Top 80 Slogans and Taglines And Why They Are The Best

1. What is a company slogan?

A company slogan is a short phrase that is easy to remember, captures the brand’s identity, and is meant to be like a mini-mission statement. Advertising is the reason companies have slogans, and while the logo is crucial visually, a slogan is essential in an audible way. Usually, slogans include just a few words and use humor, emotion, or specific personalities to add focus to their brand mission. The best slogan should catch the client’s/shopper’s attention and, at the same time, keep their minds hooked for future shopping, creating a clear competitive advantage.

What’s the difference between a slogan and a tagline?

Both slogans and taglines are catchy phrases meant to mesmerize consumers, but they serve different purposes:

• Slogans are short, simple, but catchy phrases designed for specific marketing campaigns or for a special product, and are mostly temporary. They can change over time, and they most probably will, because their goal is to promote the brand’s strategies at a certain point in time.
• Taglines are permanent, encompassing statements that speak to the brand’s mission, vision, and overall identity.  A tagline is the long-term image of the brand.

Another difference between slogans and taglines is that their targets are located on different levels regarding the brand’s strategy. A slogan can be used to create immediate reactions and potentially sell a new product quickly and effectively, while a tagline is more like a promise for the future.

3. How to write a brand slogan?

Here is the advice we have for you when starting to think about writing a slogan:

Identify your target audience

The first step is to research your audience’s needs and preferences, allowing you to resonate with them and create the message that will differentiate your brand from the competition.

Keep it simple

Aim to create a short, simple slogan that is easy to remember. Aim for a brief message while catching the value of your brand. Make sure to use powerful words, humor, or wordplay to gain visibility quickly.

Demonstrate your mission and value

The purpose of a slogan is to demonstrate your brand’s essential values and mission. Focus on what you offer your customers as a selling point. This could be either quality, affordability, convenience, or innovation. It’s a great way to motivate customers to buy your product/service.

Focus on brand personality

Make sure your slogan reflects your brand personality and sends a united message. For example, determine whether you want to be professional, playful, or innovative and consider how best to reveal this personality.

Create an emotional appeal

Design an emotional connection with your target audience and offer them what they aspire, desire, or want to hear. A slogan that appeals emotionally to the potential customer tends to be more memorable.

Test it out

Once you develop a draft of the slogan, choose a sample group of people from the target audience and get their feedback on it. You can also ask your family and friends for their input. It’s a great way to improve everything that can be done better before the slogan hits the market.

Here are three simple brand slogan formulas:

• Benefit + Promise = “Clear skin, guaranteed confidence.”
• Rhyme + Rhythm = “Snap, crackle, pop — Rice Krispies!”
• Challenge + Action = “Push your limits. Own the results.”

How do I choose a slogan for my business?

Many of the most famous slogans have some characteristics in common:

• Different - Differentiate yourself from the competition with something unique. Do not make a comparison that can do more harm than good, like: “We’re the Visa of…”.
• Consistent - ensure you use your slogan when referring to every product and experience that comprises your brand.
• Short and simple - most iconic slogans are concise, so ensure yours is under 10 words.
• Enduring - take into consideration current technology and trends so as to create a timeless slogan.
• Stand-alone - your slogan should be a separate entity from your brand as a whole.

30 catchy taglines and brand slogans

It’s now time to dive into the great world of the best slogans.

Below we have detailed some business slogans that vary from cars, fast food, essential items, pet products, etc., to demonstrate that a good slogan includes being simple, catchy, and classic.

Apple - “Think different”

Apple’s tagline was a huge success when created, maybe not only on its own but also because pictures of great innovators like Salvador Dali or Amelia Earhart accompanied it. It was also introduced with the idea of being opposed to IBM’s tagline: “Think IBM,” and it encouraged people to think outside the box.

Nike - “Just Do It.”

It's maybe one of the most memorable taglines. It’s catchy, succinct, and covers the whole philosophy of the brand. The idea behind it is that you don’t have to be an athlete to be in shape, it’s enough to just start doing it, and you will overcome any obstacle.

McDonald's – “I’m Lovin’ It”

Launched in 2003, McDonald’s slogan is a perfect example of a brand focusing on its target audience. It’s not about eating healthy if you go to McDonald’s. It’s about taste and convenience. Plus, when you hear, “I’m lovin’ it.”, you will inevitably sing “Ba-da ba ba ba!”.

Subway – “Eat Fresh”

Subway wants to differentiate itself by playing the freshness card: don’t go to greasy fast foods when you can eat our fresh sandwiches and soups that are being prepared right before your eyes.

Dunkin’ – “America Runs on Dunkin’”

A slogan that wants to imply that coffee is fuel and, more exactly, that many Americans rely on Dunkin's coffee to energize their day. This comes in opposition to their competitor, Starbucks, whose coffee is presented more as a lifestyle than a daily beverage that energizes you. And if you are curious about the Starbucks Slogan, here it is: “Inspiring and nurturing the human spirit — one person, one cup, and one neighborhood at a time.”

