The headline should be typeset using a combination of upper and lower case, as well as various point sizes. The larger words should always be set in all upper case.
Power of X. Based on the athletic X (and building on the equity it carries), the “Power of X” graphic is used as a supporting visual element to anchor the headline and body copy. Because it works as a payoff to the main message, the “Power of X” graphic should never be used by itself in marketing materials—but it can stand alone as a visual device for promotional use on materials not intended to communicate platform messages.
Line rules. The “Power of X” graphic should be used in combination with a keyline, creating a lock-up that frames the headline content and adds greater visual impact to the elements.
Type scale. The contrasts in size and weight lend another dynamic element to the design, further reinforcing the idea of transformation. This also serves to emphasize key words and add greater visual interest.
