Lock-ups 75/25 usage rule with three lockup specimens

Summary

A lock-ups rules page: the headline sets out a 75% "NEW__" / 25% "PLAY NEW" communication split, and three captioned lockup specimens (Headline Lockup A, Headline Lockup B, CTA Lockup) sit in a row across the lower half.

Visual description

White background with the deck's standard running header (BRAND DEFINING EMPOWER left, DESIGN GUIDELINES, the Nike swoosh centered, LOCK UPS, 2021 CREATIVE GUIDELINES right) and a "©2021 NIKE INC." footer. A sans-serif section title "LOCK-UPS" sits upper-left over a short rule about the 75/25 usage split. Three equal-width image tiles run along the bottom, each with a tiny all-caps caption above it: Headline Lockup A is a lime-green tile with a magenta italic serif "New" over a heavy condensed "GENERATION."; Headline Lockup B is an art photo of a person with cyan "New ODDBALLS." type; CTA Lockup shows an illustrated face blowing a pink bubble with a yellow "Play New" script. Each lockup pairs a swooping italic serif headline with the small Nike swoosh.

Key takeaway

Stating an exact usage ratio (75/25) in plain language and immediately proving it with three side-by-side specimens. The three-up specimen row is a clean way to show one system across color, photographic, and illustrated backgrounds at once.

Reuse notes

A reusable template for a lockup or logo-usage page in any brand guideline: short rule top-left, captioned specimen tiles below. Works best when the specimens themselves are vivid enough to carry the lower half. The italic serif wordmark is bespoke to this Nike system.