Company Slogans: 50+ Examples That Work (And Why Most Don't)
Most company slogans are beige, committee-driven word salad.
They are the meaningless fluff businesses bolt onto their logo because they think they're supposed to.
As a brand consultant, I have a few grievances. Slogans top the list. Specifically:
- The “Vague Virtue” Slogan: “Quality. Integrity. Service.” This isn't a slogan; it's the bare minimum expectation of not being a criminal enterprise. It means nothing.
- The “Jargon Salad” Slogan: “Synergising Integrated Futures.” This is what happens when a marketing department is terrified of being understood. It’s noise, not a message.
- The “Clever-for-Clevers-Sake” Slogan: A cute pun that makes the CEO chuckle but leaves customers confused about what you actually do.
A slogan is not a creative writing project. It’s a piece of strategic equipment. It’s the sharpest edge of your brand identity, designed to do a specific job. If it doesn't do that job, it's dead weight.
The biggest mistake I see? Businesses try to write the slogan first. That's like building a roof before you've laid the foundation. A great slogan is the last thing you write. It’s the final, perfect distillation of a brand strategy, a market position, and a customer promise you have already locked down.
It is the final exam for your brand tone of voice. If your tone is muddled, your slogan will be, too. Before you write a single word, you must know who you are, who you're talking to, and precisely what you promise.
This guide will show you how to do it right. We'll look at the good, the bad, and the beige.
- Slogans are strategic tools, not creative exercises; write them last after locking down brand strategy and customer promise.
- Effective slogans pass M.A.R.S.: Memorable, Authentic, Relevant, Specific—hit at least two to survive.
- Avoid beige, committee-driven clichés (vague virtues, jargon salad, empty aspirations); they add no customer value.
- Great slogans state a clear benefit or identity and are easy to recall—use rhythm, brevity, or specificity.
- A slogan is worthless if your product or experience contradicts it; align operations, design and marketing with the promise.
What is a Slogan? (And What It's Not)
People love to argue over the semantics of “slogan” vs. “tagline.” Frankly, the debate is mostly academic, but the distinction is useful.
- A Tagline is a more permanent, descriptive phrase that often sits with the logo. It clarifies your position or function.
- Example: BMW – “The Ultimate Driving Machine.” It defines their entire engineering philosophy.
- A Slogan can be more emotive, more campaign-driven, and can change over time. It’s about the feeling or the idea.
- Example: Nike – “Just Do It.” It’s not about the shoe; it's about the attitude.
For this guide, we'll use “slogan” as the umbrella term for that short, memorable phrase that encapsulates your brand. The point isn't what you call it; it's what it does.
The job of a slogan is brutally simple:
- Aid Recall: It makes your brand sticky.
- State a Benefit: It answers, “Why should I care?”
- Differentiate: It separates you from the crowd.
If your slogan doesn't hit at least two of these, scrap it.
50+ Slogans: The Good, The Bad, and The Truly Awful
I don't believe in just listing “catchy” slogans. Let's analyse them by category to see why they work (or don't).
Category 1: The Icons (Masters of the Craft)
These are slogans that have transcended marketing to become part of the culture.
- Nike: “Just Do It.”
- Why it works: It's not a slogan; it's a command. It’s a pure distillation of an empowering, action-oriented attitude. It's not about shoes; it's about your potential.
- Apple: “Think Different.”
- Why it works: It’s a rally cry for a community. It positioned Apple not as a computer company, but as the brand for rebels, artists, and innovators. Grammatically “wrong,” but strategically perfect.
- L'Oréal: “Because You're Worth It.”
- Why it works: Pure emotional benefit. It reframes a purchase (makeup) as an act of self-care and empowerment. It justifies the price and builds a powerful emotional connection.
- McDonald's: “I'm Lovin' It.”
- Why it works: Simple, personal, and universally positive. It’s an easy-to-digest emotional snapshot. The jingle is half the battle here; it’s an audio slogan.
- De Beers: “A Diamond Is Forever.”
- Why it works: Arguably the most successful slogan in history. In four words, it created an entire market. It links a product (a shiny rock) to an eternal human emotion (love, commitment).
- Mastercard: “There are some things money can't buy. For everything else, there's Mastercard.”
- Why it works: It's a story, not a slogan. It positions the card as the facilitator of priceless moments. Brilliant repositioning away from “debt” and towards “experience.”
- M&M's: “Melts in Your Mouth, Not in Your Hand.”
- Why it works: The perfect USP. It takes a unique product feature (the hard candy shell) and turns it into a tangible, memorable benefit.
- Avis: “We Try Harder.”
- Why it works: A masterstroke of “underdog” positioning. They were #2 to Hertz. Instead of hiding it, they turned it into their core promise: the other guys are complacent, but we hustle for you.
