Aage Johansen wrote:

>
> There are limits to what you can put into a slogan. In particular a good
> slogan. It needs to be short, and not silly. Maybe something like:
> "Firebird - Full Featured and Free". What the features actually are must
> follow.

Very true. We're trying to put too much information into it. That would
never work. Slogans are about emotions, not about facts. They should
invoke certain feeling in reader/watcher/listener attached to the rest
of message that contains facts. It may also provoke curiosity to learn
more about product. Watch any commercial for examples.

There is also no need for clear, verbose link between the slogan and the
product (i.e. slogan doesn't need to be descriptive), although it may
help. But slogans must be distinctive, easy to remember and must have
strong positive emotional load. The link between slogan and product is
built in people's mind by repetition/exposure to both parts,
information/image and slogan. Over time this link is strong enough that
exposition to slogan itself will automatically invoke the rest of message.

For example, I would go with something like:

Firebird - The legend continues.

This could be combined in several formats:

a) Slogan alone. No much info, but *strong positive emotions attached to
name Firebird* (which is good value for itself). Should stimulate
curiosity ("What legend?") to learn more. Good for T-shirts, headlines,
link buttons etc.

b) Followed by one-liner with basic description, preferably created as
Firebird acronym (good for e-mail signatures). For example: Free
Inexhaustive Reliable Enterprise Befitting Ingenious Relational
Database. Could have many, many variations.

c) Followed by 10 lines description (general description, basic facts
papers).

best regards
Pavel Cisar