Tunnuslause

Tunnuslause is a short phrase used to identify and convey the core message of a group, organization, brand, or campaign. It functions as a mnemonic anchor in branding and communication, and can appear on logos, marketing materials, websites, or in speeches.

The term is formed from tunnus (identifier, symbol) and lause (sentence or phrase). It is widely used in business branding, politics, public administration, and sports, where a concise phrase helps distinguish an entity and express its aims or values.

In practice, a tunnuslause can serve as either a motto, a slogan, or a tagline. It is typically brief, memorable, and reflective of the organization’s identity. A motto tends to embody enduring principles, while a slogan may be more campaign- or product-specific. In Finnish usage, tunnuslause covers both functions, with the exact role depending on context and longevity.

Differences from related terms are not rigid; a tunnuslause may evolve over time as branding or messaging shifts. It is often distinguished by its branding purpose rather than formal linguistic criteria, and it may be more neutral than emotionally loaded phrases used in everyday speech.

Creating an effective tunnuslause involves clarity, brevity, and relevance to the audience. It should align with core values, be easy to remember and pronounce, and avoid clichés. Testing with target groups can help ensure it conveys the intended identity and resonates across contexts.

Examples of tunnuslause include generic phrases such as “Yhdessä eteenpäin” or “Parhaaksi kaikille,” which illustrate the idea without tying the phrase to a specific real-world entity.