Play on Words

Is there a fine line between being cutesy and clever with your branding and messaging? YellowBook recently launched a new corporate logo and tagline, “Say Yellow to the Future” using a play on words to communicate a new beginning. When Time Warner Telecom recently updated its corporate identity to “tw telecom,” its homepage included flash banners such as “twusted, twied and twue.” I recently checked back and found the messaging banners were gone. I think that answers my question.

By: Kelly Wilson