Text that communicates a message. Tagline – expresses the essence of a product, service, business or brand name. Taglines should rarely be changed or altered in order to maintain a familiar message. Slogan – usually associated with promotional campaigns, and is meant to express the core message of the campaign. A slogan can either change, or disappear entirely, as soon as the campaign ends. Logo Design Studio includes a resource library of general slogans and taglines that you can use as a framework to form your own unique message: