Visual Elements Typography Violations 1.15 Just as the logo is an expression of the American brand, AmericanSans too should be used in every application. BECOMING Becoming Becoming Some common typography THE NEW the new the new misuses are shown here. AMERICAN American. American. Do not use all caps for headlines. Do not set headlines in Do not add drop shadows to text. AmericanSans bold typefaces. Becoming Becoming Becoming the new a new the new American. American. American. Do not use too much Do not use too little Do not use centered text for headlines. leading for headlines. leading for headlines. Becoming Becoming Becoming the new the new the new American. American. American. Do not under-track headlines. Do not underline headlines. Do not use italicized headlines. © American Airlines, 2015 Advertising Guidelines, v 3.0