Tagline

A tagline is a short phrase or slogan that accompanies a logo and distils the brand's promise, personality, or positioning into a memorable line. Taglines are optional components of a logo system — not every brand uses one, and not every logo lockup includes one even for brands that have a tagline. When used, the tagline is typically set in a smaller size than the wordmark and positioned below it. The typographic treatment of the tagline — typeface, weight, size, colour, and spacing relative to the wordmark — must be carefully specified in brand guidelines to ensure consistent application. Classic taglines include Nike's 'Just Do It', Apple's 'Think Different', and De Beers' 'A Diamond Is Forever'. A great tagline is short, memorable, and resonant — it encapsulates something true and compelling about the brand in just a few words.