Not sure of the difference between taglines vs slogans? That’s OK, most designers don’t seem to know either. There is a lot of misconception between the two namely because small design outfits tend to call every phrase placed under a logo a slogan. I politely smile, back away and avoid them. I suggest you do the same. For now, keep reading. We’re going to straighten it all up. TribalYell is in the business of Branding, Design and Marketing. As it’s been said before, branding is more than just a logo. A brand is a promise of a vision with a mission to get there. Understanding the difference between a tagline and a slogan is essential if your creative consultant (hopefully that’s us) is going to choose the proper words for your business.
Tagline: A brief catchy phrase that captures and/or reinforces your brand promise, value and experience. Usually 5 to 8 words or less it can be thought of as the sidekick to your logo. So if your logo is Batman then your tagline is Robin. Often seen together and helping each other out. A tagline will rarely change over time.
Slogan: Also a brief catchy phrase that can help with branding reinforcement but usually focuses on a single service, product or aspect of the business – and usually through an advertising campaign. Derived from a Scottish word, slogan literally means “battle cry”. A slogan will change from time to time, depending on the battle being fought – if you will.
Where the terms become interchangeable is when marketers refer to a slogan as a product’s tagline. See the difference or did it get confusing again?
This has been Disneyland’s tagline for many years as it relates to their brand promise, mission statement and vision statement.
Here are some examples of Disneyland’s slogans and what they are for:
“Where dreams come true” Disneyland Parks and Resorts
“I’m going to Disneyland” Paid statement said by athletes
“Where the magic began” The original theme park’s slogan
“Happiest homecoming on Earth” 50 year anniversary
Don’t have a Brand Promise, Vision Statement or Mission Statement? Do something about that very soon or you’ll end up with a tagline that states the technical aspect, service or industry rather than how your company’s service or product makes a person feel — particularly after delivery of the service or use of the product. Disneyland didn’t use the words theme park or amusement park in their tag line. It would never have lasted that long — “The happiest place on earth” grew with the business. Check out Toyota’s slogans on this page for more examples of this.
While it’s true not all businesses need a tag line, we here at TribalYell world headquarters think a prevailing school of thought that taglines are dead is just another alarmist statement. Any creative element that can help point out a company brand is worth it’s weight in gold, especially if done correctly so it can grow with the company and always make sense.
Paul McEwan has a background rich in education and experience. A strong set of transferable skills have laid a path for a variety of creative outlets, careers and business interests. The short list includes live performance in improv and music, professional recording, event management, promotions, graphic design and publishing. You have seen his creative design work all over the internet, in major newspapers and magazines across Canada, and as interior commercial space for presentation centres and trade shows