Brand-Building | The Art of Taglines, Slogans, and Mottos… [53]


It’s been a while since I blogged about company taglines. Last year I posted a series that focused on this simple but important part of brand communication. So I’ve decided to revisit this topic and look at some more of the taglines that stand out. (To see the series: The Art of Taglines, Slogans, and Mottos… [52], please click here)

I thought it’d be interesting to zoom in on taglines, a statement that essentially captures your brand promise. Variations on taglines, include slogans and mottos, which I won’t go into detail, but instead I’ll highlight some of the more memorable ones with high “stickiness”.

And of course I’ll include those that are strikingly different and unique. Not necessarily of the famous kind, but ones with compelling brand messages.

See if you can recognize some of them, including the poorly conceived ones, where you’ll simply wonder “what were they thinking?”

Good examples abound, and powerful taglines help customer create mental maps and immediate association with the brand logos, making the two inseparable. The image of Brand Logo + Tagline becomes compelling, where the tagline enhances the Brand Meaning. Notice how the role of color, shape, font, and even typeface help create a distinctive message.

This explains why some brand taglines’ longevity, while others, are infamous for their brevity, undergoing transformation and evolutions that unfortunately are not always “ON CODE”.


Brand: Lexus, Toyota’s Luxury Car Division

Country of Origin: Japan

Tagline: The Relentless Pursuit of Perfection

In 1989 Toyota entered the luxury car market with the Lexus line of vehicles. When advertising began for the new line, the slogan was simple: The relentless pursuit of perfection.” Over the years it has been modified, appearing as The passionate pursuit of perfection,” and most recently, The pursuit of perfection.”

Inspiration: Ideas Inspiring Innovation; Bring Big Dreams to Life; Joe Lovino

About dianhasan

Brand Storyteller, Travel Writer, Speaker, Creative Writer & Thinker - avid observer of randomness in everyday life - Sustainable Business, Eco Matters, Sustainable Urban Issues, Architecture, Heritage Conservation, Innovation & Brand-Strategy, Cross-Cultural Communications, Travel, Tourism & Lifestyle.
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