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The Play New CTA lockup shown large on white and on black, a flowing two-line italic serif script with the swoosh built into the tail.
Summary
The CTA lockup specimen page: the "Play New" script logotype shown at large scale on white and on black, noting it can be used on both color and art backgrounds.
Visual description
White background, standard running header and footer. "CTA LOCK-UP" sits upper-left with a one-line note. Two large equal panels fill the lower two-thirds. Each holds a flowing two-line italic serif "Play / New" logotype where the swoosh sweeps out of the final stroke as the tail of the lockup. Left panel: black logotype on white. Right panel: white logotype on black. No placeholder slot here, since the CTA wording is fixed.
Key takeaway
Building the Nike swoosh directly into the descender of the script so the mark and the call-to-action read as one drawn unit. Showing it only in positive and negative (no variable slot) signals this lockup is locked and not to be modified.
Reuse notes
A model for presenting a fixed CTA or sign-off lockup that pairs a wordmark with a brand glyph. Use after the headline-lockup pages to complete the lockup family. The script is custom-lettered; treat it as a finished asset.
From this deck: Play New CTA lockup positive and negative
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