The Strapline Conundrum
We are all in agreement that the Solinear insignia has been beautifully designed with its geometric shape complemented by an understated sans serif font – simple yet sophisticated, distinctive and timeless. However, it was felt that the strapline could be a little vague and might be misinterpreted, after all ‘integration | imagination | innovation’ are positive nouns, and work well together, but could apply to many industries.
Does it do exactly what it says on the tin?
Whilst a selection of enticing nouns has been the staple ingredient for those arty eau de cologne adverts, Solinear wanted a more precise strapline. A ‘does exactly what it says on the tin’ tagline you might say – a great example of an advertising slogan, originally created by advertising agency HHCL & Partners for Ronseal in 1994, and over the past 25 has become a popular idiomatic phrase, colloquially suggesting that the name of something is a precise description of its characteristics.
More ‘Ronseal’ not ‘Rabanne’
People who know the Solinear name understand what we do but for those who don’t, we can be a bit of a mystery and we are often asked about what we do, so, the new strapline needed to offer more explanation for those who have never encountered the Solinear brand.
Being abstruse and enigmatic is fine for the perfume ads but for the fast-moving, contemporary construction industry where time is of the essence, Solinear’s new strapline needed to be more ‘Ronseal’ than ‘Rabanne’.
Although solar shading/brise soleil and architectural louvres are extremely vital for contemporary builds, especially with the desire for large expanses of glazing, all too often they are after thoughts – overlooked until the full glare of the sun is beating down on the unfortunate occupants of the fully exposed building. Solinear is often contacted by exasperated contractors who are working to a very tight deadline and need swift solutions, so anything that immediately identifies what Solinear can do for them is a distinct advantage.
As we are continually developing and expanding products and services, the new strapline had to encompass everything that Solinear is able to provide.
Eureka
We had been debating the new strapline for some time, batting around words and ideas during our regular marketing meetings, and then Tom (Director) suggested ‘Specialist Architectural Façade Engineers’ which was quickly picked up on for being a very fitting, but completely unintentional and fortuitous, acronym…SAFE!
Are you in SAFE hands?
In certain parts of the world the word safe has evolved from its basic definition meaning, protected, defended, shielded etc. to mean cool (status not temperature!), friendly and agreeable and is sometimes used as a salutation or acknowledgement that something is generally good or of exceptional quality. Whoever uses it and in whatever capacity it is applied, the word safe encompasses positivity, excellence and security.
SAFE embodies everything that Solinear stands for and extends to every aspect of the company.
Our mission statement explains that we provide a safe and positive working environment in which creativity, talent and teamwork remain our core values. Our commitment to safety is paramount, everybody has the right to return home after work healthy and happy. Solinear holds industry respected safety accreditations www.solinear.co.uk/accreditations/ including Safe Contractor alongside our ISO 9001 Quality Assurance certification. We are dedicated to maintaining these, amongst others, as well as working towards additional accreditations and continuing our progression as a reliable and responsible company with a long history of safety awareness.
Our clients can be confident that they are in SAFE hands.
Find out more on our blog page:
www.solinear.co.uk/solinears-iso-9001-success/
www.solinear.co.uk/solinear-is-delighted-to-be-certified-as-a-safe-contractor/
www.solinear.co.uk/solinear-awarded-constructionline-gold-member-certification/
