BRAND PROMISE “Expect More. Pay Less.” is Target’s brand promise. It is a singular statement, and the two parts cannot be separated. The “Pay Less” portion of the tagline cannot be used in a type size larger or a typeface bolder than the accompanying “Expect More” portion. The words “Pay Less” cannot be combined and used as the single word “Payless” or used in any manner that appears to be the single word “Payless.” The words “Pay Less” can be used descriptively in copy (e.g., “You will pay less for this product at Target”), but cannot be used alone as a trademark or tagline. “Expect More. Pay Less.” has most often appeared in the form of a lockup with the Bullseye logo, as is shown opposite. However, “Expect More. Pay Less.” can also be used independently of the Bullseye, depending on the campaign or application. Whether it is used independently or in a logo lockup, it should have a consistent appearance.