Starting a business is already stressful enough in worrying about the financial side of things and making profit in your first quarter. But creating a logo and wordmark may be a top priority you already managed to get out of the way. While they may say everything you want to say about your business, there may still be something missing in giving people a clear message about who you are. Creating a slogan may be that missing piece that can sometimes tie in with the logo you’ve already created.
A company slogan may not be as easy as you think to create, mainly because you have to convey everything about you in one sentence. That’s considerably more challenging than creating the visual metaphors in your logo and wordmark. How do you get started on brainstorming for the proper slogan? You’re going to need to pay attention to every word, because each one matters and creatively supports the other words so it potentially creates a meme everyone remembers.
The Art of Simplicity
You probably get tired of hearing about keeping things simple when creating marketable things. Regardless, it’s still true and perhaps has to start bringing back that word “deceptively” beforehand. Your key starting point, though, is thinking of a phrase that people can understand upon reading it the first time. This could mean just one word that brings an image of something you want to represent. While it’s more challenging to use one word (especially with so many major tech companies successfully trademarking common words), you may want to try a full sentence first.
What words have you used if you create a phrase representing your core values? Take out any words that sound overly technical since those make people have to think harder. If your slogan requires having to be read several times to be understood, then you have a major creative problem.
Inspiration may have to come from other sources in order to find the right simple words that convey something so meaningfully.
Associating Your Slogan with Your Logo
Many top companies use their slogan right below their logo when advertising, hence giving a complementary sense to each one. Your logo might have a look that inspires you to come up with the proper words you’ve been pining to find. In fact, the graphic design of the slogan might be able to fit into the overall design of your logo so it’s integrated permanently.
While the above might make it more challenging when you decide to change your slogan down the line, you shouldn’t resist if there’s a logical integration between the logo graphics and words. The design of the words can sometimes bring as much of a feeling as what the words mean, hence making it close to how a wordmark works.
Bringing Honesty and Humor to Your Slogan
It never works to get overly serious in a slogan, unless it’s for an organization that’s dealing with a very serious cause. In an ordinary company selling products, a slogan that brings at least a chuckle can do wonders in keeping you memorable for years down the road. Think Wendy’s “Where’s the beef?” campaign that still gets referenced today after well over 30 years. One of the longest slogans that never seems to end is the ironic “It keeps going and going and going” slogan for Energizer batteries.
Think in terms of what might catch on with the general public and using connective terms people use every day. No matter how ridiculous it might sound years down the line, it could be a slogan people will attach nostalgia to decades down the line. One of the best is the still hilarious “finger lickin’ good” from KFC that perhaps brings out every southern stereotype there is, yet also draws up 40 years of memories for people who’ve eaten there.
Most of all, be honest in your slogan and don’t overstate something that isn’t true. None of the slogans above can be denied in general, even if unrelated details are arguable in quality.