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A white guides page for the Play New CTA showing five cyan-outlined black ratio panels with the white lockup and a bulleted list of sizing rules.
Summary
The technical guides for the Play New CTA: five black ratio panels with cyan guide borders and diagonal center crosses, plus a bulleted list of construction and sizing rules.
Visual description
White background, standard running header and "CTA LAYOUT / GUIDES" label at left. The five ratio panels (4X2, 3X2 top; 2X2, 3X4, 2X3 below) are black with bright cyan guide outlines and thin magenta diagonal center lines. Each holds the two-line white italic script "Play / New" lockup with the integrated swoosh, plus a small swoosh in the bottom-left corner. The right-hand bullets give the rules: margin equals 2.5% of canvas height; masthead aligns to the x-height of the word "New" in the secondary lock-up; masthead size is set so the word "Play" matches the x-height of "New"; swoosh anchors to the bottom-left corner. Footer: "©2021 NIKE INC." left, "nike-empower-creative-2021" right.
Key takeaway
Carrying the same black/cyan/diagonal-guide technical mode used for the headline layouts onto the CTA, so the whole spec feels like one coherent system. The x-height-matching rule between "Play" and "New" is a precise way to keep a two-word script lockup balanced.
Reuse notes
A model for specifying a lockup whose two parts must stay in fixed proportion. Keep the guide-page styling identical to the headline guides for a unified manual. The x-height pairing rule is specific to this script; adapt the principle to your own tagline's two key words.
From this deck: Nike Empower CTA Layout guides
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