- FedEx: “When it absolutely, positively has to be there overnight.”
- Why it works: A 100% concrete guarantee. It’s long, but every word serves the promise. It defined the entire “overnight shipping” category and established FedEx as the only reliable choice.
- Tesco: “Every Little Helps.”
- Why it works: A brilliant, flexible slogan for a supermarket. It applies to value, to customer service, to environmental policy. It’s humble, friendly, and deeply British.
Category 2: The “Benefit-Driven” (Clear & Effective)
These slogans aren't trying to start a revolution; they are just doing their job perfectly.
- Voltaren: “The Joy of Movement.”
- Analysis: Excellent. It sells the outcome (joy, freedom), not the product (anti-inflammatory gel).
- Dollar Shave Club: “Shave Time. Shave Money.”
- Analysis: A perfect summary of their entire business model. Witty, direct, and benefit-focused.
- Geico: “15 minutes could save you 15% or more on car insurance.”
- Analysis: A direct, quantifiable promise. It gives the user an action (15 minutes) and a reward (15% savings).
- Bounty: “The Quicker Picker Upper.”
- Analysis: The rhythm and rhyme make it incredibly “sticky.” It owns the concept of “speedy absorption.”
- Subway: “Eat Fresh.”
- Analysis: A brilliant move that repositioned them against other fast food. It's a two-word summary of their USP: fresh, custom-made ingredients.
- Walmart: “Save Money. Live Better.”
- Analysis: A classic cause-and-effect. This is why you save money—to “live better.” It connects their low prices to a higher emotional aspiration.
- Kit Kat: “Have a Break, Have a Kit Kat.”
- Analysis: This slogan created the use case for the product. It’s not just a chocolate bar; it’s a tiny, permissible ritual.
- Red Bull: “Red Bull Gives You Wings.”
- Analysis: It's a metaphor for the product's effect (energy, uplift, potential). It’s ownable and evocative.
- Specsavers: “Should've gone to Specsavers.”
- Analysis: Genius. It’s a slogan built on other people’s failures. It’s relatable, humorous, and makes the brand the obvious solution to a common problem.
- Yell.com: “We're the ‘how' to your ‘what'.”
- Analysis: A very clever way to describe a directory service in the modern age. You have a need (“what”), we provide the solution (“how”).
- Ronseal: “It Does Exactly What It Says on the Tin.”
- Analysis: The ultimate no-BS slogan. It has become a common phrase for transparency and honesty. It turned a boring product (wood varnish) into a symbol of trustworthiness.
- The New York Times: “All the News That's Fit to Print.”
- Analysis: A powerful statement of editorial integrity and high standards.
- Gillette: “The Best a Man Can Get.”
- Analysis: Aspirational and dominant. It sets the bar at “the best,” implying anything else is a compromise. (Note: This has become more complex with their recent “The Best Men Can Be” evolution).
- Porsche: “There Is No Substitute.”
- Analysis: Pure confidence. It’s a statement of total market superiority aimed at those who value exclusivity.
- Yellow Pages: “Let Your Fingers Do the Walking.”
- Analysis: A classic that perfectly described the ease of using the product.
Category 3: The “Attitude & Identity” (The Brand-Builders)
These slogans sell a feeling, a community, or a way of life.
- Harley-Davidson: “All for Freedom. Freedom for All.”
- Analysis: They don't sell motorcycles. They sell a lifestyle of rebellion and open-road freedom. This slogan captures that spirit perfectly.
- The U.S. Marine Corps: “The Few. The Proud. The Marines.”
- Analysis: Not a recruiting slogan, but an identity slogan. It’s about exclusivity, pride, and belonging to an elite group.
- Jack Daniel's: “Live Freely. Drink Responsibly.”
- Analysis: A modern, smart slogan that balances the brand's rebellious spirit with a necessary corporate message.
- Adidas: “Impossible Is Nothing.”
- Analysis: A direct competitor to Nike's “Just Do It.” It's about overcoming limits and the power of will.
- Patagonia: “We're in business to save our home planet.”
- Analysis: This is less a slogan and more a mission statement that has become their brand identifier. It’s a powerful filter for attracting both customers and employees who share its values.
- Jaguar: “Don't Dream It. Drive It.”
- Analysis: Turns an aspirational product into an attainable call-to-action.
- Heinz: “Beanz Meanz Heinz.”
- Analysis: A classic example of owning a category. It's a playful, memorable phrase that makes the brand and the product synonymous.
- California Milk Processor Board: “Got Milk?”
- Analysis: A brilliant campaign that focused on the absence of the product. It made you check your fridge. It’s a question, not a statement, which makes it highly engaging.
- KFC: “It's Finger Lickin' Good.”
- Analysis: So descriptive and authentic that it feels like a real customer said it. It’s tangible and unpretentious.
