Tagline loud and quiet uses

Summary

The two-modes page: it contrasts the tagline used "loud" as an oversized display lockup with the tagline used "quiet", paired small with the url and tucked into the corners of a page.

Visual description

Cream left column (about 18%) with "2.2 Tagline" top-left, a short justified paragraph explaining the tagline works two ways, loud and proud where branding is secondary, or quietly paired with the url, the nav index ("Tagline" bold-arrowed) and the half-disc avatar. The right white panel leads with a very large black "curiosity applied" set across the top in bold lowercase grotesque, with a small "File name hcma-tagline-display" caption beneath it. Below, a large outlined page frame demonstrates the quiet use: a small "curiosity applied / hcma.ca" lockup sits in the lower-left corner, and a rotated vertical copy of the same lockup runs up the lower-right corner, showing horizontal and spine placements. The footer hairline carries "© 2022 hcma.ca", "hcma brand guidelines", and "Version 01".

Key takeaway

Defining a single asset's two registers on one page, the hero display cut versus the modest paired-with-url cut, and showing the quiet version actually placed in page corners rather than floating. Naming the artwork file inline makes the rule production-ready.

Reuse notes

A clean reference for any tagline or strapline that needs both a billboard mode and a utility mode. The corner-placement demo doubles as a layout rule for collateral. Stays inside the book's restrained type-led style.