6 Do's and Don'ts of Using a Logo Slogan - Looka (2023)

6 Do's and Don'ts of Using a Logo Slogan - Looka (1)

If we asked you to close your eyes and list five slogans off the top of your head, you could likely do it in under a minute. You can probably even picture the exact branded logo slogan in the context of an ad, or product packaging.

This is the power of a good slogan. They’re short, catchy, simple yet descriptive, and thus, very memorable.

What is a slogan?

A slogan (otherwise known as a tagline, or strapline) is a catchphrase that communicates further information about your product, service, or brand. Slogans can either be clear representations of what you offer or used to evoke an emotion associated with your brand. For example, “Wedding Photographer” or “Just Do It”.

We see and hear slogans everywhere; in commercials, radio ads, packaging, digital ads, and sometimes in logos.

If you’re designing a logo for your business and trying to figure out whether or not to include a slogan, there are a few things to consider. More often than not, a logo slogan can detract from the logo itself unless it’s done right — that’s why we decided to write this blog!

Logo slogan do’s and don’ts

Below, we’ll go over the do’s and don’ts to keep in mind before you jump on the logo slogan bandwagon, along with some helpful examples.

1. Do: make your logo slogan descriptive or emotive

The best slogans either tell you a little bit more about the product or service being offered or make you feel something.

Tip: Consider the purpose of your logo slogan. Is it to add additional information about what you do? Or is it to generate a feeling you want to be associated with your brand?

To answer these questions, you may want to take a step back and assess what distinguishes your brand from your competitors and others in similar markets.

If there is something distinctly unique or different about your product or service, you might want to use your slogan to call this out. If it’s your brand personality and values that distinguish you from others, you might want to go the emotive route.

Deciding this will help you pick the right words to use. You want to be careful not to be too descriptive. Logo slogans are meant to be a little mysterious and leave a person wanting more.

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Take these examples:

Descriptive slogan examples

The Goldfish slogan “The Snack that Smiles Back” is both descriptive of the actual product, and emotive. The implication is a joyful snacking experience, where both snacker and snack are smiling.

6 Do's and Don'ts of Using a Logo Slogan - Looka (2)

Subway’s “Eat Fresh” slogan, while riddled with controversy, concisely describes the (questionably) healthy nature of subway sandwiches.

6 Do's and Don'ts of Using a Logo Slogan - Looka (3)

Emotive slogan examples

Adidas’s slogan, “Impossible is Nothing” evokes an emotional response of power and agency. The ability to overcome obstacles and face challenges is the message Adidas wants to associate with their brand.

6 Do's and Don'ts of Using a Logo Slogan - Looka (4)

The L’Oreal slogan, “Because You’re Worth It”, implies that purchasing their products and using makeup is a way of almost treating yourself. It plays off of a core psychological principle of needing to be “worthy” or “enough” to validate doing something.

6 Do's and Don'ts of Using a Logo Slogan - Looka (5)

In recent years, many companies have moved from clear, descriptive slogans to much more esoteric ones that incite a feeling. Take Fedex for example.

6 Do's and Don'ts of Using a Logo Slogan - Looka (6)

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Fedex Slogan 1978-1983. Source: Forbes.com

6 Do's and Don'ts of Using a Logo Slogan - Looka (7)

Fedex Slogan from 2009-present. Source: leanagileguru.com

The newest FedEx slogan, “the world on time”, still communicates the sense of prompt delivery that its original slogan did without being overly wordy. Ideally, your logo slogan highlights a key benefit, while still leaving something to the imagination.

2. Don’t: make your logo slogan too long

Great logo slogans are usually short, (around 4 words or less), and attention-grabbing by way of humor or some other creative hook.

Nike and McDonald’s have two of the most memorable logo slogans out there.

6 Do's and Don'ts of Using a Logo Slogan - Looka (8)

6 Do's and Don'ts of Using a Logo Slogan - Looka (9)

It’s no coincidence that they’re three words in length. The fact is, these catchy slogans are short and therefore, easy to remember. They don’t necessarily tell you anything about what the company does, but they evoke strong feelings. In McDonald’s case, it’s a sense of ease and joy. In Nike’s case, it’s a sense of determination and action.

But there is another reason that these slogans are so memorable, one that is more practical. Shorter slogans are just plain easier to work with.

Three letters can easily fit underneath a logo without detracting from the logo design. From a design perspective, they can actually help to balance out the logo. Longer logo slogans can disbalance the design, and make the logo less impactful and harder to read.