- Wheaties: “The Breakfast of Champions.”
- Analysis: A perfect example of “authority by association.” It aligns a simple cereal with elite athletes, creating an aspirational “eat this, be like them” link.
- Skittles: “Taste the Rainbow.”
- Analysis: A wonderful, sensory slogan that perfectly matches the product's colourful, vibrant, and fun personality.
- L'Occitane en Provence: “Art de Vivre, from Provence.”
- Analysis: Sells a sophisticated “art of living,” not just hand cream. It leans heavily on its heritage and roots.
- Durex: “Love Sex. Durex.”
- Analysis: Confident, modern, and positive. It positions the brand as a key part of a healthy, positive sex life.
- American Express: “Don't Leave Home Without It.”
- Analysis: Positions the card as an essential item for travellers, like a passport or keys. It implies security and necessity.
- Triumph: “Go Your Own Way.”
- Analysis: A clear “identity” slogan for a motorcycle brand that competes with Harley. It’s about individuality and a maverick spirit.
Category 4: The Hall of Shame (Vague, Jargon & Useless)
I won't name the real (but failing) companies. Instead, here are the types of slogans that end up on my chopping block. They are the beige wallpaper of the corporate world.
This is what happens when a slogan is designed by a committee.
| Slogan “Template” | Example | Why It's Rubbish |
| The Vague Virtue | “Quality. Service. Value.” | This is the minimum price of entry for any business. It's not a differentiator; it's a given. |
| The Empty Aspiration | “Building a Better Tomorrow.” | How? For whom? What does this even mean? It's pure, meaningless fluff. |
| The Jargon Salad | “Synergising Integrated Solutions.” | This is corporate language trying to sound smart. It's impenetrable to a real human. |
| The Generic “Forward” | “Driving the Future. Forward.” | As opposed to “Driving the Past. Backwards.”? It's a meaningless direction. |
| The “We” Slogan | “We Are Innovation.” | This is just the company talking about itself. The customer doesn't care what you are; they care what you do for them. |
Here are 10 more real-world slogans (anonymised) that fail the test:
41. “Your Partner for Success.” (Vague, overused)
42. “Solutions for a Modern World.” (What solutions? What world?)
43. “Excellence in Everything We Do.” (An unprovable, arrogant claim)
44. “The Power of One.” (One what? Confusing.)
45. “Innovating for You.” (Generic and unbelievable)
46. “Simply a Better Choice.” (Why? How? Says nothing.)
47. “Connecting Possibilities.” (Pure abstract noise.)
48. “A Tradition of Trust.” (Lazy, passive, and backwards-looking.)
49. “Expect More.” (A command that sets you up for failure.)
50. “The Difference is [Company Name].” (A circular, empty statement.)
The 4-Point Test: An Anatomy of a Slogan That Works
Before you fall in love with a clever line, run it through this simple test. Does it have M.A.R.S. appeal? (Memorable, Authentic, Relevant, Specific).
1. Memorable
Is it easy to remember? This is where creative devices come in.
- Rhythm & Rhyme: “The quicker picker upper.” (Bounty)
- Alliteration: “Don’t dream it. Drive it.” (Jaguar)
- Brevity: “Think different.” (Apple)
If it’s a long, complex sentence, it will fail. It needs to have a ‘hook' for the brain.
2. Authentic
Does it sound like you? Or does it sound like you're wearing a badly fitting suit? If you're a gritty, no-nonsense construction firm, a slogan like “Building ethereal dreams” is a lie.
This is where it must align with your brand tone of voice. A slogan that's authentic for a brand like Dollar Shave Club (“Shave Time. Shave Money.”) would be disastrous for a luxury brand like Rolex.
3. Relevant
Does it connect to the customer's need? A slogan that's all about you (“We've been #1 since 1982!”) is irrelevant. The customer doesn't care.
L'Oréal's “Because You're Worth It” is a masterclass in relevance. It’s not about the shampoo; it’s about the customer’s self-worth.
4. Specific
This is where most slogans die. They are fatally vague. “Driving the future” means nothing. “We try harder” (Avis) means something. It's specific. It makes a concrete promise.
“Quality” is not specific. “Melts in your mouth, not in your hand” (M&M's) is brilliantly specific.
How to Create a Slogan That Isn't Rubbish: A 3-Step Process
You don't write a slogan. You extract it. It already exists inside your brand strategy.
Step 1: Lock Down Your Core
Forget the slogan. Answer these questions first, and be brutally honest.
- What is your Unique Selling Proposition (USP)? What is the one thing you do better than anyone else that your customer actually cares about?
- Who is your audience? Be precise. “Everyone” is not an audience. “Time-poor small business owners who hate accounting” is.
- What is your brand's personality? Are you the expert, the rebel, the friend, the innovator?
