Visual Elements Online Elements 1.28 When communicating online, Brand and Product Transactional advertising falls into two categories: Brand/Product and Transactional. To emphasize this difference, it is preferred that Brand statements use an AA Blue colored button while Transactional ads use a button colored AA Red. However, a red button may be used outside of transactional advertising whenever a blue button doesn't stand out enough from a darker background. All buttons must conform to approved shape and configurations. They should never be longer than the American logo. The type inside the button is AmericanSans Bold set in small 1 px. Key- line Stroke 3 px. Borders caps and tracked out to +75 pts. Web banners require a 1 px. AA Dark Gray key-line frame. 3 px, solid AA Blue borders. can also appear on the left and right edges of the banner. Do not add a gradient to the blue borders. Blue borders are always a flat color. © American Airlines, 2015 Advertising Guidelines, v 3.0