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If you’re thinking of using a logo slogan, try to come up with something simple and use as few words as possible. Avoid long words and cramming multiple ideas into one sentence. If you’re struggling to keep your slogan short, you should avoid including it in your logo — save it for other marketing materials!

3. Do: consider other places for your slogan

This leads us to an important consideration. If your logo slogan just isn’t working out, don’t worry! There are plenty of opportunities to use your slogan that aren’t directly in your logo.

Other worthwhile places to put your logo include:

  • Website navigation bar, or footer
  • Business cards
  • Printed marketing materials like flyers, posters, and coupons
  • Retail storefront
  • Voicemail
  • Company clothing
  • Digital ads
  • Company jingle
  • Company promotional items like notebooks, pens, and water bottles

Your slogan might actually resonate better and have more of an impact if it’s placed somewhere other than in your logo.

Say you run a small restaurant or cafe, if your staff wore t-shirts or hats with your slogan on them, this would likely leave a stronger impression because your customers are interacting with them every day.

6 Do's and Don'ts of Using a Logo Slogan - Looka (10)

4. Do: be careful with font pairings

Choosing a font for your logo slogan is a critical step. You’ll want to make sure you’re using the right font pairings so you don’t overcomplicate the look of the logo. You don’t want to distract the eye away from your company name!

A couple of rules of thumb to keep in mind are:

  • Keep your slogan font simple
  • Avoid scripted fonts and stick with sans serifs or serif fonts instead
  • Keep the same font family for both your company name and slogan, but reduce the weight of the slogan

All of these logo design rules help to communicate hierarchy, which in turn helps tell the eye what to look at first.

5. Don’t: have a slogan just because

While the idea of a slogan seems nice, your slogan should serve a purpose. Maybe your brand name is a little vague and you want to clarify what you do. This is a solid reason to include a slogan in your logo.

Ideally, a slogan ages with a brand and doesn’t need to be changed for many years. For this reason, try not to contextualize it to any current news or trends. Be honest in how you’re representing your product or service in your slogan. If you’re not, you’ll likely end up having to change it.

6 Do's and Don'ts of Using a Logo Slogan - Looka (15)

Take Campbell’s Soup for example. In the ’80s, the soup company’s slogan “Soup is good food” was countered by the FDA since the soup contained way beyond the recommended daily sodium intake. As a response to this controversy, Campbell’s changed its slogan to, “Mmm! Mmm! Good!” to move the emphasis away from health, to taste.

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In 2017, TD Bank changed its slogan from the longstanding “Banking can be this comfortable” to “Ready for you”. This move catered to the company’s evolving target market, from Baby Boomers to Millenials who care less about comfortable banking and more about convenience.

The move was also made to instill further confidence in their customer’s financial futures.

Many really successful and recognizable brands like Starbucks, Lululemon, and Zara have stayed clear of using logo slogans, and their logos still look great! If you don’t have a substantial need or reason for including a slogan in your logo, we recommend you avoid using one.

6. Keep it timeless

To avoid having to update your logo slogan after a few years, try to stick to simple language. Don’t use references from pop culture, or trending words or phrases, as these will quickly feel out of date.

Instead, aim to communicate your brand personality or product, or evoke an emotion you want related to your brand.

Does your logo really need a slogan?

Let’s recap – adding a slogan to your logo adds more information about your company and generates a feeling associated with your brand. However, logo slogans can also detract from the design of the logo overall if they are too long or complex. If you’re thinking of adding a slogan to your logo you should keep these points in mind:

  • Your slogan should call out your main differentiator, whether your brand personality or your product/service offering
  • Logo slogans are best kept short
  • Consider placing your slogan somewhere other than your logo that might have a stronger impact
  • Slogans should aim to be timeless
  • Have a clear reason for including your slogan in your logo, if you don’t, avoid using one
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Test your logo slogan using our logo maker!


What to avoid in making a slogan? ›

  • Stay away from buzz words - Your tagline should add value to your brand for your audience. ...
  • Don't make your tagline short in fear of being “too long” - Longer taglines often have a better rhythm and syntax and can more easily embody your brand or campaign's voice.
7 Oct 2016

What are the rules in making slogan? ›

7 Steps to Make a Slogan for Your Business
  • Start with your logo. Your slogan works hand-in-hand with your logo. ...
  • Keep it simple. ...
  • Use small words. ...
  • Brainstorm a word list related to your business. ...
  • Make it roll off the tongue. ...
  • Use power words or phrases. ...
  • Test your slogans.
4 Apr 2022

What are the do's and don'ts of design? ›

Do: Focus on one key point in each callout. Don't: Litter the design with them. The backbone of good design is to present something both visually and effectively. This can be disrupted by overloading something with too much information.

