Positioning lines.

Tag lines.

In some companies, a signature line or tag line is of great importance. It usually depends on the media mix. Sometimes these things are researched for months, argued over, and launched as if they were new products. With others, these lines are not taken too seriously.

These clients want their products and services to speak for themselves and let the benefits of great products rub off on the brand. 

I've done a lot of these 'big lines' and I've included a few of them here.