{ "media_type": "text", "post_content": "Periods at the end of brand taglines: Yes or no? Sentence case or title case? Just wondering what the consensus is lately.", "post_id": "60e05fb38c3bb000248194ae", "reply_count": 32, "vote_count": 1, "bowl_id": "591a223804ff130016b983f4", "bowl_name": "Copywriters" }

Periods at the end of brand taglines: Yes or no? Sentence case or title case? Just wondering what the consensus is lately.

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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.

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Bend rules.

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Depends on the brand and what their tone of voice is

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In the rare tag line that includes a comma, I also use a period. Otherwise, I don’t.

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Just do it.

likesmart

Headline, maybe. Tagline, no.

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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.

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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?

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THANK YOU. Using title case for complete sentences is so Trumpy-looking to me.

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No and sentence case. Could caps first letter of each word.

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I prefer sentence case with punctuation. My partner never designs anything that way lol

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.

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