What are the 7 tips to making a good logo? ›

7 Elements of a Great Business Logo
  1. It's simple. It's easy to fall into the trap of thinking that your logo needs to be complex, but the best logos are often the most simple. ...
  2. It's memorable. ...
  3. It's timeless. ...
  4. It's relevant. ...
  5. It has high-quality typography. ...
  6. It contains the appropriate colors. ...
  7. It's versatile.
9 Mar 2022

What are 5 key strategies to make a good slogan? ›

5 Important Tips for Writing an Effective Slogan
  • Give them a rhythm, rhyme, and ring. ...
  • Highlight a key benefit. ...
  • Explain the company's commitment. ...
  • Stay honest. ...
  • Keep it short.
23 Oct 2013

What makes a good logo and slogan? ›

The best logo taglines are easy to remember. They have a particular ring and flow, and they're typically no longer than 4 or 5 words. Short and sweet taglines like General Electric's “Imagination at work” are memorable and concise.

What are the 4 characteristics of a great slogan? ›

Sometimes, following just one of them can make all the difference between a good slogan and a great one.Here they are:
  • Simplicity. The best slogans contain just a handful of words, maybe six or seven at most. ...
  • Originality. ...
  • Consistency. ...
  • Highlight the key characteristics. ...
  • Credibility.
22 Jan 2015

What are the 8 slogans? ›

A slogan is a short phrase that is easy to remember. Slogans are used in advertisements and by political parties and other organizations who want people to remember what they are saying or selling. They could campaign on the slogan 'We'll take less of your money'.

What are the 10 slogans? ›

10 Popular slogans to emulate
  • Bounty "The quicker picker upper" ...
  • Old Spice "The original. ...
  • AllState "You're in good hands" ...
  • Subway "Eat fresh" ...
  • Dollar Shave Club "Shave time. ...
  • Airbnb "Belong anywhere" ...
  • Dunkin' "America runs on Dunkin'" ...
  • Kellog's Rice Krispies "Snap!

What are the elements of a good slogan? ›

8 Ingredients of a Great Tagline
  • Keep it short.
  • Convey a single simple idea or benefit.
  • If possible, be specific.
  • Be sure your claim is believable.
  • Avoid generic or clichéd statements that could apply to other businesses.
  • Support or explain your positioning.
  • Make it memorable.
  • Stick with your tagline for the long haul.
11 Oct 2021

Do what you can't slogan? ›

If you are looking for a shining example of a company that has created a consistent and very powerful brand philosophy, look no further than Samsung's new “Do What You Can't” marketing campaign. The campaign is based on the ideals of never being complacent, defying barriers, and ultimately achieving the impossible.

Is Nike a slogan? ›

Whether you view it as an inspirational rallying cry or a bullying command, the slogan 'Just Do It' is hard to avoid in modern life. Accompanied by the familiar Nike swoosh, it appears on bags, T-shirts and billboards all over the world.

What are the 6 design steps? ›

The Engineering Design Process includes six steps. For each step, click the button for an example of how engineers might go about designing a new car.
  • Step 1: State the Problem. ...
  • Step 2: Generate Ideas. ...
  • Step 3: Plan and Select a Solution. ...
  • Step 4: Build the Item. ...
  • Step 5: Evaluate. ...
  • Step 6: Present the Results.

What are the 6 design principles? ›

Start with the six principles of design: balance, pattern, rhythm, emphasis, contrast, and unity. Just as instructional design models and methodologies shape your training strategy, so should these principles shape your basic visual strategy. By applying them, you can create high-impact visuals.

What are the 5 elements of a good logo? ›

Five important elements of logo design
  • Simplicity. “I strive for two things in design: simplicity and clarity. ...
  • Relevance. “Socrates said, “Know thyself.” ...
  • Versatility. “Beauty is the harmony of form and function.” ...
  • Uniqueness. “Insist on yourself; never imitate.” ...
  • Memorable.
3 Oct 2017

What to avoid while making a logo? ›

Logo Design Mistakes to Avoid at All Costs
  • Poor Font Choice. When it comes to creating a successful logo, choosing the right font can make or break a design. ...
  • Too Busy. ...
  • Too Abstract. ...
  • Copycat Design. ...
  • Raster Images. ...
  • Driven by Trends. ...
  • Clashing Colors. ...
  • Unclear Intention.
8 Aug 2018

What is a slogan in a logo? ›

A slogan (otherwise known as a tagline, or strapline) is a catchphrase that communicates further information about your product, service, or brand. Slogans can either be clear representations of what you offer or used to evoke an emotion associated with your brand. For example, “Wedding Photographer” or “Just Do It”.

