Does Your Logo Need A Tagline?

Developed and nurtured tagline and logo partnerships have been found to trigger faster consumer recall and imprint the brand prominently in the consumer's mind. By aligning the vision and purpose of the brand with the tagline and logo, companies can elevate their brand to greater heights.

Does Your Logo Need A Tagline?
Photo by Dan Cristian Pădureț / Unsplash

When it comes to branding, companies often put a lot of thought into their logo design. However, they may overlook the potential impact of a well-crafted tagline. A tagline is a concise phrase or slogan that accompanies a logo and helps to communicate the brand's identity, purpose, and offerings. In this blog post, we will explore the importance of taglines and provide tips on creating an effective one.

The Power of Taglines

Taglines can be a powerful tool for brands when done right. They can enhance brand recognition and create a strong connection with target audiences. Lesser-known brands can significantly benefit from a tagline as it helps to clarify and communicate what the logo alone may not fully express.

However, not all taglines are created equal. Some taglines can be generic and forgettable, lacking personality and failing to create a lasting impression. Others can quickly become outdated if they rely too heavily on pop culture references or trendy phrases. It's important for brands to choose a tagline that accurately represents their core message and resonates with their target audience.

Crafting an Effective Tagline

Creating an effective tagline requires careful consideration and creative thinking. Here are some tips to help you develop a tagline that stands out and connects with your audience:

1. Rely on Research Insights

Start by researching to understand how your audience currently connects with your logo. Surveys, reviews, and social listening can provide valuable insights into their perceptions and any confusion or questions they may have. Use this organic vocabulary to inspire natural tagline possibilities.

2. Take a Tagline Field Trip

Look to admired brands both within and outside your industry for inspiration. Study their taglines and logo partnerships to spark thoughtful brainstorming. Identify common phrasing or themes that resonate across sectors and consider how you can adapt them to fit your brand.

3. Explore Creative Liberty

Give yourself the freedom to think outside the box and develop imaginative tagline options. Avoid immediate judgment and allow yourself to consider unexpected choices. These upfront choices can inspire the ideal contender once you align them with your strategic priorities.

4. Invite Feedback

Once you have initial tagline ideas, seek input from important internal stakeholders and external focus groups. Fresh perspectives can help expose blind spots and uncover phrases that may better resonate with diverse groups in your potential audience. Feedback is crucial for refining and perfecting your tagline.

5. Emotionally Connect

Consider the emotional impact you want your tagline to have. Remember when you felt a flood of emotions upon seeing a familiar brand logo paired with its tagline. Identify the emotive words that unlock that same response and use them to craft a tagline that evokes the desired emotions in your audience.

Key Considerations for Taglines

As you work on developing your tagline, keep the following key considerations in mind:


An effective tagline should be succinct yet compelling. Aim for around 3-7 words that highlight your brand's distinctions. Remember, taglines should be memorable, so keep them short enough for consumers to easily recall.


While occasional tagline refreshes can help a brand stay culturally relevant, constant changes can be counterproductive. Consistency is key in maintaining logo partnership continuity and ensuring message clarity. Choose a tagline that can stand the test of time and align with your long-term brand vision.

Creativity and Humor

Creative wordplay and humor can be effective in taglines, but they should be used sparingly and only when appropriate for your brand and target audience. Consider your brand personality and the expectations of your consumers. Playful language that aligns with your overall brand voice can help build understanding and connection over time.


Trademarking your tagline and logo can provide legal protection for your brand. However, it's important to note that the focus should be on building recognition and connection with your audience early on. Trademarking can come later as your brand gains popularity and the tagline becomes a significant part of your brand identity.

A well-crafted tagline can enhance the impact of a brand's logo by clarifying its identity and communicating its purpose. When developed actively and imaginatively, taglines can create a solid and lasting impression on consumers. By following the tips and considerations outlined in this blog post, you can create a tagline that resonates with your audience and helps your brand stand out. Remember, a tagline is not just a catchy phrase but a strategic messenger that adds depth and meaning to your brand's visual identity.

Does your logo need it?

In certain situations, having a tagline alongside a logo can provide added value and clarity for a brand, while in others, a logo may be strong enough to stand alone without the need for a tagline. Here's a breakdown of when a logo may or may not need a tagline:

When a logo needs a tagline:

  1. Lesser-known brands: If your brand is not widely recognized, a tagline can help convey your brand identity, purpose, and offerings, giving potential customers a better understanding of what you offer.
  2. Clarifying complex offerings: If your products or services are complex or require explanation, a concise tagline can provide clarity and communicate key benefits or unique selling points.
  3. Creating differentiation: If your industry is highly competitive, and you want to set your brand apart from the competition, a well-crafted tagline can help create a distinct positioning and capture the attention of your target audience.
  4. Evoking emotions: If your brand aims to connect with customers on an emotional level, a tagline can evoke specific emotions and reinforce your brand's values, creating a deeper emotional connection.

When a logo does not need a tagline:

  1. Established brands: If your brand is already well-known and recognized, the logo alone may be sufficient to represent your brand and evoke instant recognition.
  2. Simplified messaging: If your brand's positioning and messaging can be effectively conveyed through the logo alone, adding a tagline might be unnecessary and could potentially clutter the visual impact.
  3. Strategic minimalism: If your brand strategy focuses on minimalist design principles, relying solely on the logo can strengthen the visual identity and deliver a strong message without additional text.

Ultimately, including or excluding a tagline from your logo depends on your brand's goals, audience, and industry. It's important to consider the impact a tagline can have in differentiating your brand, clarifying your message, and connecting emotionally with your target audience.