When done right, it can capture many levels of information within a few shapes, curves and lines. The best brand symbols, or logos, are reductive in nature. They are simple, straightforward and clear. They capture either the nature of the company's business offer or the spirit of their brand promise. And in rare cases, both.

The basic tagline is short-hand for a company's product or brand proposition. It communicates one or two key attributes of the company or product, describes the proposition or restates the overarching offer in a succinct manner (and hopefully) compelling way.

When done right, it can capture many levels of information within a few shapes, curves and lines. The best brand symbols, or logos, are reductive in nature. They are simple, straightforward and clear. They capture either the nature of the company's business offer or the spirit of their brand promise. And in rare cases, both.

Company launches new brand to reflect innovative and forward-looking approach.

The basic tagline is short-hand for a company's product or brand proposition. It communicates one or two key attributes of the company or product, describes the proposition or restates the overarching offer in a succinct manner (and hopefully) compelling way.