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Research Outline

Prepared for Chen L. | Delivered January 14, 2021

COG brand launch - taglines

Goals

To determine the best practices from case studies for tagline use for a new brand launch.

Early Findings

Famous Taglines used in Slogans

Nike is famous for its swoosh logo and tagline that states 'Just do it'. Nike's use of the Futura Condensed Extra Bold Oblique is the primary font used by the company. The company primarily uses a red and white color palette on its logo, but in recent years, white and black are the two primary colors used to display the logo on shoes and apparel. For marketing purposes, the red is meant to exemplify passion, energy, and joy, while the white color represents nobility, charm and purity. 82% of investors believe brand strength and name recognition are becoming more important in guiding investment decisions.

Best Practices

  • Five best practices for creating and using taglines and slogans: do not rush the development of the logo and brand, focus on simple identifiers, avoid confusion by keeping logos, taglines, and brand message consistent, design logos for different uses, and establish usage rules for the company. For instance, the right color can improve readership by 40% by making messaging easier to read and more visually appealing.

Should a Tagline be Locked to a Logo

  •  A lock-up is the final form of a logo with all elements locked in their relative positions.
  • It takes consumers 10 seconds to form a first impression of a brand’s logo, and 5-7 impressions to recognize a tagline or logo.
  • A signature color can increase brand recognition by 80% like Starbuck's green logo; 33% of top brands use blue in their taglines and logos.

Should Taglines be De-Coupled from Logos After a Time

  • An attention-grabbing brand image stands out; as a business grows, the company can decide to drop the tagline from their logo. 40 million images are posted to Instagram every day, with over 10,000 of them are of the Starbucks logo – and for the most part, because of the logo.
  • There are some advantages with simplifying a logo by removing names and slogans; extreme, telegraphic simplicity is very useful in the small and rapidly moving spaces of a device-dependent world.
  • The danger in removing a tagline is building a campaign without something driving it longer-term.

Capitalization

  • For taglines, sentence case makes for easier reading . It is best not to capitalize every major word in the tagline, as there are less ups-and-downs to navigate across the top of the letters. According to a NeilsenWire's report, the average time a person in the U.S. spends viewing a web page is about 55 seconds, in which the tagline and logo are important visual components.

Using a Tagline in Body Copy: Italics, Bold, Parenthesis

  • The use of bold fonts and italics used in headlines increase the contrast between taglines, and logos to highlight important words. Consequently, the brain process images 60,000 times faster than words, so a tagline needs to be a fast-acting message injector.

Summary

  • Our initial research did not locate case studies for the use of taglines in logos. We suggest a different path that will include providing a thorough discussion of 2-3 best practices used by most businesses to create taglines, and their use in logos for brand recognition.
  • The initial research gives a brief overview of Nike's brand standard for creating the company's taglines and logos. We recommend continuing to provide the information for the remaining 3 companies- Apple, Accenture and General Electric. If more companies are needed for further clarification, it will need to be addressed in the reply.