General typographical issues. (#378)

* its to it's where appropriate in creepster DESCRIPTION.en_us.html

* its to it's where appropriate in rancho description.

* its to it's where appropriate in arvo description

* its to it's where appropriate in noticiatext description

* its to it's where appropriate in gafata description

* its to it's where appropriate in CONTRIBUTING.md

CONTRIBUTING.md

@@ -26,7 +26,7 @@ If you would like to include a font family in the Google Fonts collection we'll
 * More detailed design and production details are listed in [googlefonts/gf-docs/ProjectChecklist.md](https://github.com/googlefonts/gf-docs/blob/master/ProjectChecklist.md)
 
 When your project meets these criteria, please [file an issue](https://github.com/google/fonts/issues) with a link to the source repository.
-(In the future we hope to provide guidance on making pull requests directly, but since we carefully check the technical aspects of the fonts, its better to work with us on your upstream project.)
+(In the future we hope to provide guidance on making pull requests directly, but since we carefully check the technical aspects of the fonts, it's better to work with us on your upstream project.)
 
 Google Fonts may provide financial or design assistance for some type projects. 
 If you would like to discuss this, please [get in touch](https://github.com/google/fonts/issues/new)

apache/rancho/DESCRIPTION.en_us.html

@@ -1 +1 @@
-<p>Howdy pardner! Need a little southwest flair in your type trunk? Well Squid and Sideshow have a brush (sagebrush, that is) script they've branded Rancho that'll do the trick. Its as comfortable as your favorite dungarees and works just as well in the barn or at the country club. Download it now and saddle up for action!</p>
+<p>Howdy pardner! Need a little southwest flair in your type trunk? Well Squid and Sideshow have a brush (sagebrush, that is) script they've branded Rancho that'll do the trick. It's as comfortable as your favorite dungarees and works just as well in the barn or at the country club. Download it now and saddle up for action!</p>

ofl/arvo/DESCRIPTION.en_us.html

@@ -3,7 +3,7 @@ Arvo is a geometric slab-serif typeface family suited for screen and print.
 The family includes 4 cuts: Roman, Italic, Roman Bold, Bold Italic. 
 It is a libre font, first published in Google Fonts. 
 The flavour of the font is rather mixed. 
-Its monolinear-ish, but has a tiny bit of contrast (which increases the legibility a little in Mac OS X.)
+It's monolinear-ish, but has a tiny bit of contrast (which increases the legibility a little in Mac OS X.)
 </p>
 
 <p>

ofl/creepster/DESCRIPTION.en_us.html

@@ -1 +1 @@
-<p>Its ghastly! Its gory! Its gruesomely gleeful! Its Creepster, the blood-curdling new font from Squid and Sideshow. This fright-filled font has so many alternates its like stitching together your own monster every time you use it. Creepster: Perfect for all of your grisly graphic needs!</p>
+<p>It's ghastly! It's gory! It's gruesomely gleeful! It's Creepster, the blood-curdling new font from Squid and Sideshow. This fright-filled font has so many alternates it's like stitching together your own monster every time you use it. Creepster: Perfect for all of your grisly graphic needs!</p>

ofl/gafata/DESCRIPTION.en_us.html

@@ -2,7 +2,7 @@
 elegance and readability which is why it has great applicability in books,
 magazines and web pages. In the process of finding the finest legibility,
 particular features emerged making this whimsical sans serif different from
-the rest, creating an original mark to the text its applied to.</p>
+the rest, creating an original mark to the text it's applied to.</p>
 
 <p>Updated in March 2013 with updated spacing.</p>
 

ofl/noticiatext/DESCRIPTION.en_us.html

@@ -1 +1 @@
-<p>Noticia Text is a contemporary humanist slab serif typeface designed to be used for running text on digital newspapers (both on websites and mobile apps). It has a large x-height, ample proportions, big serifs and large apertures that allow the letters to be clear, even at small sizes on low resolution screens. The capitals are unusually small, allowing them to be used as substitutes for small caps. (Its recommended to add some tracking if used in this way.)</p> <p>One major feature is the break in the internal curves of round characters. While this break makes some interesting forms at large sizes, their true purpose is to help make the counterforms more open at small sizes by allowing straighter stems. This reasoning is famously known as W.A. Dwiggins' “M-formula.”</p> <p>The italics were designed to contrast with the roman styles while maintaining good legibility. The true italic forms also have big counterforms and simple curves.</p> <p>The fonts have been manually hinted to get the best possible rasterization in Windows.</p> <p>The Noticia font family project is envisioned as 18 different fonts styles, with text, condensed, display and sans variants, different weights and including italic versions, all designed and hinted to work well on computer and mobile devices screens.</p>
+<p>Noticia Text is a contemporary humanist slab serif typeface designed to be used for running text on digital newspapers (both on websites and mobile apps). It has a large x-height, ample proportions, big serifs and large apertures that allow the letters to be clear, even at small sizes on low resolution screens. The capitals are unusually small, allowing them to be used as substitutes for small caps. (It's recommended to add some tracking if used in this way.)</p> <p>One major feature is the break in the internal curves of round characters. While this break makes some interesting forms at large sizes, their true purpose is to help make the counterforms more open at small sizes by allowing straighter stems. This reasoning is famously known as W.A. Dwiggins' “M-formula.”</p> <p>The italics were designed to contrast with the roman styles while maintaining good legibility. The true italic forms also have big counterforms and simple curves.</p> <p>The fonts have been manually hinted to get the best possible rasterization in Windows.</p> <p>The Noticia font family project is envisioned as 18 different fonts styles, with text, condensed, display and sans variants, different weights and including italic versions, all designed and hinted to work well on computer and mobile devices screens.</p>