Entrepreneurship
Logos,Tag Lines &
Mission Statements
What is a Logo?
 A Logo is a name,
symbol, or trademark
designed for easy
recognition. Logos can
be made up of text only,
or a combination of text &
graphics.
 The goal of the Logo is to
always project the
company’s intended
image.
 Logos are used on just
about every document a
business produces
including:
 Business Cards
 Letterhead
 Advertisements
 Brochures
 Signs & Posters
Logo Design Guidelines
 Your logo should project your
company’s image
 Your logo should be simple
 Your logo should be unique
and easily recognizable
 Should be different from your
competitors
 The colors you use will
become the signature colors of
your company
What is a Tagline?
 A Tagline is a
repeated phrase or
selection of words
associated with a
specific individual,
organization, or
product. Another
word for a tagline is
Slogan.
 Successful taglines
should:
Be short & to the point
Convey a message of
what your business
provides
Be consistent with your
logo design
Be easy to remember
by potential customers
Guidelines for writing a Tag Lines
 Ensure that it is consistent with the brand name and
positioning
 Convey the message in consumer language
 Communicate one simple idea
 Opt for a few, short words
 Always use the tagline on the product, in advertising,
and in any other consumer communication
 Test the tag line with consumers
 Create a tag line that is "ownable" and could not be
usurped by your competitors
 Avoid all acronyms ( a word formed from the initial letters
of a name WAC = Women’s Army Corps)
 Avoid initials
Tag Lines as Post Script
 Since taglines are often at the end of a
commercial or at the bottom of an ad, they act
as your PS: the last best hope to propel your
message.
 Your consumers will understand your brand and
its unique point of difference.
 The idea behind the concept is to create a
memorable phrase that will sum up the tone and
premise of a brand or product (like a film), or to
reinforce the audience's memory of a product.
Examples of Tag Lines
 “Shouldn’t your baby be a Gerber
baby?” (Gerber)
 “Choosy moms choose Jif” (Jif Peanut
Butter)
 “One bowl, one great source of
calcium” (Total Cereal)
 “Just when you thought it was safe to
go back in the water” (Jaws 2)
 “In Space no one can hear your
scream” (Alien)
 “ I’m lovin’ it” (McDonalds)
 “For Harry and Lloyd, every day is a
no-brainer” (Dumb & Dumber)
 “Save the Day” (The Incredibles)
 “Prepare to be blown out of the water”
(Pirates of the Caribbean: The Curse
of the Black Pearl)
 Pizza! Pizza! (Little Caesars)
 “If at first you don’t succeed, lower
your standards” (Tommy Boy)
 “Finger Lickin’ Good” (Kentucky Fried
Chicken)
 “Have it your way” (Burger King)
 “Is it in you” (Gatorade)
 “It’s everywhere you want to be” (Visa)
 “The quicker picker upper” (Bounty)
 Do the “Dew” ( Moutain Dew)
 Snap. Crackle. Pop. (Kellogg’s Rice
Crispies)
 Think outside the bun. (Taco Bell)
 They’re grrreeeaaat! (Kellogg’s
Frosted Flakes)
 Always low prices! (Wal-Mart)
 Must See TV. (NBC)
The Power of a great Tag Line
 Think about the taglines you know and remember. They
communicate something unique, valuable and memorable about the
brand they represent. And they are always included in any
communication about that brand. You see the logo and there's the
tagline right there with it. They are often catchy. Easy to remember.
Descriptive. Clever. Fun. Short and sweet.
 Best of all, they help you remember a brand and the ONE thing that
company wants you to remember about that brand. And that is the
power of a great tagline.
 Taglines make you top-of-mind
 Your goal as a marketer should be to achieve what we call in the
marketing world "top of mind awareness." Simply put, this means
you want your product or service to the be the FIRST one thought of
by your prospects when they are considering a purchase in your
product or service category. Because odds are, if they think of you
first, they'll buy from you.
Mission Statements
A mission statement is a brief description
of a company’s fundamental purpose. A
mission statement answers the question,
“Why do we exist?”
The mission statement articulates the
company’s purpose both for those in the
organization and for the public.
Example of a Mission Statement
"FedEx is committed to our PeopleService-Profit Philosophy. We will produce
outstanding financial returns by providing
totally reliable, competitively superior,
global, air-ground transportation of highpriority goods and documents that require
rapid, time-certain delivery.”
(Federal Express)
Example of a Mission Statement
Studio67 is a great place to eat, combining
an intriguing atmosphere with excellent,
interesting food that is also very good for
the people who eat there. We want fair
profit for the owners, and a rewarding
place to work for the employees.
(Studion67 – an organic restaurant)
Example of a Mission Statement
“McDonald's vision is to be the world's
best quick service restaurant experience.
Being the best means providing
outstanding quality, service, cleanliness,
and value, so that we make every
customer in every restaurant smile."
(McDonald’s)
Example of a Mission Statement
“Amazon.com seeks to be the world’s
most customer-centric company, where
customers can find and discover anything
they want to buy online at a great price.”
(Amazon)
Example of a Mission Statement
“The mission of Soapy Ride is to
provide top-quality washing and detail
service for luxury car owners in East
Meadow, NY. Soapy Rides will work to
keep employees satisfied in order to
maintain impeccable customer service.”
(Soapy Ride Car Wash)
Example of a Mission Statement
“Corporate Fitness is a health service that
helps businesses and individual workers
attain one of the greatest gifts of all--that
of good health. Personal gains, such as
improved self-esteem and self-motivation,
combined with measurable benefits will
create tremendous advantages for both
the employer and the employee.”
(Corporate Fitness)
Example of a Mission Statement
 “Take Five Sports Bar & Grill strives to be the premier sports theme
restaurant in the Southeast Region. Our goal is to be a step ahead
of the competition. We want our customers to have more fun during
their leisure time. We provide more televisions with more sporting
events than anywhere else in the region. We provide state-of-the-art
table-top audio control at each table so the customer can listen to
the selected program of his or her choice without interference from
background noise. We combine menu selection, atmosphere,
ambiance, and service to create a sense of "place" in order to reach
our goal of over-all value in a dining/entertainment experience.”
(Take Five Sports Bar and Grill)