Do’s and Don’ts of Using a Logo Slogan

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 perfect slogan. They’re short, catchy, simple yet descriptive, and can help boost brand recognition.

What is a Logo Slogan?

A logo slogan, also known as a tagline or strapline, is a catchy phrase that communicates information about your product, service, or brand in just a few words. Slogans can either clearly represent what you offer or evoke an emotion associated with your brand. For example, Apple’s “Think different” or De Beers’ “A diamond is forever.”

Slogans are seen and heard everywhere: in commercials, radio ads, packaging, digital ads, and sometimes in logos. They help brands stand out, making them an important part of brand identity.

Do's and Don'ts of Logo Slogans

Before you decide to include a slogan in your logo, here are some essential do's and don'ts to consider.

Do: Make Your Logo Slogan Descriptive or Emotive

The best slogans either tell you more about the product or service or make you feel something. Consider the purpose of your logo tagline:

• Descriptive: Highlights what you offer. Example: Goldfish's "The Snack that Smiles Back."
• Emotive: Evokes a feeling. Example: Adidas's "Impossible is Nothing."

Don’t: Make Your Logo Slogan Too Long

Great logo slogans are usually short (around four words or less) and attention-grabbing. Studies show that the most liked slogans are around 4.9 words long, while the most recalled slogans are 3.9 words long. Examples include:

• Nike’s “Just do it”
• McDonald’s “I’m lovin’ it”

Do: Consider Other Places for Your Slogan

If your slogan doesn’t fit well in the logo, consider using it elsewhere:

• Website navigation bar or footer
• Business cards
• Printed marketing materials (flyers, posters, coupons)
• Retail storefront
• Voicemail
• Company clothing
• Digital ads
• Promotional items (notebooks, pens, water bottles)

Don’t: Have a Slogan Just Because

Your slogan should serve a purpose. It should clarify your unique selling point or stir emotions. If it doesn't add value or serve a specific purpose, it might be best to leave it out of your logo.

Do: Be Careful with Font Pairings

Choosing the right font for your logo slogan is crucial:

• Keep the font simple and readable.
• Avoid overly decorative fonts.
• Stick to the same font family as your logo but with a lighter weight.

Don’t: Make Your Slogan Trendy

To avoid having to update your slogan frequently, stick to timeless language. Avoid references to current trends or pop culture. Your slogan should grow with your brand and remain relevant over time.

Conclusion

Incorporating a slogan into your logo can enhance your brand identity if done correctly. Keep it short, purposeful, and timeless. Use Logome’s AI logo generator to create stunning logos and pair them with effective slogans. Whether you need a logo maker free of charge or a comprehensive AI logo generator, Logome has the tools to help you create a memorable brand.