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Searching for examples of corporate sloganeering, we happened upon the
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website for Worksop firm Seateld Logistics (www.seafield.co.uk). And found that it's peppered with some of the worst marketing flannel and self-aggrandising poppycock that we've seen for a while.
Best of all is the story behind its slogan, and bear in mind we're not making any of this up: "Seafield Logistics...have a brand new public face and four powerful words to back up their enhanced corporate identity integrated supply chain solutions. To us, it's far more than just a logo and a statement, it's an expression of personality...Good design is no longer the
esoteric pursuit of fashion houses and car manufacturers, instead it's a disciple [we think they mean discipline] that's structured right across the commercial field including logistics, and we want to be at the forefront within our industry. A strong, easily identifiable image is powerful. We're in such a competitive environment, companies need 'high visibility' and it's often survival of the fittest. In many cases, less is more', to get the message out because we're living in an over communicated society."
Aside from the language (which is in serious danger of disappearing up its own fundament) we have two minor quibbles. Firstly, claims of individuality are somewhat redundant when your slogan is only one word away from that of one of your rivals ( see above). And second, consistency would be nice. if your snappy little phrase is 'integrated supply chain solutions' then don't ruin the effect by plastering the alternative 'total logistics solutions' all over your website. Enough said.