Startup Taglines & Our Re-Branding

I’ve been thinking recently about startup taglines. At ArrayFire (yes we are re-branding our company to “ArrayFire” and will stop using the name “AccelerEyes” in the near future), we have gone through an evolution of taglines:

1. Personal Supercomputing – (2007) we launched with this because it was grandiose and a great high-level relevant statement (we started using this tagline before anyone else in the industry); it was a reflection of the broad industry trend which was the underlying reason we were starting our business
2. Simple Software for GPU Computing – (2008) we changed to this because we felt we needed to be more specific in our tagline to describe what we do; broad industry trends were no longer our focus as much as getting people to use our beta software products
3. Delivering Productivity in Technical Computing – (2009-2010) formulated by our VP of Sales & Marketing, this tagline was a step back-up the ladder in terms of generality; we started using this one because we were courting investors and wanted something less pigeon-holed than before
4. <chaos> – (2011-2013) we really had no strategic plan around taglines; we simply used whatever tagline fit the moment and was convenient; my favorite among these was “Do More, Code Less”

We are now searching for a better tagline to use consistently with our brand. We have strong branding elements that will be released with our re-branding launch very soon. At the heart of this re-branding effort is our thesis:

“If you want faster code, you’ve come to the right place.“

While that’s good for a longer tagline, we want a shorter version of the same. Here are options we are considering:

1. Faster Code – very simple and everything we do is about that
2. Your Code, Faster – one more word; humanizes the tagline and puts the focus clearly on the customer
3. Making Your Code Faster – another word; less reliant on the comma of the previous version; action oriented

A few days ago, it was fun to tweet a little about the Atlanta Tech Village tagline. Taglines are hard to nail down as startups and their markets shift their focus and priorities.

Which of those 3 taglines above do you like the best, or do you have others to suggest? How has your startup’s tagline evolved?

PS: Discarded taglines include:  “Come on baby, light my fire”, “We didn’t start the fire”, “Kick the tires and light the fires”, “Play with fire”, “Light a fire under your…code”

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