New guidelines for Gen Z voice

Summary

A rules page on white: a huge quoted "NEW GUIDELINES" headline over a lede and three parallel "NEW ___" rules describing how to use the word for an inclusive Gen Z voice.

Visual description

White background with the standard small all-caps header (centered Nike swoosh, BRAND DEFINING EMPOWER and 2021 CREATIVE GUIDELINES labels). The top half is dominated by "NEW GUIDELINES" in oversized black condensed sans, wrapped in oversized opening and closing quotation marks and underscored with a short rule. A three-line all-caps lede follows: "GEN Z IS CREATING A NEW REALITY, WHETHER WE LIKE IT OR NOT. THIS IS HOW WE EMPOWER THEM TO DESCRIBE IT:". Below, three columns each lead with a bold "NEW" and a rule, mixing weights for emphasis: "NEW is always paired with a word that empowers and is inclusive.", "NEW is infused with sport*'s energy and purpose.", "NEW fits on a sign or a post. Never more than 3 words." ©2021 NIKE INC. anchors the bottom-left.

Key takeaway

Mixing bold and regular weight within each rule so the operative words ("empowers", "inclusive", "Never more than 3 words") pop without bullets or color. Repeating "NEW" as the first word of all three columns turns the rules into a recognizable set.

Reuse notes

A clean three-up rules layout for any do-this style guidance in a guideline. The weight-contrast emphasis keeps it readable on plain white. Reuse the oversized quoted headline to tie this page back to the formula it governs. Keep each rule to a sentence so the three columns stay balanced.