Author: DANIELLE FLEMING, Creative Manager You have brainstormed, had a few back-and-forths, and you decided on an official tagline for your company. Fantastic! However, while you’ve thought deeply on the marketing value this tagline delivers to your brand, you may not have thought about how you integrate it into design. Where does your new tagline go for
Author: DANIELLE FLEMING, Creative Manager
You have brainstormed, had a few back-and-forths, and you decided on an official tagline for your company. Fantastic! However, while you’ve thought deeply on the marketing value this tagline delivers to your brand, you may not have thought about how you integrate it into design.
Where does your new tagline go for your brand visual presentation? There is no true right or wrong when it comes to tagline placement. Each company is unique and operates in different industries with different target markets, so when it works, it works. However, there are always some parameters to follow, no matter what the company. Here are some simple guidelines that will help you choose the best tagline placement for your company.
WHAT IS IT SAYING?
First thing to ask yourself when you are adding your brand new tagline to your company’s advertisements and marketing materials is, “What does my tagline say about my company?” There are three main categories your tagline will probably fall under:
- Our tagline says exactly what my company does.
- Our tagline shows off our features and/or benefits.
- Our tagline is a top-line statement.
The category your tagline falls under after answering that question will then steer you in the right direction of where to place it.
Our tagline says exactly what my company does.
When you are new to the market or have a name that doesn’t directly reflect what it is your company does, you may opt to use your tagline to express what your company’s product offering really is.
In this case, one of the best ways to display this type of tagline is to attach it to your logo. Attaching the tagline to your logo will help define what your company does at the first moment your target market sees your brand, and it will start establishing your company’s brand recognition and association to the product or service you provide.
Our tagline shows off our features and/or benefits.
Each company has certain features to their product or service that many like to use to differentiate themselves from other competitors in the market. If you choose a tagline that shows off a particular feature or product benefits, you will want to place it so that it reminds your audience why they should choose your company.
When you choose a tagline like this, you want it to be related to your logo, but because people most likely already know what you do, it should be somewhat on its own. In this case, the best placement is to be near your logo but not connected to it. This way the benefits coincide with your brand but it is not defining it.
Our tagline is a top-line statement.
A top-line statement is usually not defining your company or what it provides, but rather, is used to provoke an emotional interaction or make a relatable statement to the target audience. If your company decided on a top-line statement, you probably have an established brand and you may be aiming to re-energize the messaging that you send, provoke more intrigue or interaction, or something along these lines with your target market.
When you have a tagline like this, the best place to display it is on its own as a separate entity from the logo. Having it separate from the logo enables your logo to establish the brand but allows the tagline to grab the viewer’s attention and focus them on your latest message.
While these guidelines are quite broad and simple in direction, keeping this in mind will significantly help in integrating the wonderful new tagline you have created with the design presentation within your marketing and advertising materials.