10 Do’s and Don’ts of Creating Logo Slogan (Ultimate Guide)

Before you get started with the design of your logo, it’s important to consider what type of logo slogan will best represent your brand.

A good slogan can help build identity and provide a consistent voice across all marketing materials. It’s important to remember that a slogan isn’t just a tagline, but rather an expression of your brand’s values and personality.

A good slogan will be memorable and make people feel something—whether it’s excitement or nostalgia, it should connect with its audience in some way.

So, in this article, we’ll go over how to create a slogan, how not to create a logo slogan and some examples of great slogans that you can use as inspiration.

What is a logo slogan?

Do's and Don'ts of Creating Logo Slogan
Image Credit: Freepik

A slogan is a short, memorable catchphrase used to promote or sell something. It’s often created as an advertising campaign and repeated until it becomes ingrained in the consumer culture.

The word “slogan” traces back to 1770s Scotland but its use has spread worldwide through advertising and as a municipal identifier. Slogans vary from short and simple to long and elaborate.

They may be simple phrases or they can be long sentences with multiple clauses; they often rhyme; but most importantly they must be easy to remember so that consumers will recall them when making purchase decisions at the point of sale (POS).

Is it necessary to have a logo slogan?

Logo slogans are not necessary if you are a startup. The logo is the first impression of your brand, and it should speak for itself.

A slogan adds an extra layer that may be unnecessary if you don’t have much experience in branding or marketing.

If you’re well-established, however, having a slogan can help reinforce your identity among customers who already know who they’re looking at when they see your logo–it gives them something else to connect with and remember about the company/brand besides just its visuals (which might change over time).

Slogans can also be used to help identify your brand with a certain set of values or ideals.

For example, if you’re an environmentally-friendly company, having a slogan that reinforces this can help ensure people know when they see your logo that they’re looking at a company they can trust.

Do: know your audience

Do's and Don'ts of Creating Logo Slogan
Image Credit: Freepik

In order to create a slogan that is going to be successful, you need to know your audience. You need to understand what they want and how they think about things so that you can come up with ideas that speak directly to them.

  • Who is my target market?
  • What do they want from me?
  • What are their interests and hobbies?
  • How do they spend their free time (hobbies/interests)?

If you don’t know the answers to these questions yet, take some time now or later on down the line when creating your logo slogan so that you have an understanding of who will be seeing it most often before writing anything down!

If you don’t know the answers to these questions yet, take some time now or later on down the line when creating your logo slogan so that you have an understanding of who will be seeing it most often before writing anything down!

It’s important to understand where your target market spends their time and what they do in their free time. This will help you come up with ideas for a slogan that speaks directly to them.

A good example of this is sports teams like the Chicago Bears or New York Yankees; these teams know exactly who their audience is, what they want from them, and how they think about things.

Also read, Top 12 World Famous Logos and Their Story

Do: keep it simple

Nike just do it slogan
Image Credit: 1000 Logos

Keep it short. Keep it simple. Make sure it’s relevant to your business and/or industry, not just a random phrase that sounds good to you.

Your logo slogan should be easy to understand, and it should be able to tell a story in one, two, or three words.

Make sure that the slogan can be easily remembered by anyone who hears or sees it, even if they don’t know what the company does in detail yet (this is why “we make good shoes” isn’t a good idea).

A lot of people will see the logo without reading any other information about your company first, so make sure they understand what you do from just this one word or phrase!

The long and short of it is that you should always be asking yourself, “Does this make sense?” If your slogan isn’t clear, people won’t understand what you are trying to say and that doesn’t help anyone.

Don’t make the slogan too long

A good logo slogan should be short and to the point, not lengthy or complicated. The ideal length is three words or less, but if your message needs more than that, break it down into two or three separate slogans (for example: “We Are The Best” vs “We’re The Best”).

If you decide to use an abbreviation in your slogan (e.g., “VIP”), make sure that it’s widely used enough so that people can understand what it means without having to look at their phone every time they see it!

Keep it simple and easy to understand You should be able to explain your slogan in one sentence. If someone asks you what it means, can you sum up the message in just a few words? If not, then it might need some work! Just because you like it doesn’t mean anyone else will

The long slogans are not always the best. The shorter, snappier slogans are easier to remember and more likely to be shared with friends. If you can’t explain your slogan in one sentence, then it’s probably too long!

Do: Make it descriptive or emotive

A slogan should make people think of your brand or business. It should also have a positive feel to it, so try not to use negative words like “no”, “not” and “never”.

You don’t want people thinking about what you’re NOT doing – instead, focus on what you ARE doing that’s positive for the customer!

Try to make it descriptive or emotive, rather than just a list of features.

Descriptive logo slogan

Apple think different slogan
Image Credit: 1000 Logos

A descriptive logo slogan describes your company in a short, concise way. It tells the reader what you do, who you are, and why they should care about your brand.

For example: “We help businesses grow.” Or “Fastest delivery ever!” Descriptive slogans are often used by established brands that have been around for years or even decades–think Coca-Cola (“The real thing”) or McDonald’s (“I’m lovin’ it”).

Emotive logo slogan

Coca-cola open happiness slogan
Image Credit:  Coca-Cola

Emotional slogans are a great way to express the message of your brand. Emotional slogans can be used to attract customers, as well as convey the message of your brand.

Customers are attracted by emotional slogans because they’re memorable and easy to understand. They also help customers remember what you want them to remember about your business or product.

Emotional slogans can be used as part of an overall marketing strategy or campaign. Emotional slogans are often combined with other types of slogans, such as descriptive or witty.

