Taglines are tools. They should tell your audience what you do. Or, they should set an expectation about the quality of what you do. If your company or product name accomplishes one, your tagline should do the other.
People think “rebrand” and they think “new.” The new look, a logo, the website, collateral, the fun stuff.
When commissioned to execute a rebrand we begin re: brand. We focus on identifying and illuminating your authenticity. That’s not new. It can’t be.
Family owned and led HLP Systems’ roots date back 60 years and span three generations. A high-rise specialist, Chicago’s skyline is a living portfolio of HLP Systems-protected projects. This inspires the logo.
When they told us all of Chicago’s twenty tallest buildings were HLP Systems projects, we got it....
We didn’t make lightning protection sexy. We could have. But that would’ve been weird, right?
Sexy is a parlor trick. The messaging, design and composition for Bonded Lightning Protection’s total rebrand and ongoing brand management is intellectually energetic. It’s honest. Peace of mind isn’t sexy.
The importance of photo selection cannot be overstated. Allowing the messaging to take a backseat creates a situational visual. People see themselves in the situation while being told exactly what is experientially the point of it all. ...
That is the lesson. Use none. Few things in your entire life will ever deserve the exclamation point. Very few. The exclamation point is its own little mask. The exclamation point is meant to hide the fact that you don’t really understand punctuation use.
We’re not fooled.
Exclamation points don’t work for:
Anger
Excitement
Laughter
Arousal
Sadness
Emphasis
Cute!
Feel free to add to the list....
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