DAYCO TAGLINE DESIGN
A tagline is a brand's first impression after the logo - having only three to four words to convey an entire brand message is a challenge, but an even bigger challenge is presenting that message in the best possible design.
Dayco had chosen a new tagline that better-conveyed their revamped brand messaging of "people, product, movement", but they needed a way to convey that tagline around the logo without one element overpowering the other.
Using a modified version of Helvetica, I fit the tagline one Dayco bar's length away from the bottom of the logo and aligned the trademark symbols to create a solution that was corporate, modern, yet still conveyed a message of movement.
It was crucial to maintain the aesthetic of the brand, including fonts and colors, when creating a style for the tagline.
The tagline was officially rolled out in March 2016 and is included in the Dayco brand style guide.