22. Names and Taglines

An organization’s name establishes its most overt identity. When paired with a clear graphic device, names that suggest something beyond their literal meanings create some of the most evocative identities. Successful taglines often play off the name, augmenting its meaning. Rebranding initiatives often employ a new tagline when reshaping an organization’s identity is the goal but changing the name is not an option.


Goodnight Exterminators
Idea 21
Tom Berno, Jeff Davis

No Frizz by Living Proof
Wolff Olins
Todd Simmons, Tiziana Haug, Sung Kim, Mary Ellen Muckerman, Carmine Montalto, Beth Kovalsky, Michele Miller

Jay Miller
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