It is rare to see a company truly embrace their tagline. And even rarer to use the tagline as a demonstration of the brand. Today I spotted the van above. Classic Color is a printing company. I don’t need to know anything more about them than the tagline, and especially the design of the tagline, to know they are a high end, high quality company.
It’s true that Classic Color has an advantage in that they are in a visual, art-related business which lends itself to such a tagline. That might mean something, if I hadn’t seen so many similar companies with pedestrian taglines, treated with a yawn, if they had a tagline at all.
It’s also true that the tagline, were it designed in a more ordinary way, the way their brand name is, would not be anything special. But it’s not. The tagline and its design are one entity, so that the actual words of the tagline are made true by the design.