I fully believe in tags/collars, a dog will be returned faster if a visible tag is seen. I just keep his name and my cell # on it, I get 'fancy' tags from
Fetching Tags and Aggie's Anvil because all our old cheapo tags never lasted and I was sick of them scratching off so it's worth the money to me to get nicer ones. Plus you can read them better as the engraving is deeper and darker.
I have a microchip in Jackson too for backup.