How do you design a slogan? ›

There are a few basic rules to keep in mind when designing a slogan for your business, such as keep the slogan design simple.
  1. Choose Easy Design for Slogan. Keep slogan design simple because extraneous details in ad copy can add confusion instead of clarity. ...
  2. Emphasize Your Strengths. ...
  3. Avoid the Obvious. ...
  4. Match the Brand.

How do you write a slogan slogan? ›

A slogan is a simple and memorable catchphrase that draws an audience to a particular brand or product. An effective slogan is a key component of successful marketing along with your logo and brand name.

What's a slogan example? ›

Creative Slogans

Examples : Maybelline – “Maybe she's born with it, maybe its Maybelline” Meow Mix – “Tastes so good, cats ask for it by its name”

What are 3 things a logo should be? ›

The fact is, a good logo should be three things:
  • Appropriate – logos should be appropriate in it's feeling. It doesn't need to say a whole lot.
  • Distinctive & Memorable – It has to be unusual enough to persist in our mind. ...
  • Simple – Logos are displayed across various mediums in many different sizes.

Why is a slogan important? ›

Slogans improve campaigns for specific products, aiming to ensure high sales for the company. A slogan can help build a relationship between a brand and the public, by telling the public what the company stands for and what they offer. Slogans use emotion to capture what a product or service can make consumers feel.

What are the 9 characteristics of features of a good brand name? ›

The 10 essential qualities of great brand names
  • Engaging & memorable. ...
  • Distinctive, provocative, buzz-inspiring. ...
  • Appropriate for your brand. ...
  • Flexible and enduring. ...
  • Culturally sensitive. ...
  • Available and protectable. ...
  • Concise. ...
  • Easy to spell and pronounce.

What was the first slogan? ›

What was the slogan? August 1859 saw what is recognised as the world's first advertising slogan appear in print - “Beechams Pills: Worth a Guinea a Box”.

What is the 7 Eleven slogan? ›

Oh thank heaven for 7-Eleven. One of the most memorable ad slogans ever created, “Oh Thank Heaven” has been around for more than 50 years. The catchy slogan positioned 7-Eleven as the place for everything you need.

What is Apple's slogan? ›

Apple's Crazy Ones

Think Different” is one of the most recognizable slogans of the 21st Century. The idea was first introduced in the 1997 TV commercial. “Think Different” is still on Apple products today, 23 years after the TV debut.

What is a popular slogan? ›

What are some examples of famous slogans?
  • Skittles — “Taste the Rainbow”
  • Red Bull — “Red Bull Gives You Wings”
  • Maybelline – “Maybe She's Born With it, Maybe it's Maybelline”
  • Nike – “Just Do It”
  • Walmart – “Save Money, Live Better”
  • EA – “Challenge Everything”
  • Disney – “The Happiest Place on Earth”
29 Jul 2021

What is the famous slogan? ›

"Jai Hind"

The term was adopted as a national slogan by Independent India. The Jai Hind postmark was also the first commemorative postmark of Free India. It was issued on the day of India's independence on 15 August, 1947. Today, "Jai Hind" is a salutation we hear at political meetings and even school functions.

What is brand slogan? ›

In the context of branding, a tagline is a memorable motto or phrase that's designed to serve as a permanent expression of your company's greater purpose and mission.

Can a slogan be 2 words? ›

Just two simple words and the entire milk-marketing landscape was changed forever. “Got Milk?” isn't the only example of a short and catchy slogan. Other examples of a slogan in just two/three words include: “Finger-Lickin' Good”

Can you have 2 slogans? ›

Slogans focus on the activities of the marketing.

They influence the success of campaigns and can help to solidify the overall position of the brand. While a brand will only ever have one tagline at any given time, it may have multiple slogans representing different campaigns, products or services.

What is a sentence for slogan? ›

How to use Slogan in a sentence. The slogan of the team is, "Stand fast. No matter what!" The cruise line's distinctive slogan "A million ways to have fun" carries over to its ships, which are called Fun Ships to get each voyage into the right spirit from the moment of embarkation.

What slogan is Mcdonald's? ›

Some fun, some food, it's all inside this Happy Meal.