Burger King – “Have It Your Way”

When you’re up against McDonald’s, it’s pretty hard to differentiate your brand on the market. So you need to find and play your strengths. This is what Burger King did with its slogan, which implies that they are more flexible, and customers can choose how to customize their orders, they do not need to pick a burger from a list.

Coca-Cola – “Open Happiness”

Coca-Cola’s advertising has always been about the experience one goes through when drinking one of their beverages, so this slogan implies that happiness is a choice and the customer can choose to open a Coca-Cola and achieve that feeling.

Lay’s – “Betcha Can’t Eat Just One.”

It’s basically impossible to eat just one chip and then stop. So Lay’s used this human urge to continue to snack and created this slogan. It’s a playful slogan, and it’s working because it does not imply their chips are the best, but because it relies on the uncontrollable need to snack once you started a bag of chips.

L‘Oréal - “Because You’re Worth It”

L‘Oréal’s tagline is special because it does not play the product, but the feeling the product gives the person after applying it: confidence, being desirable, and being worthy.

Maybelline – “Maybe she’s born with it. Maybe it’s Maybelline.”

Another makeup brand with a great tagline is Maybelline, and this brand also refers to the confidence the makeup offers. But there is a twist. Maybe the person wearing it is naturally confident, or maybe the product boosts this confidence.

M&M - “Melts in Your Mouth, Not in Your Hands”

Chocolate is everywhere, so M&M had to think of a great slogan. Back in 1954, they focused on the quality and convenience of their product: the small, colorful bites of chocolate that have the advantage of not melting into hands.

Ford – “Built to Last”

This slogan appeals to hard-working Americans and is directed to its prime audience. Ford knows that this American wants and needs a powerful, durable truck meant to do the hard work. Therefore, the slogan implies, without a doubt, that Ford created trucks that are meant to be durable.

Mercedes-Benz – “The Best or Nothing”

This slogan is very easy to understand since it speaks about the superiority of Mercedez-Benz over other luxury car brands. They imply they embody luxury vehicles, and no other car can come close.

Toyota – “Let’s Go Places”

Toyota’s tagline dates back to 2012, and it’s meant to accomplish two things: encourage the target audience to be bold and explore new places and speak about Toyota's evolution and innovation as a vehicle brand, proving its creativity and ingenuity.

BMW – “The Ultimate Driving Machine”

First used in 1975, BMW's tagline flexes the idea that its cars are exciting to drive, making them the ultimate car to purchase.

Levi’s – “Quality Never Goes Out of Style”

Levi’s flexes the nostalgia of its customers with this slogan and the enduring quality of the denim they produce.

More than a slogan, this is a promise the brand makes its customers: never to diminish the quality of their products.

Walmart – “Save Money. Live Better.”

Walmart’s slogan goes straight to its strength: cost convenience, and doesn’t stop there. They imply that buying from Walmart improves your life by adding value to it.

Target – “Expect More. Pay Less.“

Like Walmart, Target wants to emphasize the good prices they offer and the quality of their products. The target audience can “expect more,” from food to clothing, when shopping at Target, and all for affordable prices.

The New York Times – “All the News That’s Fit to Print”

Created back in the 1890s, this tagline was meant to showcase that the New York Times won’t go for exaggerated, vivid stories but real and important facts that are worthy of seeing the print. They focus on publishing facts that will also educate their audience, not only entertain.

Allstate – “You’re In Good Hands.”

The slogan dates back to the 1950s, and it’s everything you look for in an insurance company: reliability. In a world full of uncertainty, Allstate’s customers are in good hands and at ease.

MasterCard – “There are some things money can’t buy. For everything else, there’s MasterCard.”

This tagline’s success comes from the idea that being a Mastercard holder makes everything possible. While some things are priceless, everything else can be bought with a simple tap of a Mastercard.

FedEx – “When it Absolutely, Positively Has to Be There Overnight”

FedEx’s slogan flexes how much you can rely on them to deliver your package at the right time. It’s also supposed to relieve customers’ anxieties about sending packages where they need to go.

Capital One - “What’s in Your Wallet?”

This emblematic tagline was created in 2000, and it’s great be cause it gets you to think about what you pay for and how you do it. If you choose cash, you can run out of it, but with a credit card from Capital One, this never happens.

AirBnB – “Belong Anywhere”

A great example of how to play on people’s emotions is AirBnB’s slogan. It implies that wherever you travel, you will feel at home because you rent a place from locals rather than stay at an impersonal hotel.

Disney – “The Happiest Place on Earth”

Disney’s slogan dates back to the 1950s, and it’s still very successful and recognizable. It calls upon the joy visitors experience when getting to Disney and the magic the place exudes.