- What is the core customer benefit? Not the feature (e.g., “Our drill has a lithium-ion battery”), but the benefit (e.g., “Finish the job on a single charge”).
Step 2: The Focused Brainstorm
Now, get your team in a room. Don't “blue-sky” it. Focus on the work.
- Verb Storm: List all the action words associated with your brand (e.g., Connect, Create, Build, Simplify, Protect).
- Benefit Storm: List all the emotional outcomes (e.g., Confidence, Relief, Joy, Security, Status).
- Mash-Up: Start combining them. “Simplifying your security.” “The joy of building.” “Confidence, connected.”
This is the raw material. Look for patterns. Look for short, punchy combinations.
Step 3: The Pub Test
This is my single most effective filter.
Take your top 3-5 slogan candidates. Imagine you are at a pub with a potential customer. You're explaining what your company does. Now, say the slogan out loud.
- Do you cringe?
- Do you feel like a fool?
- Do you have to explain it?
If the answer is yes to any of these, it's dead. A good slogan should feel natural, confident, and clear. A slogan like “Synergistic Futures, Integrated Today” would get you laughed out of the building. “We get you there” (Ryanair) would get a simple nod. That's the one you want.
Your Slogan is Worthless Without This…
Here's the final, hard truth.
You can spend a million pounds on a creative agency and land the perfect slogan. But if a customer clicks your ad, lands on your website, and finds a slow, confusing, and ugly experience… your slogan is a lie.
Your brand is not your slogan. Your brand is the total experience a customer has with you.
Your logo, your website's load speed, your customer service chatbot, the way you answer the phone, and the quality of your product—that is your brand. The slogan is just the ribbon on the box.
A great slogan on a broken business is like lipstick on a pig.
Your digital marketing services, your website design, and your content strategy must all be in perfect alignment. They must all reinforce the promise your slogan makes. If your slogan promises “Simplicity” but your checkout process has 12 steps, you don't have a branding problem—you have a business problem.
Stop Chasing ‘Catchy'. Start Building ‘Truth'.
A slogan doesn't make your brand. It reveals it.
Focus on building an undeniable truth. Create a product that genuinely is “The Ultimate Driving Machine.” Build a service that does “Try Harder.” Create an experience that is “Finger Lickin' Good.”
When you've done the hard work of building that truth, the slogan almost writes itself.
If you're finding it hard to write your slogan, it's probably because your core brand strategy is a mess. We can help fix that. At Inkbot Design, we believe in sorting the strategy first—the foundation, not just the paint.
FAQs on Company Slogans
What is the difference between a slogan and a tagline?
A tagline is a more permanent descriptor of your brand's position (e.g., “The Ultimate Driving Machine”). A slogan can be more emotive and campaign-based (e.g., “Just Do It”). The terms are often used interchangeably.
How long should a slogan be?
Short. Ideally, between 3 and 7 words. It must be memorable and punchy. “When it absolutely, positively has to be there overnight” is a rare exception that works because its length is part of its specific promise.
Can I trademark a slogan?
Yes. If your slogan is used to identify your brand and distinguish it from competitors, it can be trademarked. “Just Do It” and “I'm Lovin' It” are trademarked.
How often should I change my slogan?
A good tagline (like BMW's) should almost never change. A campaign slogan can change with your marketing cycles (e.g., every 2-5 years). Only change your core slogan if your business has fundamentally pivoted or the slogan has become dated and irrelevant.
What is the most famous slogan of all time?
It's debatable, but contenders include Nike's “Just Do It,” Apple's “Think Different,” and De Beers' “A Diamond Is Forever.”
Can a slogan just be one word?
Rarely, but yes. “Impossible” was used by Adidas (in the “Impossible is Nothing” campaign). “Think” was IBM's internal motto. It's very difficult to pull off and requires massive brand equity.
Should my slogan rhyme?
It can help memorability (“The Quicker Picker Upper”), but don't force it. A bad rhyme is worse than no rhyme. Clarity beats cleverness every time.
Where should I use my slogan?
On your website header, at the end of adverts, on your business cards, in your email signature, and on packaging. It should appear wherever your logo is to reinforce the brand.
What's the “Pub Test” again?
My personal filter: Say your slogan out loud to a friend in a pub. If you cringe, feel silly, or have to explain it, it's a bad slogan.
What if my slogan is just my company name?
That's not a slogan. That's a logo.
Why are so many corporate slogans bad?
They are often “designed by committee.” Too many people add their input until all the original character, wit, and meaning are sanded down into a beige, safe, and completely useless phrase.
My slogan is “Quality and Service.” Is that really so bad?
Yes. It says nothing. It's the bare minimum any customer expects. It doesn't differentiate you or state a unique benefit. It's invisible.
