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Tagline misuse page with a 4x3 grid of crossed-out cells, each showing one prohibited way of setting or placing the curiosity-applied tagline.
Summary
The tagline "no-goes" page: a twelve-cell crossed-out grid showing the wrong ways to set, align, place, or substitute the "curiosity applied" tagline.
Visual description
Cream left column (about 18%) with "2.2.3 Tagline no-goes" top-left, a one-line "Things to avoid when using our tagline" intro, the nav index ("Tagline" bold-arrowed) and the half-disc avatar. The right white panel is a 4-column by 3-row grid of outlined boxes, each struck through with a faint diagonal and captioned: "Don't capitalize the tagline", "Don't use the tagline in uppercase", "Don't double stack the tagline with the url", "Don't right align the tagline and url", "Don't position vertically on the left margin", "Don't position horizontally in the bottom left corner", "Don't position in the top right corner", "Don't orientate the tagline and url this way unless on a spine of a book", "Don't change the typeface", "Don't centre-align the tagline and url", "Don't substitute the tagline", and "Don't use the tagline with the logo" (this last cell shows the tagline locked under the hcma mark). The footer hairline carries "© 2022 hcma.ca", "hcma brand guidelines", and "Version 01".
Key takeaway
Extending the same 4x3 crossed-cell misuse matrix from the logo section to the tagline, so the book keeps one consistent "don't" grammar across elements. Mixing type errors (capitalisation, alignment, typeface) with placement errors in one grid covers both kinds of mistake.
Reuse notes
A reusable tagline or strapline misuse page; mirror the logo no-goes grid for consistency across a brand book. Tailor the twelve violations to your tagline's real failure modes. The faint diagonal cross keeps each wrong example readable.
From this deck: Tagline no-goes grid
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