A Collection of Three Word Brand Haikus
I’m not sure what is in the marketing water that has caused an explosion of brand haikus, but everyone is drinking it. Traditional “haikus” are poems with three lines and a 5–7–5 syllable pattern. However, “brand” haikus (which I just coined) are words that are tacked on to logos or wordmarks that companies use to concisely explain their mission. (Marketers appear to include this in the more general category of “taglines”)
There is a common pattern of using three words to do this job. This might be because of a need to cut through the clutter of full sentences, or perhaps to drive search engine hits by creating unique combinations of words. I interpret the trend as an emotional appeal, almost like poetry. The meaning remains strategically vague, avoiding an actual commitment to explaining what you mean. Because, I guess, who has time?
So without further ado, here is a collection of 45 three word logo-haikus that Bill Tomlinson, Jonathan Alexander, and I have been collecting. (If you want a proper rant about this trend from a professional, check out this screed.)
1. Educate. Inspire. Act.
Santa Barbara Earth Day: Community Festival
2. Provide. Prepare. Prevent
Teen Road to Safety: Advanced Driving School for Teens
3. Safety, Service, Security
4. Pride, Protection, Prevention
5. Faster. Smarter. Better.
Sit Means Sit: Dog Training
8. Switch. Ride. Save.
Verizon ad campaign
9. Hope. Care. Cure.
10. Hospital. Research. Foundation.
Also Seattle Children’s Hospital (very fond of this they are)
11. Live | Work | Build
UC Irvine Informatics Department: University Department
12. Effect • Expand • Evolve
iConference 2017: Academic Conference
13. Technology, Safety, Community
CHI 2005: Academic Conference
14. Interact. Inform. Inspire
CHI 2006: Academic Conference
ACM CHI 2008: Academic Conference
16. Explore Innovate Inspire
ACM CHI 2017: Academic Conference
17. Lead, Learn, Thrive
18. Question, Imagine Understand
Both are Marketing Materials for MIT Press
19. Reconnect. Reminisce. Relax
Cornell Club of New York: Alumni Club
20. Protection Detection Resolution
Marketing Materials for IdentityWorks from Experian: Credit Agency
22. Pride. Commitment. Community.
Jordano’s: Food Service:
24. Innovate. Integrate. Ignite.
Calit2: University Research Organization
25. smart. safe. sanitary
San Jamar, Commercial Sanitary Products
26. engage. discover. dialogue
SpeedFaithing interfaith event at UCI
27. Unite. Resist. Enlist
Human Rights Campaign Volunteer Drive: Activist Organization
28. Awareness. Advocacy. Activism
Human Rights Campaign Volunteer Drive: Activist Organization (they are into it)
29. Learn Lead Succeed
Claremont McKenna College admissions Materials
30. Create. Imagine. Discover.
Calvin College Marketing Materials
31. Learn. Connect. Lead.
American Enterprise Institute Connect App
32. Shoes. Style. Selection
Warehouse Shoe Sale Rewards Club
33. Rental — Leasing — Logistics
Penske Moving Truck Rental company
34. Run. Rock. Save.
Geico Car Insurance Marketing Materials for Running Races (e.g. 10K)
35. Survive. Shine. Resist
Bus Sign for The Lesbian, Gay, Bisexual & Transgender Community Center in NYC (h/t Jonathan Alexander)
36. dine. dwell. discover
Promotion for 100 Block Knoxville Development District (h/t Jonathan Alexander)
37. Live work enjoy
Santa Ana promo sign at train station
38. Energy Vision Commitment
Spotted on a bumper sticker in New Zealand (h/t Bill Tomlinson)
39. Respect. Recognition. Rewards
Veteran’s Advantage: Rewards Program
42. Learn, Live, Experience
USC College promotional materials
43. Inspiration, Innovation. Impact
UNLV Graduate College Sudent Research Celebration
44. Respect. Legacy. Revenge.
Power: TV Series
45. Scholarship.Inspiration. Leadership.
46. Technology | Innovation | Career
47. Educate — Discover — Empower
Please stick to just three words
Cape Code MOVES
Motion. Organize. Volunteer. Energize. Strong.