Are there any rules for tag lines?

I got an email the other day from Patrick asking about rules for tag lines.

“…what rules are there for taglines associated with logos?” he asked.

Good question Patrick.

The only rule, as far as I am concerned, is that the tag line, and the style of the tag line, match the image of the company. So for example, if you are talking about a bank or some other “traditional” type company, the tag line should start with a cap and end with a period. Very traditional. A more non-traditional type company might use all lower-case with no period. So the style of the tag line should match the style of the company.

That’s it. No real rules, just some guidelines.

Tag lines are meant to convey the companies business/philosophy/approach in a short yet memorable way. They should be unique but also do a good job of conveying the proper message in content, structure and style.

See here for my favorite way of creating a great tag line.

Thanks for the question Patrick.


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