The following headline styles should be used with careful consideration and only when it helps to emphasise an important message in campaign applications and collateral .
1 . Underline
Underlining is used to create emphasis where needed . Underline the word most critical to the message , and usually only one word . The weight of the underline is half the stroke width of the type weight .
2 . Indent
Indents can also be used to create visual interest . Similar to the underline , the indent adds emphasis to one word or part of the headline . The indent is set so the message is still clear and doesn ' t split words that should be read together . Only one line of a headline has an indent while the others stay aligned to the grid .
3 . Rotate
Rotation can be used to evoke curiosity , create a sense of perspective and achieve visual cut through . The full headline is rotated counter-clockwise .