The tagline is a phrase often associated with a brand's logo, appearing as its signature.

It's a kind of short phrase that contributes to brand recognition and image.

To make things clearer, let's take a few examples:

  • Disneyland: The happiest place on earth.
  • Nike: Just do it.
  • Mastercard: There are some things money can’t buy. For everything else, there’s MasterCard.
  • Target: Expect more. Pay less.

So what's the difference between slogans and taglines?

The distinction between the two is very subtle. A slogan is a commercial phrase that can be ephemeral and change from one campaign to the next.

The tagline, on the other hand, is more descriptive and informative. It complements the company’s logo or brand territory.

As such, it’s often considered a signature. The baseline must therefore be associated with the brand's positioning as a whole.

It should appear as a promise and be an integral part of the brand's overall communication strategy.

In contrast, the slogan can be used on its own. The tagline, on the other hand, is always associated with the logo.

To be effective, the baseline must be the following:

  • Engaging. It must offer a promise to the consumer.
  • Enduring. It must not change too often, and must enable the brand to build a real identity over time. This stability reassures customers.
  • Specific. It must be personal and clearly distinguish the brand from its competitors.
  • Powerful. It must be easy for people to memorize and convey an immediate and attractive message.

The tagline is a particularly recommended communication element. However, if the brand name is already sufficiently explicit, it’s possible to do without it.

On a website, the tagline generally finds its natural place under the business’s logo.

Similarly, it appears on all company communication documents, from one-off marketing announcements, say for a new product or service, to newsletters.

It’s therefore an integral part of corporate policy and needs to be studied both orally and in writing, both in terms of pronunciation and visual appearance.

The choice of color and font must also be carefully considered, in line with the company's corporate identity.

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