HEADLINE TREATMENTS
Advancing the Lifeline utilizes two types of headline treatments: Hero Type and Connected Type.
These type treatments serve different storytelling purposes, therefore they are not to be combined in the same, single-page layout.
Instead, use them to complement each other in robust storytelling moments—displaying them side by side in two-page layouts, for example, or combined along a long trade show wall.
Hero Type is bold, short in character length, and speaks to ‘readiness.’ Connected Type—also bold—is more of a visual representation of the lifeline.
Hero Type
Our Hero Type treatment speaks to one of our messaging pillars, readiness. Coupled with supportive subheader messaging, it engages the audience by foregrounding the emotional benefits we provide our customers—such as readiness, intelligence, confidence and strength.
Headline type in this treatment is oversized relative to the layout and can be applied horizontally or vertically to a full bleed image or layout with negative space.
Connected Type
Our Connected Type treatment speaks to our two other messaging pillars, innovation and partnership. It is a visual representation of the lifeline and can be expressed in two ways:
On an image edge
With an edge-to-edge line
Connected Type must be oriented horizontally. The headline is divided in two, stacked and staggered.
HERO TYPE
Introduction
Hero Type presents a big idea as concisely as possible: in one or, at most, two words. This treatment uses as few characters as possible, including spaces.
HEADLINE GUIDANCE
To create a hero word, ask yourself:
How do our products make my customers feel?
How do our products make them ready?
Hero words represent an emotional benefit that our customers derive from our products/solution: e.g. feeling prepared, confident, capable or adaptable. Each of these ladder up to the overarching emotional benefit of readiness.
The following examples are designed to to provide an inspiration point for Hero Type generation; this is NOT an exhaustive list.
Prepared
Poised
Armed
Alert
Informed
Adaptable
Dynamic
Resilient
Agile
Deft
Capable
Able
Strong
Connected
Focused
Confident
Certain
Trusted
Assured
Resolute
In addition, we have approved a number of synonyms for ready:
NOW
GO TIME
RIGHT NOW
Orientation
Hero Type should always be coupled with a supportive subhead to provide additional context and can be positioned either horizontally or vertically in a layout. If used vertically, type should always be positioned so that it reads from bottom to top.
HORIZONTAL
VERTICAL
Sizing
HERO TYPE SIZING
The size of Hero Type in a layout should be determined by the overall size of the layout.
Horizontal Hero Type should be scaled to at least half the width of the canvas or page size.
Vertical Hero Type should be scaled to at least half the height of the canvas or page size. However, if the hero word is 4 characters or less, Hero Type should scale to no more than half the width (for horizontal Hero Type) or height (for vertical Hero Type) of the canvas or page size to avoid overpowering the layout.
VERTICAL SUBHEADER SIZING
In vertical orientation, the character height of subheader copy is determined by headline character width.
Since the width of letters varies, the ratio between subheader character height and headline character width ranges from 2:1 to 3:1 to 4:1.
Choosing the right ratio is dependent on the designer’s assessment of what works best for the scale of the canvas and the characters used in the headline. Typically the 4:1 ratio works best when paired with wider set characters (e.g., W or M) and the 2:1 ratio works best with thinner characters (e.g., E or S).
The subhead copy height is 1/3 the headline character width
The space between the Hero Type and subheader is equal to the width of the headline character stem.
HORIZONTAL SUBHEADER SIZING
When oriented horizontally, the point size of the subheader is proportional to headline character height. The ratio between the two should be 4:1.
Type Positioning
VERTICAL SUBHEADER POSITIONING
The subhead can be positioned alongside any character in the Hero Type headline, depending on what works best within the overall layout. However, it must be aligned to the bottom of the selected character and be perpendicular to the vertical Hero Type. Subheads should never be parallel to vertical Hero Type. Further, subheads should fit within a single character in Hero Type; they should never span more than one character.
The following character alignments should be avoided:
Subheaders are typically 2 lines of copy or more, therefore avoid aligning it along narrow characters such as “I”.
- When a subheader is aligned with rounded characters, it optically does not look bottom aligned. Therefore avoid aligning it along characters such as “C”, “G”, “O”, “Q” and “S”.
- Aligning subheads to characters like “J”, “T”, “Y”, “V”, “W”, and “X” can also be problematic because these characters have gap areas between the descenders (stems) and the x-height (overall height of the letter). When subheaders are aligned to the aforementioned characters, it creates the illusion that the subheader is floating. We therefore suggest you avoid aligning subheads to these characters.
HORIZONTAL SUBHEADER POSITIONING
Whether the subheader is aligned to the top or bottom of Hero Type depends on both the layout and the sense of the copy. If the subheader introduces the headline idea, it makes sense to place it above Hero Type. If it explains or clarifies the headline, it makes sense to place it below Hero Type.
SUBHEADER MISUSE
The following are examples to avoid with subheaders:
Do not use a subhead that spans more than 1 character
Do not use a subhead that isn't base aligned
Do not use a subhead that's parallel to the vertical Hero Type
Do not align a subhead along a narrow character
CONNECTED TYPE
Introduction
Connected Type treatment is a visual representation of The Lifeline. This type treatment creates a graphic and dynamic design with great impact. Connected Type should also be paired with a short, succinct phrase.
There are two types of Connected Type:
On an image edge
With an edge-to-edge line
HEADLINE GUIDANCE
Because Connected Type evokes The Lifeline visually, it works particularly well to communicate how The Lifeline benefits customers and in what contexts.
With this treatment, we divide the thought into two parts. These parts can relate to one another as cause and effect, as main idea and supporting idea, as action and setting. However, Connected Type can also be used to state a single powerful idea.
