The creation of an effective slogan or tagline can support, extend, and enrich a company or brand name. These slightly longer expressions can also serve to reshape or update names which are no longer communicating the correct content, but which cannot be changed for any of a variety of reasons.
Master-McNeil usually develops a tagline or slogan as part of a larger naming or brand architecture project. We are also sometimes asked to provide this work as a stand-alone service. In our slogan and tagline projects, we work closely with our client to define the content deficits in their existing verbal and visual identity elements. We then work to craft the new tagline or slogan to complement existing messaging, while solving the problems identified and telling a new story.