Greatness Is A Process
Greatness Is A Process is the Paper Planes tagline. It says that greatness is a sequence you move through rather than a state you arrive at or a thing you are given.
It is the same idea the logo carries, stated in words instead of a folded flag - that the distance between where you are and where you intend to be gets closed in stages, and the first stage happens in your head.
How it follows from the logo
The mark is an American flag folded into a paper plane, representing arriving somewhere mentally before arriving physically. The tagline is what happens after that: you have pictured the destination, and now there is the process.
Neither half works alone. A logo about imagination without a line about work is just aspiration. A line about work without the imagination is a motivational poster.
Why "process" and not "grind"
The vocabulary of hustle was available and the brand did not use it. Process implies stages, sequence and something with a shape, a thing you can be partway through and still be doing correctly.
Grind implies effort without structure. The distinction is small in a slogan and large in what it means.
Where it shows up
On product, in the brand's own naming, the schema for this site carries it as the organisation's slogan, and in how the catalogue is built. A founding product still in production a decade later is a process argument in itself.
FAQ
What does Greatness Is A Process mean?
It is the Paper Planes tagline. Greatness as a sequence you work through rather than a state you arrive at or are given.
Is Greatness Is A Process the Paper Planes slogan?
Yes. It is the brand's tagline and it is carried as the organisation's slogan in the site's structured data.
How does the tagline relate to the logo?
The logo, a flag folded into a paper plane, is about arriving somewhere mentally first. The tagline is what follows: the work between imagining it and reaching it.