Question

Topic: Taglines/Names

Structural Engineering Firm Slogan

Posted by Anonymous on 4/7/2010 at 12:49 AM ET 125 Points
I'm working on a new tagline for Sargent Engineers, a structural engineering firm that caters mostly to local agencies: cities, counties, state departments, and federal agencies. The core products are designing, maintaining, and inspecting bridges, buildings, and reservoirs. Some of the structures are aesthetic, but many of them are purely functional.

The company hasn't spent much time on marketing in the past, so it has a bit of an identity crisis. Its clients like that the company is smaller and can offer service on a more personal level. Local agencies also like supporting a company in their own community. The main customers are other engineers, architects, or public officers.

Despite the identity crisis, I need to come up with a tagline for the new website and general re-branding. Some of the managers are the company are fixated on "Client-focused Engineering" as the tagline, but I think it's too general. The logo is just a form of text "Sargent", so it'd be nice for the tagline to somehow indicate engineering. Any ideas?
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RESPONSES

  • Posted on 4/7/2010 at 7:55 AM Moderator
    I'd make sure the tagline includes some reference to the community or location. Use the city name, or a specific reference to the region, so people understand this is a business with deep roots in the community it serves.

    "Keeping Elm City Safe and Strong" is the general approach I'd use, though I haven't thought much about the specific wording or whether the "safe and strong" is the best/ultimate benefit.

    I would also look for a benefit rather than an "engineering" term. The name already says "engineers."
  • Posted by Jay Hamilton-Roth on 4/7/2010 at 9:13 AM Member
    Along Michael's idea - Supporting Elm City Since 1975 (or whatever year it was founded).
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