Concepting a fresh brand tagline is good fun and draws a crowd of opinions. Buckle up.
My mission for this one was to write a tagline marking the organization’s tenth year.
A tagline is a history, a persona, a legacy. Not to mention a pretty one-liner summarizing twenty pages of messaging for Q2 objectives.
The challenge before me was that it needed to reflect:
Team Rubicon has been responding to disasters and helping survivors recover for over ten years
appeal to various audiences
while weaving in the brand’s military veteran and civilian culture
No problem.
Let’s see.
TEN YEARS FORGED IN SERVICE …
ALWAYS SERVING. NEVER FINISHED…
ANSWERING THE CALL SINCE 2010…
Winner
A DECADE OF SERVICE AND GRIT
It fit perfectly with the logo for the annual fundraising event: Salute to Service.
And the new tagline complements powerful disaster and crisis response imagery.
