Visual Elements Digital Typography 1.14 Copy is set in sentence case using Copy - Digital Leading or line spacing correct punctuation and proper nouns. should always be +2 to the text size when using Headlines are set in AmericanSans. AmericanSans Regular and AA Dark Gray or White. Subheads/End Frame Subheads - Digital Always set the tracking on small caps to +75. In price subheads are set in americansans medium, point ads, the headline font small caps and in aa blue. in the end frame can be AmericanSans Regular in all caps and AA Blue in order to keep the main focus on the price point. The use of one type of call- Callouts - Digital out needs to be consistent across the entire ad –mixed Callouts, brand terms and keywords can be emphasized by setting them in-line in use of lower case and all caps AmericanSans Regular or Medium and AA Blue. Or if the rest of the copy is reversed callouts within the same ad out in white, the callouts should be white as well. Mid-sentence small caps callouts unit is not allowed. in AmericanSans Medium and AA Blue can be used as an exception in transactional creative only to help it stand out. Example: Find great deals, Wi-Fi, entertainment and more. Example: Find low fares to Chicago and Los Angeles. Example: Find low fares to destinations across america. © American Airlines, 2015 Advertising Guidelines, v 3.0