights and full international character support. You can download them freely from the Google Fonts Library at:
The Montserrat fonts are ideally suited for large headings and display text. Staying true to the Ascentia Insure logotype, our brand leans toward clear, modern typographic presentation — with section headings often set in all uppercase letters to establish hierarchy and emphasis.
Use Montserrat Medium for major headings, button labels, and minor subheadings. This weight delivers strong visual impact while maintaining an approachable tone.
For body text, use Lato Regular or Lato Light, depending on the tone and density of the content. These styles provide excellent legibility for paragraphs, descriptions, legal copy, form fields, and data-heavy content. Heavier weights like Medium, SemiBold, or Bold can be used sparingly for emphasis in captions, table headers, or metric labels.
We encourage you to use the major third typographic scale when choosing font sizes for elements on your designs. This means that once you've picked your base size — i.e., the size of your body text — you should increase or decrease the next level of text by a factor of 1.25.
Primary Heading, level 1
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Major heading, level 2
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Content subdivision, heading level 3
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Minor content sub-level, heading level 5
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Content block marker, heading level 6
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Our Voice
When writing for Ascentia Insure, the copywriter should always keep in mind that our materials should reflect our core values. Although our voice should always be trustworthy, adaptive and empowering, it can take on an informal or formal tone, depending on the target audience.
Informal Tone
An approachable, human tone helps build trust with customers and makes complex topics easier to understand. It’s ideal for customer support, onboarding materials, blog posts, and community engagement.
Use clear, conversational language that feels supportive and honest — like you’re guiding someone through something important, not selling to them. Use contractions, examples, and speak directly to your audience. Avoid technical jargon or over-complicated explanations. Empower the reader with useful insights in a friendly, confident way. Your tone should feel adaptive to their needs — listening more than lecturing, and offering clarity when it’s needed most.
Always aim to sound like a knowledgeable, trusted guide — positive, warm, and focused on helping people feel informed and capable.
Formal Tone
The formal voice of Ascentia Insure reflects authority, trust, and professionalism. It is best used in contracts, policy documentation, compliance communication, legal materials, and technical reporting.
This tone should be structured, thoughtful, and empowering. Avoid overly casual expressions. Use precise terminology that communicates expertise and care. Maintain a respectful, supportive tone that affirms the intelligence and needs of your audience. Emphasize clear reasoning and helpful information. Your goal is not just to inform, but to empower through clarity and well-organized content. Use active voice whenever possible, and keep messages focused, adaptable, and accessible without compromising professionalism.
Above all, the formal tone should instill confidence, build trust, and guide readers toward understanding with empathy and authority.