They may sound out of place. They may sound nerdy and possibly even dirty but brand mottos (aka slogans) are the outcome of a hard working creative process. Their advertorial function cannot be seperated from their effect on constituting the respective brands’ institutional id. Especially the fast consuming goods market, no matter how big or worldwide the company is, ultimately depends on some kind of a phrase to go along with their label. But what if they were completely honest with their slogans? Clif Dickens, a creative designer, answers this question for us by changing the world’s better-known companies’ slogans into honest ones and makes a fool of them. Enjoy and share the fun with your friends!