By Stuart Linden Crawford
There are plenty of taglines (also called straplines or slogans) out there that make a logo something special. From Nike’s “Just Do It” to McDonald’s “I’m Lovin’ It”, they say something special about the brand and company behind it. The best taglines make us think, make us smile or offer a clever twist on the brand – that’s how they operate. Some taglines are as famous as the logo design, often to the point that the memorable slogan renders the logo unnecessary. This isn’t particularly something that can be said of a new business, more of an established identity over many years.
Your strapline can back up the ethos of your logo. It can communicate the benefits of your brand above your competitors.
Tagline Communication: What should it do?
Your tagline is designed to provide further definition of your company’s service or product. A rock solid strapline will communicate your brand promise or message. Your tagline needs to be succinct to be successful and needs to linger in the mind of the visitor. It is the mental footprint you want your clients and passers-by to remember.
A tagline can also be a way of furthering the value of your company and provide an additional persuasive push. It can be an integral part of your logo design or a separate element to be used within further branding. A catchy slogan should be descriptive enough to evoke something from your client and should be judged along four main lines:
• Longevity – does it stand the test of time? Some taglines are very much rooted to their decade, The New York Times’ for example used “All the News that’s fit to Print” throughout the 1980’s.
• Portability/Memorability – does it have an impact on our culture, media or language? Is it something we regularly hear round and about?
• Equity – has it become synonymous with the brand or product?
• Originality – has it done something different to stand out from the crowd? Has it broken new ground in the industry?
These four variables are more applicable to larger brands, but there’s no reason you shouldn’t keep them in mind when brainstorming ideas.
Do you need a Tagline?
Many logos are designed to stand the test of time without the need for any backup, but in some instances a catchy slogan can make all the difference. A tagline can be the differentiator between your brand and the rest of the market. An amazing tagline may be exactly what you need to stay in the mind of a potential client.
Your strapline can be made part of your logo, and at Inkbot Design I’m always willing to work with your ideas to create a logo design that incorporates your tagline and represents your brand. If you have a list of potential taglines, or none at all, I am more than happy to help decide the best approach through a consultation chat.
Developing a Winning Slogan
Most people will choose to employ a professional, but there’s no reason you can’t develop a fantastic strapline yourself and involve the professionals when it comes to the visual design. Here’s a quick and simple way of coming up with your catchy slogan:
1. Think about your message – what do you want to say to your current and potential clients?
2. What value do you bring to your clients?
3. What benefits do you offer above the competitors?
4. How are you different from the others in your field?
Overall, be honest, be original and be succinct (three to six words at the most).
A tagline can be the difference between success and failure but it isn’t always necessary. There are many brands that can achieve just as much success with a professional logo design. A slogan may depend on how your business operates and where you want to take it.
If you want to engage Inkbot Design in creating your company logo design, whether it incorporates a tagline or not, simply get in touch.
Inkbot Design is a Freelance Graphic Designer specialising in Logo Design and Brand Identity. Based in Belfast, UK. Be sure to Get in touch! http://inkbotdesign.com