Tagline

Construction

Taglines are always to be written in the primary typeface with a 'Medium (500)' font weight. The letter spacing should always be 2% of the font size / tagline height. Taglines should always, when paired with the logo or logomark, sit flush with the lefthand edge when stacked

Minimum size

In isolation - when not part of the a logo lockup - use the following minimum size guidelines

Safe space

In isolation - when not part of the a logo lockup - use the following safe space guidelines

Lockups

Stacked

The general rule is the tagline should be 46% of the height of the logo, unless the width of the tagline extends further than the logo. If this is the case, revert to the aforementioned rule of using the width of the logo to determine the width of the tagline

Minimum size

Horizontal

Minimum size

Wide

Minimum size

Considerations

If the tagline - in a stacked lockup - extends further than the logo, when using the general rule that the tagline should be 46% of the height of the logo, revert to the rule of using the width of the logo to determine the width of the tagline

Discontinued

Hierarchy

If the tagline - in a stacked lockup - extends further than the logo, when using the general rule that the tagline should be 46% of the height of the logo, revert to the rule of using the width of the logo to determine the width of the tagline

Misuse