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”.
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: Korean Air
The new “Excellence in Flight” tagline is part of Korean Air’s new strategy to reposition itself as an Asian Airliner with style. Appropriately represented through its latest transformation of flight attendant uniform designed by heavyweight Italian designer, Gianfranco Ferre, which was launched in April 2009.