"After initiation, the disciple's name must be changed to indicate that he is a servant of Lord Visnu. The disciple should also immediately begin marking his body with tilaka (urdhva-pundra), especially his forehead. These are spiritual marks, symptoms of a perfect Vaisnava"

This is a verse from the Padma Purana, Uttara-khanda.

Different types of tilaka markings denote the different sects of Vaisnavism. The Gaudiya Vaisnavas wear two straight, vertical lines on the forehead that meet between the eyes. Whereas the mayavadis, who use the three parallel lines, tripundra.

These marks are ornamented in various ways. Sometimes white or yellow clay is used for marking the outer lines, and turmeric or red sricurna powder mark the central line. Members of the Kumara Sampradaya place on the forehead two vertical lines of white clay (gopichandana) with a central black spot. For members of the Laksmi Sampradaya, the representation of Namam on the Vaisnava's forehead is known as Thirumann, which means the sacred earth. Namam consists of three vertical lines joined at the base, the two outer white lines signifying the worship of Brahama and Vishnu and the red centreline signifying the worship Mahalakshi.

The Urdhva Pundra is greatly regarded and strict procedures are followed to adorn it. There are number of mantras to create the paste of clay with water in one's palm. Nrusimha Beejam is to be drawn at the center after completing the preparation of the paste. The Veda Mantras for the preparatory rituals are seven in number. Panchopanishad Mantra, Ashtaaksharam, Vishnu Shadakshara Mantram, Dwaadasaaksharam, Dwayam (Mantra ratnam), Vishnu Gayatri are to be included in the appropriate phases of the Pundram wearing ceremony. In between the twelve Names of the Lord Mahavishnu are to be recited at the time of the decoration of the individual parts of the body.

Adorning the Urdhva Pundra is a reminder to ignite devotion towards the lord for the one who sees it and also the one who carries it.