Weak Taglines Rule The Day

According to Adweek, Grey Worldwide is responsible for the city of Atlanta’s shoddy new logo and tagline.

The new branding effort began earlier this year when Mayor Shirley Franklin formed Brand Atlanta, a partnership between public and private interests to develop an advertising campaign for the city. Franklin wants to attract more tourists and businesses to the city.
The new work replaces the former slogan, “The city too busy to hate,” which was popular for decades as Atlanta tried to distance itself from other areas of the South that favored segregation. The Ray Charles song, “Georgia on My Mind,” had been the city’s anthem for decades and was included on the state’s vehicular license plates until last year.

With all the agency talent available in Atlanta, one might justifiably expect a better creative product.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. And here’s a news flash: Al Ries doesn’t like it!
    I suppose when you position yourself as a global branding expert, and the very city you live in spends millions on a new branding campaign without asking you for an opinion, you won’t be happy with it.
    Check out Al’s new column on AdAge.com:

    “Opportunity. Optimism. Openness” is the new, compelling branding strategy backed by a red-and-white trademark with the letters “ATL” highlighted.
    Opportunity, optimism, openness: Sounds like a slogan for the state of Ohio and not a very good one at that. I’ll guarantee that few people will remember the three Os, let alone connect them with a name that doesn’t have a single O in it.

    Actually, I agree with Al here, and having grown up in Atlanta I can tell you exactly why this slogan is bad, but that’s for another time.
    And being a resident of Ohio, I can also attest that there’s very little opporunity, optimism, and openness up here.

  2. I wrote about this on Friday: http://decentmarketing.typepad.com/weblog/2005/11/atl_launches_ne.html
    The logo and the tagline are both completely flavorless, like cardboard.

  3. “The logo and the tagline are both completely flavorless, like cardboard.”
    And, because of this, they are perfect for the city they tout.

  4. Andrea Rizk says:

    Have you heard the song? It’s the worst…Hear a clip and read what Atlantan’s are saying here: http://atlanta.metblogs.com/archives/2005/10/atls_new_theme.phtml

  5. Constantine,
    Let me guess…You’re a New Yorker who enjoys his center of the universe existence.

  6. There’s positively no emotional connection to found in the new tag line. It’s bone dry and makes one think after reading it, “so what?”