Logo & Tagline

The Logo and Tagline is an alternative version of the Logo comprising the
BAE Systems Logo with one of sixteen Tagline variants beneath. Our Tagline is a reminder of the distinctive benefit, the 'Real Advantage', that we give our customers by providing effective solutions through an unrivalled understanding of their needs. It is a consistent statement of differentiation which will help everyone understand and identify with our business.

The Logo and Tagline can be used where the combination of copy and images present the
BAE Systems brand positively and describe a positive benefit to the end user. It should also be from BAE Systems only, not as part of a joint communication.

The Tagline is always set in uppercase, and has a consistent size and distance relationship to the BAE Systems Logo. It should always appear beneath the BAE Systems Logo, and can only be in English or Arabic, using the approved artworks.

Do not create your own Tagline version

The sixteen versions of the Tagline have been developed and approved by the Communications Council for use around the Company. Do not create any more versions.

Getting approval to use the Logo and Tagline

Use of the Tagline must be approved and signed off by your Brand Champion. Inform them that you intend to use the Tagline when you first start planning a communication.

For more information

The above information is only a summary of the Brand Standards in this area. Please download the relevant Brand Standards section and any templates or files from the Downloads box on this page. All internal or external communications require sign-off prior to production by your Brand Champion - you will need to allow enough time for this to take place. Any further questions should also be directed to your Brand Champion. Find their details on Managing our brand in the top navigation.