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Slogan vs. Logo: What's the Difference?

Edited by Harlon Moss || By Janet White || Updated on November 12, 2023
Slogan is a short, memorable phrase used in advertising or promotion. Logo is a graphic symbol or emblem that represents a company, brand, or product.

Key Differences

Slogans are catchy phrases or taglines used in marketing and advertising to convey a message or value of a brand or product. They are typically composed of words and are designed to be memorable and easy to recall. Logos, in contrast, are visual symbols or designs used to identify a company, brand, or product. They are graphical in nature and aim to create visual recognition among consumers.
The purpose of a slogan is to communicate a message, idea, or ethos associated with a brand or campaign. It often reflects the brand's mission or the benefit of a product. Logos serve as a visual shorthand or identifier for a brand. They are used to create and reinforce brand recognition and often encapsulate the brand’s visual identity.
In creation, slogans require creative wordplay and linguistic skills to craft a message that resonates with the target audience. They can change over time, adapting to new marketing campaigns. Logos, on the other hand, are developed through graphic design and often remain consistent over time to maintain brand recognition, although they can be updated or refreshed.
An effective slogan can become synonymous with the brand itself, reinforcing brand values and personality in just a few words. It can be a powerful tool in creating emotional connections with the audience. Logos, through their visual design, convey the essence of a brand non-verbally and can evoke emotional responses based on color, shape, and style.
Slogans are used in various marketing materials, from advertisements to product packaging, as a form of verbal branding. They are an integral part of promotional campaigns. Logos are used more ubiquitously, appearing on everything from products, websites, business cards, to company buildings, functioning as a constant visual symbol of the brand.

Comparison Chart


Verbal, phrase-based
Visual, symbol-based


Communicate message or values
Visual identification of a brand

Creation Process

Wordplay and linguistics
Graphic design

Role in Branding

Reinforces brand values
Creates visual brand recognition


Marketing materials, advertising
Products, websites, branding materials

Slogan and Logo Definitions


A phrase encapsulating a company's ethos.
Because You're Worth It is a powerful slogan for L'Oréal.


A graphic symbol representing a brand or company.
The Nike swoosh is one of the most recognizable logos.


A catchy tagline representing a brand or product.
Apple's slogan Think Different inspired innovation.


A designed mark used in corporate branding.
The golden arches logo is synonymous with McDonald's.


A marketing phrase designed to convey a message.
The slogan Finger-Lickin' Good is synonymous with KFC.


A visual emblem used for brand identity.
Apple’s bitten apple logo is iconic.


A promotional phrase used to capture attention.
McDonald's uses the slogan I'm Lovin' It.


A visual symbol encapsulating a company’s identity.
Coca-Cola’s logo is known for its distinctive script.


A memorable phrase used in advertising.
Just Do It is a well-known slogan for Nike.


A distinctive graphic used to identify a brand.
The Mercedes-Benz logo is a symbol of luxury.


A phrase expressing the aims or nature of an enterprise, organization, or candidate; a motto.


A symbol or design that identifies a brand.


A phrase used repeatedly, as in advertising or promotion
"all the slogans and shibboleths coined out of the ideals of the peoples for the uses of imperialism" (Margaret Sanger).


A visual symbol or emblem that acts as a trademark or a means of identification of a company or organization.


A battle cry of a Scottish clan.


(by extension) An audio recording for the same purpose; a jingle.


A distinctive phrase of a person or group of people (such as a movement or political party); a motto.


(science) A single graphic which contains one or more separate elements.


(advertising) A catchphrase associated with a product or service being advertised.


An ensign, a badge of office, rank, or power.


(obsolete) A battle cry among the ancient Irish or highlanders of Scotland.


A company emblem or device


The war cry, or gathering word, of a Highland clan in Scotland.


A distinctive motto, phrase, or cry used by any person or party to express a purpose or ideal; a catchphrase; a rallying cry.


A favorite saying of a sect or political group


Can a slogan include the brand's name?

Yes, many slogans incorporate the brand's name for reinforcement.

Do slogans need to be in English?

No, slogans can be in any language, depending on the target audience.

Is a logo always an image?

Yes, logos are graphical symbols or emblems.

Should a slogan always be short?

Generally, yes, to ensure it's easy to remember.

Can slogans be used in legal contexts?

Yes, slogans can be trademarked and used in legal brand protection.

Do logos need to represent what a company does?

Not necessarily; some logos are abstract and don't directly represent the company's activities.

Are slogans important for small businesses?

Yes, slogans can be a powerful branding tool for businesses of any size.

Can a logo be copyrighted?

Yes, logos can be copyrighted as part of a brand's intellectual property.

Is color important in a logo?

Yes, color plays a key role in logo design and brand perception.

Can a logo be just text?

Yes, some logos are typographic, using styled text as the visual symbol.

How often should a slogan be changed?

It varies; some brands keep slogans for years, while others change them frequently.

What makes a good logo design?

Good logos are memorable, distinct, and reflective of the brand's identity.

Do slogans help in advertising?

Absolutely, they are a crucial component of effective advertising campaigns.

Can a logo evolve over time?

Yes, many companies update or refine their logos over time.

Can a slogan be a question?

Yes, some slogans are phrased as questions to engage the audience.

Is it better to have a simple or complex slogan?

Simple slogans are usually more effective and easier to remember.

Can slogans be humorous?

Yes, humor can be an effective element in slogans if it fits the brand personality.

Should a logo work in black and white?

Ideally, yes, to ensure versatility across various mediums.

Are logos important for online businesses?

Yes, logos are vital for establishing an online brand presence.

How long does it take to design a logo?

The time can vary greatly depending on the complexity and design process.
About Author
Written by
Janet White
Janet White has been an esteemed writer and blogger for Difference Wiki. Holding a Master's degree in Science and Medical Journalism from the prestigious Boston University, she has consistently demonstrated her expertise and passion for her field. When she's not immersed in her work, Janet relishes her time exercising, delving into a good book, and cherishing moments with friends and family.
Edited by
Harlon Moss
Harlon is a seasoned quality moderator and accomplished content writer for Difference Wiki. An alumnus of the prestigious University of California, he earned his degree in Computer Science. Leveraging his academic background, Harlon brings a meticulous and informed perspective to his work, ensuring content accuracy and excellence.

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