Slogan / tagline development

Slogan/tagline development is creating a short brand phrase: researching the brand essence, positioning and audience, generating variants, selecting by criteria (punchiness, memorability, euphony, appropriateness, absence of ambiguity), checking in different languages if needed. The slogan lives alongside the logo and in communication. Honestly about subjectivity, this is key: a slogan is creative work, and a 'single correct' variant does not exist. What catches one person does not catch another; the final choice is yours after discussing variants. We propose reasoned variants for the essence and audience, but promising 'a brilliant slogan everyone will like' would be dishonest — it is the nature of creative work. Honestly about 'no result guarantee': a good slogan helps positioning and brand memorability, but by itself it does NOT guarantee it will be remembered, let alone guarantee sales. Memorability comes from the phrase's quality AND its consistent use over time; sales depend on the whole product and marketing. Honestly about legal checking, this matters: before actively using a slogan it is advisable to check whether it (or a close one) is registered as a trademark by others — to avoid legal problems. We create original variants and can advise about the need for such a check, but the trademark examination/registration itself is the work of patent attorneys, not design. Honestly about the effect: it gives a punchy, recognizable phrase for the brand, but it is a positioning element, not a success guarantee. Honestly about access: an understanding of the essence, positioning, audience is needed. An important boundary: this is a slogan; brand voice — 937; storytelling — 939; logo — 918. Picture this: instead of 'no phrase reflecting the essence' — a punchy slogan working for the brand. The base price starts from 20,000 ₽ (depends on the number of variants and languages).

• No short phrase reflecting the brand's essence.
• The current slogan is vague or unmemorable.
• The slogan is ambiguous or sounds poor.
• Risk of accidentally using someone's registered slogan.

• Researching the essence, positioning, audience
• Generating and selecting slogan/tagline variants
• Checking euphony, appropriateness, ambiguity
• Checking in other languages if needed
• Advice about a trademark check (a legal point)
• Honest boundaries (subjective; no memorability/sales guarantee)
• A link with the brand voice (937) and logo (918)
• Handover of variants and review with you

• A punchy, recognizable slogan for the brand's essence
• Several reasoned variants to choose from
• A phrase checked for euphony and appropriateness
• Honest boundaries (a positioning element, not a success guarantee)

• We study the essence, positioning, audience; generate variants
• We select by criteria, check euphony/ambiguity
• We agree, advise about a trademark check, honestly set boundaries

• Will you come up with a slogan everyone will like?

  'Everyone' — honestly no: a slogan is creative and subjective work, an 'objectively best' one does not exist. What catches one person does not catch another. We propose reasoned variants for the essence and audience, and the final choice is yours after discussion. Promising 'a brilliant phrase for everyone' would be dishonest — it is the nature of creativity, not uncertainty on our part.

• Will the slogan raise sales and definitely be remembered?

  No, honestly: a good slogan helps positioning and memorability, but by itself it does not guarantee either memorability or sales. Memorability comes from the phrase's quality AND its consistent use over time; sales depend on the whole product and marketing. A slogan is an important element, not a magic result button.

• Does a slogan need legal checking?

  It is advisable, honestly: before actively using a slogan it is worth checking whether it (or a close one) is registered as a trademark by others, to avoid legal problems. We create original variants and will advise about the need for such a check, but the trademark examination/registration itself is the work of patent attorneys, not design. We honestly separate this.