{"id":14666,"date":"2022-07-19T10:47:26","date_gmt":"2022-07-19T14:47:26","guid":{"rendered":"https:\/\/wordpress-715453-3009179.cloudwaysapps.com\/?p=14666"},"modified":"2023-04-27T23:47:40","modified_gmt":"2023-04-28T03:47:40","slug":"dos-and-donts-of-using-a-logo-slogan","status":"publish","type":"post","link":"https:\/\/wordpress-715453-3009179.cloudwaysapps.com\/blog\/dos-and-donts-of-using-a-logo-slogan\/","title":{"rendered":"6 Do’s and Don’ts of Using a Logo Slogan"},"content":{"rendered":"

\"do's<\/p>\n

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.<\/p>\n

This is the power of a good slogan. They\u2019re short, catchy, simple yet descriptive, and thus, very memorable.<\/p>\n

What is a slogan?<\/h2>\n

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, \u201cWedding Photographer\u201d or \u201cJust Do It\u201d.<\/p>\n

We see and hear slogans everywhere; in commercials, radio ads, packaging, digital ads, and sometimes in logos.<\/p>\n

If you\u2019re designing a logo<\/a> 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\u2019s done right \u2014 that\u2019s why we decided to write this blog!<\/p>\n

Logo slogan do\u2019s and don\u2019ts<\/h2>\n

Below, we\u2019ll go over the do\u2019s and don\u2019ts to keep in mind before you jump on the logo slogan bandwagon, along with some helpful examples.<\/p>\n

1. Do: make your logo slogan descriptive or emotive<\/h3>\n

The best slogans<\/a> either tell you a little bit more about the product or service being offered or make you feel something.<\/p>\n

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? <\/div>\n

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.<\/p>\n

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\u2019s your brand personality<\/a> and values that distinguish you from others, you might want to go the emotive route.<\/p>\n

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.<\/p>\n

Take these examples:<\/p>\n

Descriptive slogan examples<\/h4>\n

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.<\/p>\n

\"goldfish<\/p>\n

Subway’s “Eat Fresh” slogan, while riddled with controversy<\/a>, concisely describes the (questionably) healthy nature of subway sandwiches.<\/p>\n

\"subway<\/p>\n

Emotive slogan examples<\/h4>\n

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.<\/p>\n

\"Adidas<\/p>\n

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.<\/p>\n

\"l'oreal<\/p>\n

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

\"old

Fedex Slogan 1978-1983. Source: Forbes.com<\/p><\/div>\n

\"fedex

Fedex Slogan from 2009-present. Source: leanagileguru.com<\/p><\/div>\n

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.<\/p>\n

2. Don\u2019t: make your logo slogan too long<\/h3>\n

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

Nike and McDonald\u2019s have two of the most memorable logo slogans out there.<\/p>\n

\"mcdonalds<\/p>\n

\"nike<\/p>\n

It\u2019s no coincidence that they’re three words in length. The fact is, these catchy slogans are short and therefore, easy to remember. They don\u2019t necessarily tell you anything about what the company does, but they evoke strong feelings. In McDonald\u2019s case, it\u2019s a sense of ease and joy. In Nike\u2019s case, it\u2019s a sense of determination and action.<\/p>\n

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.<\/strong><\/p>\n

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.<\/strong><\/p>\n

If you\u2019re 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\u2019re struggling to keep your slogan short, you should avoid including it in your logo \u2014 save it for other marketing materials!<\/p>\n

3. Do: consider other places for your slogan<\/h3>\n

This leads us to an important consideration. If your logo slogan just isn\u2019t working out, don\u2019t worry! There are plenty of opportunities to use your slogan that aren\u2019t directly in your logo.<\/p>\n

Other worthwhile places to put your logo<\/a> include:<\/p>\n

<\/p>\n