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As in all things, follow the « read aloud » rule - how do you want it to ring in your reader’s ear? You want a nice, satisfying, thunk of a conclusion? Use a period (Nike, Gillette, Apple). You want, more of an open-ended cue? Leave it unpunctuated (M&Ms, Wheaties). How about questions (Milk, Wendy’s), or exclams (Campbell’s)? All in bounds and all impossible to legislate.
PS - I first heard the theory that periods cause people to stop reading from a CEO who had all sorts of fun rules. I didn’t have the balls to point out that, if true, it would be bad news for body copy, just about every novel ever written, and the bible. Silly.
PPS - to the snark artist with the comment about random caps being something “my dad, the boomer” would do: hey, he comes by it honestly. Read the Declaration of Independence and you’ll find T. Jefferson had the habit, as well.
Bend rules.
Depends on the brand and what their tone of voice is
In the rare tag line that includes a comma, I also use a period. Otherwise, I don’t.
Just do it.
Headline, maybe. Tagline, no.
That would be my rule of thumb.
I detest headlines without periods, of which I've seen many. It shouldn't even be a point of contention but I've had to "rationalize" it to a CD. 🙄💀
One of the reasons I like writing for a particular tech brand.
Period if it’s a sentence or isn’t but still deserves it. No title case for taglines ever. Why Would You Capitalize Random Words If You’re Not My Boomer Dad?
THANK YOU. Using title case for complete sentences is so Trumpy-looking to me.
No and sentence case. Could caps first letter of each word.
Yes
Lowercase all
I prefer sentence case with punctuation. My partner never designs anything that way lol
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Convos like this remind me I need to learn more about art direction/design. Feel I’m so behind on that stuff.
On a side note, TFW when the AD tries to change your punctuation because of “how it looks” 😩
Think Different.
Title case reads old-timey to me.