Digital Advertising Blueprint This guide should act as a blueprint and be followed across all banner sizes unless otherwise noted. Southwest logo and CTA button are scaled to the same size across most digital banners. Southwest logo and CTA button are always contained within the brand bar and the white background. A 1 pixel border should be used on all digital units. Heart & CTA Left-aligned headline and subhead are preferred but not mandated. Use best judgment when The SWA Heart and CTA are considering alignment and size of headlines. Type size should not be too large or too small. center-aligned with each other All disclaimer copy should have enough contrast between the background and the text. Follow the standards for accessibility contained in the widely accepted Web Content Accessibility Guidelines (WCAG) 2.0. For more information on accessibility, please visit http://www.w3.org/TR/WCAG20/ Alignment Alignment Align Headline to Logo Background Align Headline to CTA with 16 pixel padding Gradient Background with 16 pixel padding Border 1 pixel border Headline Hex: #E6E7E8 Southwest Sans Bold All padding measurements Hex: #304CB2 are within 1 pixel border Type: 25pt. Tracking: -25 Leading: 27 Hang Punctuation Sentence Case When aligning copy to the right, hang punctuation Disclaimer Southwest Sans Regular Hex: #969696 Type: 9pt. Tracking: -25 Brand Bar Leading: 9 7 pixels thick 8 pixel padding above x y x y brand bar x x Padding x x Logo 16 pixel padding Aligns with CTA Brand Container Call to Action 56 pixel padding Type: Arial Bold from border to brand bar Background: #FCBD27 Vertically centered 28 pixel height / 85 pixel width x = 16 pixels y = 14 pixels Digital Style Guide Southwest Airlines Brand Style Guide | 74