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A white guideline page showing the Play New CTA lockup in yellow across five blue aspect-ratio panels.
Summary
The CTA-on-color page: the script "Play New" lockup, with the swoosh woven into the descender, shown in yellow on a flat blue field across five aspect ratios.
Visual description
White background, standard running header and a left-aligned "CTA LAYOUT / ON COLOR" label. The body shows the "Play New" call-to-action lockup repeated at five sizes: wide "4X2" and "3X2" panels on top, upright "2X2", "3X4" and "2X3" panels below. Every panel is a solid royal-blue rectangle with the two-line yellow italic script "Play / New" centered, the Nike swoosh integrated into the tail of the lettering, and a small yellow swoosh in the bottom-left corner. The lockup scales cleanly across the formats. Footer: "©2021 NIKE INC." left, "nike-empower-creative-2021" right.
Key takeaway
Treating the campaign tagline as a tight self-contained script lockup, with the swoosh built into the letterforms, so the CTA reads as one mark. Demonstrating it on a single bold complementary color pairing (yellow on blue) keeps it punchy and consistent.
Reuse notes
A clean reference for locking a tagline or CTA into a reusable, scalable signature. Best where the call-to-action repeats across many placements and must stay recognizable. The script-with-integrated-logo treatment is bespoke; replicate the structure, not the exact letterforms. Pair with the CTA-on-image page.
From this deck: Nike Empower CTA Layout on color
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