Does your Logo need a Tagline?

Does your Logo need a Tagline?

There are plenty of taglines (also called straplines or advertising slogans) out there that make a logo something special. From Nike’s “Just Do It” to McDonalds “I’m Lovin’ It”, they say something special about the brand and company behind it. The best taglines make us think, make us smile or offer a clever twist on the brand – that’s how they operate. Some taglines are as famous as the logo design, often to the point that the memorable advertising slogan renders the logo unnecessary. This isn’t particularly something that can be said of a new business, more of an established identity over many years.

Your strapline can back up the ethos of your logo. It can communicate the benefits of your brand above your competitors.




Tagline Communication: What should it do?

Your tagline is designed to provide further definition of your company’s service or product. A rock solid strapline will communicate your brand promise or message. Your tagline needs to be succinct to be successful and needs to linger in the mind of the visitor. It is the mental footprint you want your clients and passers-by to remember.

A tagline can also be a way of furthering the value of your company and provide an additional persuasive push. It can be an integral part of your logo design or a separate element to be used within further branding. A catchy slogan should be descriptive enough to evoke something from your client and should be judged along four main lines:

  • Longevity – does it stand the test of time? Some taglines are very much rooted to their decade, The New York Times’ for example used “All the News that’s fit to Print” throughout the 1980’s.
  • Portability/Memorability – does it have an impact on our culture, media or language? Is it something we regularly hear round and about?
  • Equity – has it become synonymous with the brand or product?
  • Originality – has it done something different to stand out from the crowd? Has it broken new ground in the industry?

These four variables are more applicable to larger brands, but there’s no reason you shouldn’t keep them in mind when brainstorming ideas.


Does your Logo Need a Tagline?

Many logos are designed to stand the test of time without the need for any backup, but in some instances a catchy advertising slogan can make all the difference. A tagline can be the differentiator between your brand and the rest of the market. An amazing tagline may be exactly what you need to stay in the mind of a potential client.

Your strapline can be made part of your logo, and at Inkbot Design I’m always willing to work with your ideas to create a logo design that incorporates your tagline and represents your brand. If you have a list of potential taglines, or none at all, I am more than happy to help decide the best approach through a consultation chat.



Developing a Winning Slogan

Most people will choose to employ a professional, but there’s no reason you can’t develop a fantastic marketing strapline yourself and involve the professionals when it comes to the visual design. Here’s a quick and simple way of coming up with your catchy slogan:

  1. Think about your message – what do you want to say to your current and potential clients?
  2. What value do you bring to your clients?
  3. What benefits do you offer above the competitors?
  4. How are you different from the others in your field?

Overall, be honest, be original and be succinct (three to six words at the most). Below are a few of the most famous advertising slogans:

A tagline can be the difference between success and failure but it isn’t always necessary. There are many brands that can achieve just as much success with a professional logo design. An advertising slogan may depend on how your business operates and where you want to take it.


if you need help with your Brand, click here to get a quote now!




If you want to engage Inkbot Design in creating your company logo design, whether it incorporates a tagline or not, simply get in touch.


  1. Sara

    So, does those words that comes underneath the logo, used to especify the product, has an especific name? (Cu’z I used to call them taglines). For example: Danone *plus, Best western *premium, Holiday Inn *express

    • Stuart

      Yes, the words under or beside a logo design are called the tagline or strapline.

  2. Roger Edgar

    Stuart — I don’t see “Just Do It” on anyone’s feet and I don’t see “i’m loving it” on signage. I have always thought of the two as separate and _not_ equal, but additive and complimentary.

    I don’t need to see “The Ultimate Driving Machine” under the BMW badge while on the road. Is there anyway to clarify treatment of the two?

    • Stuart

      Thanks for the comment Roger – I agree that it’s additive to the brand, not necessarily literally conjoined in all instances – “Your strapline can back up the ethos of your logo. It can communicate the benefits of your brand above your competitors.”

      When you say, you don’t need to see the tagline under the BMW logo, do you mean in promotional collateral or physically on the car itself? Because that’s two very different things.

      • Roger Edgar

        @Stuart — I meant the car (BMW) itself….or the shoes (Nike)….or the watch (Timex)…

  3. Muneeb Ahsan

    tagline is the heart of the logo for any brand. Without i think logo isn’t completed. Thanks for sharing such great information. keep blogging

    • Stuart

      an interesting viewpoint – thanks for the comment. I think the tagline ‘can’ be the heart of the brand, but not necessarily something that is required to be directly associated with the logo at all times.

      The tagline can be used on other media, oftentimes most effective when the logo isn’t present.


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