These questions comes up now and then . . .
Should there be a period at the end of the tagline?
Should the tagline be all caps? Initial caps on every word? Just the big words?
If you’ve glanced at my Gallery of Taglines, you’ll notice that the taglines I’ve written cover all these options.
So, the answer is, it’s case by case.
If it’s a one-(heaven forbid) or two-word tagline, a period can look odd, but not always. In most other cases, I’m a fan of putting a period at the end of the tagline. I think it brings finality and definition to the line, and anchors the line. Many of my designer friends are inclined in the opposite direction, because the period is, to them, an extraneous element.
A long tagline usually doesn’t look great with every word initial capped, but, again, sometimes it works. If the tagline is all caps, that solves the problem of what words to initial-cap. But a line in all caps may feel to big, bold, loud for the sense of the line.
The point it, you have to respect the content of the tagline, the vibe, the feel, and let that be your guide when figuring out how it should be presented typographically.Remember that the tagline is an important, prominent chunk of branding language, and should be treated so as to underscore its prominence. That doesn’t mean you should use bold type. It just means if the presentation is feeling a little meek or like an afterthought, find a way to fix that, whether it’s going to all caps, or adding a period or changing fonts, whatever it takes.
Under NO circumstance, should the tagline be encased in quotation marks. And in almost every case, it shouldn’t end in an exclamation point. Those are my only hard and fast rules, and even then, the latter rule isn’t quite as absolute as the former.
For anyone out there who’s reading this, I’d be interested to know if you have any additional thoughts, tips or POVs about this topic. Feel free to share.