Tagline as display element

Summary

A real-world display example: a photograph of a stacked broadsheet newspaper whose pale-blue cover uses "curiosity applied" as a masthead above a big editorial serif headline, "Allow us to reintroduce ourselves", with "re" set in orange.

Visual description

Cream left column (about 18%) with "2.2.1 Tagline as a display element" top-left, a short justified paragraph noting the expanded tagline artwork must be used for display so the spacing between letters stays balanced, the nav index ("Tagline" bold-arrowed) and the half-disc avatar. A small note near the top-right of the panel reads "The masthead on the broadsheet is an example of the tagline being used as a display element". The right panel is filled by an angled photograph of a thick stack of newsprint; the top sheet has a dusty pale-blue printed area carrying "curiosity applied" in dark green bold lowercase as a masthead, and below it a very large dark-green serif headline "Allow us to reintroduce ourselves" running across several lines, with the syllable "re" highlighted in orange. The footer hairline carries "© 2022 hcma.ca", "hcma brand guidelines", and "Version 01".

Key takeaway

Demonstrating the tagline in a genuine printed artefact, a broadsheet, so the abstract "display element" rule lands as a real piece. The single orange accent inside an otherwise green serif headline shows how one highlighted syllable can carry energy without colour clutter.

Reuse notes

A good way to make a typographic guideline tangible by mocking it onto an actual deliverable. The serif headline plus single-word accent is a reusable editorial move for covers and campaigns. Requires a convincing mockup and a serif that pairs with the brand sans.