What the tagline means

Practically Tanner's tagline behaves like a signature, not a slogan: lowercase, widely letterspaced, and set small — the way you'd sign off a note, not the way you'd headline a poster.

Blown up to headline size it would read as a slogan, which is the opposite of the point. Instead it's sized to the wordmark itself — a fraction of its cap height, wherever the wordmark appears, including on this page.