What would you do for a slogan? ›

To help you create catchy slogans for your business, here are seven tips to get your creative juices flowing:
  1. Keep it short and simple. ...
  2. Be consistent. ...
  3. Focus on what makes you different. ...
  4. Make it timeless. ...
  5. Ensure it can stand alone. ...
  6. Consider your target market. ...
  7. Get input.
7 Feb 2019

Does Gucci have a slogan? ›

The brand launched its first global tagline, Quality is remembered long after price is forgotten.

What is Samsung's slogan? ›

Samsung Electronics today unveiled its vision for the future, “Together for tomorrow”, during a pre-show keynote event at CES 2022.

Do adidas have a slogan? ›

Among their branding successes is the creation of the Adidas tagline 'Impossible Is Nothing.”

What is Jordan slogan? ›

Back in the 90s, the Jordan Brand has taken inspiration from Nike's classic slogan "Just Do It", and made their own tagline "Dream It, Do It". This slogan has become an appare. Less. The Latest Sneakers.

What are the rules for logos? ›

5 Cardinal Rules of Logo Design
  • Your logo should reflect your company in a unique and honest way. ...
  • Avoid too much detail. ...
  • Your logo should work well in black and white (one-color printing). ...
  • Make sure your logo's scalable. ...
  • Your logo should be artistically balanced.
14 Feb 2005

What should you not put in a logo? ›

Here are 7 things you shouldn't do when creating a logo:
  • Don't Forget About Black and White.
  • Don't Get Wordy.
  • Don't Blindly Pick Colors.
  • Don't Use Too Many Colors.
  • Don't Fuse the Images and the Text.
  • Don't Choose a Bad Font.
  • Never Use Clip Art.
25 Mar 2020

What are the six types of logos? ›

The six types are Realistic, Investigative, Artistic, Social, Enterprising, and Conventional. The theory classifies people into their respective categories by evaluating how a person approaches life situations — and most people fall into more than one category.

Do and don'ts brand guidelines? ›

Branding do's and don'ts
  • DO: Identify your potential customers. ...
  • DON'T: Leave your employees in the dark. ...
  • DO: Develop a brand voice. ...
  • DON'T: Get too hung up on the competition. ...
  • DO: Maintain consistency. ...
  • DON'T: Underestimate the value of good design. ...
  • DO: Focus on your core values. ...
  • DON'T: Make false promises.
14 Sept 2022

What 4 things make a good logo? ›

What Makes A Good Logo? # A good logo is distinctive, appropriate, practical, graphic and simple in form, and it conveys the owner's intended message. A concept or “meaning” is usually behind an effective logo, and it communicates the intended message.

What are the 6 key elements of a brand? ›

The Six Elements of a Brand
  • Brand voice.
  • Brand identity.
  • Brand promise.
  • Brand values.
  • Brand targeting.
  • Brand positioning.
7 Aug 2020

What are the 7 brand elements? ›

These seven elements of a strong brand will help you cultivate a strong, positive brand image to tell the world the right story.
  • Purpose-driven. ...
  • Unique. ...
  • Knows its target market. ...
  • Stays on-brand at all times. ...
  • Authentic. ...
  • Thick-skinned.
2 May 2018

What are the 6 steps in creating a logo design? ›

6 Steps of a Successful Logo Design Process
  • Step 1: Create Design brief- Exploring all the “W”s. ...
  • Step 2: Research. ...
  • Step 3: Sketch to build Concepts. ...
  • Step 4: Feedback and Review. ...
  • Step 5: Digital implementation. ...
  • Step 6: Presentation.
11 May 2016

What colors should you avoid in logos? ›

Avoid these logo color combinations at all costs
  • Multicolor and Rainbow Colors. When you think of multicolor logos, brands like Google, eBay, and Instagram might come to mind. ...
  • Light Colors on Light Backgrounds. ...
  • Bright Pink and Yellow. ...
  • Tones and Shades. ...
  • Neon Colors.
27 Apr 2018

What makes a good vs bad logo? ›

A good logo will be unique and memorable so that it can be easily recalled after someone engages with your brand. A stand-out color palette or a clever shape can help you create a logo to remember. A bad logo will mimic other logo designs and get lost in the sea of similar businesses.

When should you not create a logo? ›

Typically when you're just starting out (and especially if you run a digital/online business), I recommend NOT going through a logo design process. The budgets allocated for logos are often minimal (sub $300) and with that price point, you're likely not going to get a quality product.


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