Rules for using a slogan in a logo

A logo and a slogan are the most important components of any company’s branding. Both elements carry certain ideas and values, as well as conveying the mood. The creation of both a logo and a slogan require a careful approach, detailed elaboration.

On the one hand it is a creative process, the creativity is welcomed here, on the other hand there is a number of rules, the observance of which is not obligatory, but desirable. Can a logo and a slogan be combined? How will it affect business promotion? Are there any successful examples? Let’s look into it!

To begin with, there are no unambiguous laws for creating logos. Of course, there are recommendations, but not following them will not entail any “sanctions. In this context, it should be understood that the rules are based on experience, the identification of patterns and the formation of statistics. It is up to you to use them or not.

By the way, as for successful examples, let us remember several world-renowned corporations whose slogans have actually become part of the logo:

• Nike (Just do it);
• Panasonic (Ideas for life);
• SubWay (Eat fresh) and others.

These phrases are remembered by millions of people (including non-English speakers) because they reflect the mission and values. If the slogan and emblem resonate with a person’s perceptions, he is more likely to use the company’s services.

How to use a slogan with a logo

Can a slogan be used on a company sign? Yes, because no one can forbid to create a design that includes both textual and graphic components. Nevertheless, if you want such an emblem to promote your brand, rather than hinder its promotion, take into consideration a few rules of its construction.

Length

Let’s return to the examples above (Nike, Panasonic, Sabway) and pay attention to the length of the slogans: they do not exceed three words. The situation is similar with the brand names of Tesco, Audi, MaxFactor and other successful companies. The audience does not have to linger on the text component and get into the meaning: it is on the surface.

Hence we conclude: the safe usage of a slogan when creating a logo is possible if it consists of several short words only.

Brevity

A slogan should supplement the visual component, not detract from it and not carry cardinally new ideas. This point is important not only in the context of the formation of design, but also for branding in general. Some creators of brand names make a big mistake – they try to attract at the expense of the slogan an additional category of the target audience. Such a move is more likely to confuse the consumer rather than help him understand whether a particular product/service will really suit him.

Restraint

It is important that the slogan does not make the picture overloaded. If the logo already has several semantic and / or visual accents, do not add new ones: simple signs are quickly read and remembered.

Readability

Make sure the slogan is easy to read. Remember that the logo is usually a small space, respectively a small inscription the consumer can not or will not want to look closely.

Choice of font

Carefully select the font and color of the slogan on the logo. Here applies the already mentioned rule: the simpler, the better, since there is very little time to “pass” the message.

The lettering should not contradict the general mood and be very different from the way the name of the company. It may be worth paying attention to other fonts of the group (family) from which the lettering for the name was taken. Here we suggest relying on the visual effect and compatibility.

Groups of fonts may be opposite, but as part of one brand name lettering should look nice and neat, mutually complement each other.

Choice of color

Answering the question about the shade, we recommend to look at the temperature of the already applied tones. Colors can be contrasting, but it is important that they looked appropriate in relation to each other, creating a coherent picture, in harmony with the overall concept, not contrary to the idea.

Remember about the hierarchy – the correspondence of the parameters of the inscription and other components. The main space should occupy the name of the company, the secondary is given to a graphic image (if it is worked out separately from the name, not intertwined into a single figure). The third most important place is given to the slogan, as it complements the logo and the composition is not built around it.

Uniqueness

Check whether the slogan compromises the uniqueness and originality of the logo. If the slogan is quite simple (e.g., “fresh bread for every home” or “stretch ceilings for everyone”), postpone its inclusion in the composition of the logo. Otherwise you run the risk of demonstrating a mediocre, formulaic approach to creating company branding, hence the conduct of business.

Taking CA into account

Keep in mind that the slogan is first of all aimed at the audience, which is mediocrely familiar with the products or does not know anything about the brand or its products/services. Developing a logo with a slogan is relevant for a new organization that is just entering the market: it is little known, it needs to convey maximum information about itself in the most accessible and simple form.

Slogan usage options

To rebrand a large representative of a niche in order to add a slogan to the logo is not always reasonable, as the focus and mission of the company is generally known. Such approach is logical, when the company changes its owner and sphere of activity, and there is a task to bring it to the consumer, to interest a different target audience, etc.

Is it possible to include a slogan in a logo to attract more attention, thus launching a new marketing campaign? – Yes, but how successful it will ultimately be is unknown.

You may be fine with the option of situationally adding a slogan to your logo. If the logo is already there, it suits the company, there is no need to reshape it: you can add a slogan in the same visual form in situations where it is necessary and appropriate. The “constructor-sign” will be assembled in the configuration and from the components that are needed in each case.

Already mentioned Panasonic and Nike in some circumstances use both the logo and the slogan as a single composition, in others – leaving only the name of the company or a corporate symbol.

If there is any doubt as to whether the slogan fully reflects the desired meaning, it is better to refuse to use it together with the logo.

Ambiguous, questionable slogan may turn away from the client from the company faster than he became acquainted with it, seeing only a graphic symbol and name.

When is it advisable to use a slogan along with a logo?

• If the target audience of the product is small, but has certain features and criteria: thanks to the slogan inside the logo, it will definitely understand that your business is able to cover its needs;
• If it’s a way to stand out from the competition in a crowded niche in an original way;
• If you have a special story that runs a red thread through your business, you want to tell it, as it attracts attention, touches, and evokes warm feelings in a potential client.

Conclusion

Don’t forget: both a brand name and a slogan are tools for communicating with customers. The slogan can become part of the emblem. A logo design that includes a slogan will help promote the business if you approach its development as carefully as possible. Think through the composition, follow the semantic and graphic components and remember: an original idea will bring success if it is implemented wisely!

Ilya Lavrov

I’m a product and graphic designer with 10-years background. Writing about branding, logo creation and business.