Zak Parker
Ensure the tagline is short and actionable and that it tells the audience something about your company that the logo and name not already convey. A great tagline for an established company conveys a feeling, whereas it is advised for new companies to launch with a more descriptive tagline (eg: ‘sport innovations for every athlete’) that over time, as the audience starts to understand the offering, can morph into a more emotionally charged line (eg: ‘just do it.’).
Contributors: Fabian Geyrhalter from FINIEN
