Preview image. Unlock full-res
The inverse do-not slide, with a WHAT NOT TO DO headline on white and a black panel listing forbidden New word categories like names, exclusionary terms, and products.
Summary
The matching "don't" page: a white/black split with a large WHAT NOT TO DO headline on the left and a black panel listing the categories of "New ___" usage to avoid.
Visual description
Mirroring its companion slide, the frame is split into a white left third and a black right two-thirds. The white side carries the header labels and a large black all-caps "WHAT NOT TO DO" headline with the sub-line "'NEW' IS ABOUT EMPOWERING A GENERATION, NOT SELLING PRODUCTS OR PATRIOTISM. NO ATHLETE NAMES, TEAMS, NATIONS OR PRODUCTS." The black right panel, white all-caps, opens "DON'T:" and lists four prohibited categories with examples: "NAMES OF PEOPLE OR PLACES" (New Lebron, New Leo, New Naomi, New New York), "LANGUAGE THAT EXCLUDES" (New Genders, New Races, New Sexualities, New Bodies), "ADJECTIVES AND VERBS" (New Gritty, New Passionate, New Running), and "PRODUCTS" (New Nike Air Zoom, Pegasus 37 Shield, New Nike Air Max 97, New Shoe). ©2021 NIKE INC. anchors the white side.
Key takeaway
Building the don't slide as an exact structural mirror of the do slide, so the pair reads as one rule from two sides. Listing concrete forbidden examples (real names, products) makes the boundary unambiguous in a way an abstract rule cannot.
Reuse notes
Always pair this with its do counterpart and keep the layout identical so the contrast is instant. The split keeps a long list of prohibitions organized and skimmable. A reliable template for any misuse or restrictions page in a brand or copy guideline.
From this deck: What not to do, prohibited New usage
View deck