You may also like Top 10 Factors to Consider Before Designing a Logo

Don’t create one if not needed

If you’re not sure whether or not your brand needs a slogan, it’s best to just leave it out. If you do decide to include one in your logo design, make sure that it’s relevant and fits with the rest of your branding efforts.

If you want to use a slogan, make sure that it has some meaning behind it. The best slogans are often short and sweet–they should be able to convey what makes your business unique in just a few words (like Coca-Cola’s “Enjoy”) or even just one word (like Apple’s “Think Different”).

The best slogans are also easy to remember, and they make people feel something. If you can’t think of a slogan that accomplishes all of these things, leave it out–and let your logo design speak for itself.

It is not always necessary to have a slogan – if your brand is strong enough, it will speak for itself.

Do: Consider all mediums for your logo slogan

Nike logo on a cap
Image Credit: Nike Store

The first thing you’ll want to do is consider all mediums for your logo slogan. You need to make sure that it looks good in all of those places.

Consider how your logo slogan will look on a website, in an email signature, on the packaging, and on social media posts.

Your slogan should be easy-to-read and should stand out from the rest of the content around it so that people can easily see what it is saying when they visit your site or open up one of your emails.

You also need to think about the size of your logo; if someone only has large text next to their picture, they may not have enough room left over after adding their tagline/slogan because there isn’t much space between each letter (try reading “Google” without spaces).

You should also consider how your slogan will look in different colors. Will it still make sense if the color is changed?

It’s important to find the right balance between simplicity and creativity when writing a tagline because you don’t want it to be too generic or cliche but you also want it to stand out from other businesses.

Do: Make it timeless

Disney logo
Image Credit: 1000 Logos

Make it timeless. Don’t use trendy phrases, slang, or fonts. Use a slogan that will stand the test of time and appeal to people who may not be familiar with your company.

Your slogan should be broad enough to apply across all of your marketing materials, but specific enough so it doesn’t conflict with the branding used by other businesses.

For example, “We are here to help” works well for a law firm because people will understand that you offer legal services (even if they’re not sure what type).

Don’t use phrases that have been overused by other businesses. If you can’t think of anything original, ask your friends and family for ideas.

A timeless logo slogan can make a huge impact on your brand. Your slogan should be memorable, easy to understand, and communicate what makes your company unique.

Don’t forget to check out our trending article on 10 Professional Logo Trends for the Next 5 Years

Don’t use symbols in the slogan

A logo is a visual representation of your brand, so it’s important that you use words that can be understood by everyone.

If you use symbols in your slogan, people will be confused by what they mean and how they relate to your business. For example, a lawyer’s logo might have a gavel with the words “Justice for All” written next to it.

This is confusing because it doesn’t tell people what kind of law you practice or why their case should be handled by you instead of another firm.

A symbol or icon might look good at first glance and might even help you to remember your brand, but it can also cause confusion when trying to explain who or what you are or do.

If you do decide on using a symbol in your logo slogan keep it simple and easy to understand; this way people will know exactly what they’re looking at without having too much difficulty understanding its meaning.

Do: Mindful font pairing

Adidas impossible is nothing slogan
Image Credit: 1000 Logos

When you’re choosing fonts, it’s important to think about how they look together. The font you choose can have a big impact on how your logo slogan is perceived.

When you’re choosing fonts, it can be tempting to use more than one. However, this can actually work against you in the long run.

It’s best to stick with only one font for your logo and make sure that it’s legible and readable on its own before adding any other elements.

You want to make sure that the words are easy to read and relevant to what they say, while also keeping in mind the goals of your logo (whether it’s for business or personal use).

If possible, try testing out different combinations with different fonts before settling on one. This will help determine which one works best with your brand identity as well as how readable both parts are by themselves–and if they’re readable at all!

Don’t forget to ask for feedback

Do's and Don'ts of Creating Logo Slogan
Image Credit: Freepik

It’s important to ask for feedback from your friends and family. When people have a say in the design process, they are more likely to use your product.

After creating the logo slogan, If you’re not sure whether or not your slogan is any good, ask a few people what they think of it.

If they don’t get it or have no idea what it means, then try re-writing it! Once you’ve got something that works, test out different versions with different groups of people to see which one gets the best response.


In conclusion, the most important thing to remember when creating a logo slogan is to make sure it’s relevant and appropriate for your brand. If you do this, then there’s no doubt that your customers will find it memorable and effective!

Recommended Reading: How to Choose the Right Color for Your Logo Design


What should you avoid in a slogan?

Bad slogans often try to be too clever, and they’re usually not. They also tend to be vague and don’t really say anything useful. Make sure your slogan isn’t any of these things!

What are the five 5 key elements of a great slogan?

5 key elements to a great slogan:
1. It has to be short, catchy, and memorable
2. It has to make you want to buy the product or service it’s advertising
3. It should be easy for customers to understand
4. It should be easy for customers to remember
5. It should not be too complicated

What makes a slogan effective?

The most important thing is to make it easy to remember. It should be something that can be repeated over and over in people’s minds, so they can associate your brand with this phrase. The more times they hear it, the more likely they are to think of you when they need your product or service.

Are slogans copyrighted or trademarked?

Slogans are considered to be a form of creative expression, and as such, they are not protected under copyright law. A slogan can be trademarked, however, which means that only one person or business can use the slogan in commerce.

Does your logo need a slogan?

Your logo is the face of your business. It’s what people see when they think of you, and it can make or break their first impression of your company.
So does your logo need a slogan? Yes! A slogan can help clarify the tone of your brand and make it memorable, which is especially important if you’re selling a product or service that has a lot of competitors.

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