Examples to communicate
Innovation
Intelligence on the line
The future of public safety
Connected to everyone and everything
Partnership
When it’s all on the line
There when it matters
Keep the line unbroken
Orientation
Connected Type can only be oriented horizontally. The headline is divided in two, stacked and staggered.
To stagger type, at least two or three characters should overlap horizontally. Do not align characters vertically. Characters below the line should be offset slightly toward the right. Stacked copy cannot be divided into more than two sections (one above and one below the line or edge).
Correct
Incorrect
Do not position Connected Type as double stacked headlines.
Headline Overlaps
Connected Type should have at least two or three characters that overlap when staggering a headline. If too many characters overlap, the sense of movement achieved by staggering the type is lost.
The width of the canvas will help to determine what the appropriate character overlap should be. A wider page orientation allows for slightly longer headlines with this treatment than a more narrow orientation.
Correct
Incorrect
Do not overlap too many characters when positioning type.
Image Edge
In this Connected Type treatment, the headline is split into two parts along the top or bottom edge of the image.
Always ensure maximum impact and readability before applying this treatment.
Edge-to-edge Line
When using Connected Type with an edge-to-edge line, ensure that the text touches or slightly overlaps the line.
The stroke weight of the line is proportional to the headline point size. Typically, the line is 5% of the character height of headline text. For example, with a 52pt headline, the stroke weight of the rule should be 3pt. We round up or down to the nearest number when calculating the stroke weight. For example, we round 2.3 down to 2 and 2.6 up to 3.
Note the following rules:
Headline is broken into two parts and staggered
Headline characters touch the line
The line is 5% of the headline text character height
The line extends from one edge of the layout to the other, and overlaps with the headline text
Regional Headlines
Translating headlines for different regions may result in accent marks that are positioned above the cap height or below a baseline.
Edge-to-edge line treatments can have accent marks on the top and/or bottom line of copy, depending on the character and how the copy is staggered. Stagger the copy so the accent marks can freely be displayed without touching characters above or below it. Most importantly, the copy must be legible.
On image edge type treatments, the top line can only have accent marks above the cap height and the bottom line can only have accent marks below the baseline. This practice ensures accents are not treated separately—e.g. masked in a different color for legibility—and keeps the integrity of the translated word in place.
Advancing the Lifeline as a Sign-off
When used as a sign-off, Advancing the Lifeline appears as Connected Type with an edge-to-edge line. When executing Advancing the Lifeline messaging or visual storytelling, the sign-off should be the last piece of content read or viewed by a customer.
When to use:
As a closing sequence in motion media content
As the opening or closing of a storytelling vignette (e.g. visual narrative of contextual photography that highlights a vertical)
As a standalone expression that pays off our brand message
Note: Advancing the Lifeline is not a tagline. Nor should it be locked up with the Motorola Solutions logo.
USAGE CONSIDERATIONS
To build recognition, strength and consistency for Advancing the Lifeline as a design treatment, please uphold the following:
Always position the treatment outside of other visual and messaging content (i.e., body copy, subheads or emsignia use)
Only render the Advancing the Lifeline text in black or white
Maintain consistent text staggering, reflective of the Connected Type treatment
Use the sign-off with environmental or application photography
Reference in copy
Do not use the Advancing the Lifeline verbatim in headline messaging. For example:
We are advancing the lifeline for manufacturing.
SIGN-OFF MISUSE
The following are examples to avoid when using the sign-off:
Do not use Advancing the Lifeline without a line
Do not use Advancing the Lifeline as a headline message
Do not use Advancing the Lifeline without staggering text
Do not use Advancing the Lifeline as a tagline locked up to the Motorola Solutions logo
COLOR
Headline type is often paired with full-bleed imagery. It is typically white, black, or an image mask, depending on what best complements the dominant color in the image.
Note: The use of color in headline text should follow the same principles in both Hero and Connected Type treatments.
BLACK AND WHITE
When working with a full bleed image rich in color and contrast, both Hero Type and Connected Type headlines should only be rendered in either black or white.
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Incorrect
Do not apply a color other than black or white to the headlines on a full bleed image.
STANDARD COLOR
In layouts where the headline is on white negative space and the photography pairings have vibrant colors, the headline text may be displayed in a standard color that closely matches a color in the image.
In layouts where the headline is on negative space that is black, the headline text may only be displayed in white.
Keep in mind, the same color should be applied to the Motorola Solutions emsignia. Avoid using more than one standard color (other than black or white) in a single layout.
Correct
Incorrect
Do not use a color that has no connection to the image and avoid using more than one standard color other than black and white in a single layout.
MASKED TYPE
Masked Type is a headline treatment where the type is masked over the image. This allows the image to bleed into the copy as a graphic element, creating more interesting and dynamic headlines.
Masked type is only applicable with negative space layouts, not full bleed imagery. Masked type can be used in both Hero Type and Connected Type treatments.
Correct
Hero Type
Correct
Connected Type
Incorrect
Do not mask treatments with tonally light imagery
Incorrect
Do not mask treatments on complex images that compromise legibility of text
SUBHEADER COLOR
Subheaders can be rendered in black, white or one of our standard brand colors. When working with a full bleed image rich in color and contrast, the subheader should only be rendered in either black or white.
In layouts with a lot of negative space or instances where photography pairings have vibrant colors, subheader may be implemented in a standard color. In this case, choose a color that closely matches the dominant color in the image. Avoid using more than one standard color other than black or white in a single layout.
Correct
Incorrect
Do not use subheader text in a color that has no connection to the image, introduce a second standard color, or render the emsignia in a unique color not used in the subhead or headline.
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