Typography
Guidelines
Use typography to work in harmony with the overall design. Specific size, leading and kerning can vary based on copy length, layout, and composition.
Employ weight and position to reinforce meaning and context. Use size to create visual separation and establish heirarchy when combining typefaces.
Links are “#008FDB Fresh Blue” with no underline.
When using additional sizes, avoid condensing, excessive tracking or horizontal scaling.
Use columns when necessary for lengthy copy. Or, split the copy up into easily
digestible bites.
Italics may be used to add emphasis when necessary.
Do not apply noticeable drop shadows or mix bold colors within the same type lockup.
Headline Primary – Knockout 49
Headline Secondary – Arial
Quotes – Arial Bold
Body – Arial
Headline + Subhead
Headline Primary (Knockout 49) should only be used in ALL CAPS. Text leading or line height should be 4px less than text size. For example, if the font size is set at 48px, then the line height should be 44px.
Headline Secondary (Arial) should only be used in ALL CAPS above the Headline Primary and sentence case below the Headline Primary. Text leading or line height should be 6px more than text size. For example, if the font size is set at 20px, then the line height should be 26px.
1. General Structure
Gender
Brand + name of product / grid name
Subhead (sometimes subhead is not needed)
Shop Now >
2. When using Headline Secondary above the Headline Primary, it should be used
to emphasize gender. If there is no gender, the brand name will live at the top instead of gender. Everything else will remain the same.
3. If there is a free shipping banner or app icon above, no subhead is needed. Headline Primary font can be combined proportionally with Headline Secondary font. The size of the font may vary depending on the layout. The vertical space between the headline and subhead should be at least 1.25x the height of the subhead.
4. Headline + Subhead should only be used in instances when there are 2 distinct pieces of copy or information (Ex: Supporting message + Product name, Brand + Product name, Gender + Product name) This treatment should not be used to break up a headline. Use “ft.” and not “featuring”.
Apostrophes
Put the apostrophe before the numbers when referencing ‘90s, but not around numbers after shoes like Air Max 96.
The correct way we use an apostrophe in a gender title is always:
Men’s, Women’s, and Kids’
No apostrophe is needed for making name of shoe plural.
Ex: Cop these Retros.
However, we never make a brand plural.
Ex: Nikes, Under Armours, etc.
Quotes
Pull Quotes
Quotes should be set in Arial Bold, mixed case. The opening quotation mark should be 2x the point size of the quote and sit to the left of the copy block. The closing quotation mark should be part of the copyblock and match the point size of the quote.
Lock up credited source with the quote.
Athletes or entertainers should be credited by name in Arial Bold paired with reference to sport in Arial Regular.
Example: – Julio Jones Wide Receiver
Editorial pull quotes do not need to be credited.
Colorway Quotes
When we mention a colorway, we put single quotations around them. This applies to Jordan Retros and Yeezys always. Any other notable colorway will be identified by Brand Team in Basecamp. We will not use quotations for Collections.
Jordan Launch Structure
General Guidelines
If the asset is for site, we usually leave off drop date and timer.
If we aren’t offering free shipping and there’s no specific colorway name, leave it out.
Never say “Air” in “Air Jordan”.
Just say “Jordan”.
If Men’s & Kids’ is the gender at the top, there is no need to have individual CTAs for each below the timer. The CTA should remain “Shop Now >”
Single Launch
Free Shipping
Gender
Jordan + Name of Product
‘Colorway’
Drops [day], XX/XX at XX[am or pm] ET
XX:XX:XX
Shop Now >
Dual Launch
Free Shipping
Drops [day], XX/XX at XX[am or pm] ET
Jordan + Primary Launch Product Name
+ Secondary Launch Product Name
XX:XX:XX