Energizer – “It Keeps Going, and Going, and Going”

Energizer’s slogan promises its customers that its batteries don’t fail. They keep going and going because nobody wants a battery to run out.

Tesco – “Every Little Helps”

The tagline of the British retailer can work on so many levels, and that was Tesco’s intention. When you think about it, you can think about quality, convenience, value, service, etc. Tesco’s tagline reflects modesty, aligns with the brand’s mission and vision, and represents a brand for the people.

California Milk Processor Board - “Got Milk?”

This slogan was part of a wide campaign created by the California Milk Processor Board (between 2003 and 2014) meant to withstand the interest in fast food and soft beverages. The CMPB wanted people to get back to milk as their favorite drink and as a way to live healthier. A simple slogan with just two words. One that sticks in our brains. Sometimes such simple slogan examples are what it takes to convince people.

Dollar Shave Club – “Shave Time. Shave Money.”

This slogan works because it’s exactly what the brand tries to offer its customers. The selling points are the convenience of the service and the fact that their razors are cost-effective. Plus, it’s funny.

Ronseal - “It Does Exactly What It Says on the Tin.”

This is a very humble slogan that dates back 20 years. Ronseal is a dye manufacturer that doesn’t want to make grand promises to its customers. Their products do exactly what they’re supposed to do, nothing less, nothing more. It simply flexes the functionality of the product.

Bounty - “The Quicker Picker Upper”

Wordplay is awesome for a slogan, and that’s what Bounty did here. It’s something you cannot erase from your mind once you hear it. When you think about paper towels, you think about quickly getting rid of a mess. What differentiated Bounty from its competitors was that they “quickly” picked up the mess.

Visa - “Everywhere you want to be”

Visa focuses on progress with this iconic tagline. “Everywhere you want to be” is not about where you want to arrive in life, or the destination, but about who you want to become - a better version of yourself. And Visa is doing its best to support this endeavor on a bigger or smaller scale.

With this new tagline, Visa is thinking about the next generation.

Adidas - “Impossible is nothing”

Launched in 2004, this slogan has become an emblematic one, and everybody thinks of Adidas when they come across it.

Adidas’s story with this slogan started from a quote of legendary boxer Muhammad Ali: “Impossible is nothing. It’s just a big word thrown around by small men who find it easier to live in the world they’ve been given than to explore the power they have to change it.”

The idea of Adidas’s slogan is that only our mindset can prevent us from doing great things, not the circumstances. And that with adequate effort, we can achieve what we put our minds to.

Gatorade - “Is it in you?”

Gatorade is reviving its iconic “Is It In You?” tagline from the 1990s and early 2000s, aiming to inspire a new generation of athletes to stay focused and block out distractions.

The campaign that revives this slogan is a response to the continued challenges young athletes face today. However, while the circumstances are different, the slogan aims to emphasize that the drive is within you, and the mindset is crucial.

Gillette - “The best men can be”

Their very popular slogan was “The best a man can get”, but they changed it in 2019 in an attempt to address the toxic masculinity that’s all around us and other social issues, such as bullying and the # MeToo movement. 

While the idea behind this shift in slogans was well-intended, not everyone took it lightly, and a boycott of Gillette products ensued.

Gillette’s slogan is an excellent example of how an effective team recognized that something needed to change and acted quickly. Their new slogan didn’t change much, yet the new message adapted to the new cultural norms and evolving consumer perspectives. This, therefore, improved the brand positioning and loyalty.

Kit Kat - “Have a break, have a Kit Kat”

Probably one of the most recognizable slogans in the world, it goes back to 1957. It implies that when taking a break, you deserve the best, such as a Kit Kat chocolate, which comes across as comforting and offers the relaxation you need.

It’s a very easy-to-remember slogan, and it’s relatable since everyone needs a break from work, school, or daily life.

ING - “Do your thing”

This slogan dates back to 2020, and it’s part of ING's broader "Think Forward" strategy. 

“Do your thing” was created to emphasize that individuals should prioritize what matters to them in both their professional and personal lives.

It demonstrates ING's dedication to delivering straightforward banking experiences that empower customers to reach their goals and make a meaningful difference in their lives and communities.

Spotify - “Music for everyone”

The well-known Swedish brand has a very easy-to-remember slogan, which shows that the company is keen on offering music to suit every person's taste and preferences. Accessibility is the idea behind the slogan, demonstrating that Spotify is committed to providing a comprehensive and inclusive audio streaming experience for its global audience.

Famous company taglines and slogans

In the following lines, we will provide 50 additional slogans and taglines that are super catchy, smart, and inspiring. When you're interested in building your company slogan, check this list, and you will understand why some ideas stand the test of time while others just evaporate into the abyss.

Top European Companies with Slogans

FAQ

What are the benefits of a good sales slogan?

If you want to capture the consumer’s attention with the promotion of a new product or special offer, consider adopting a sales slogan. Here are the benefits of using one:

1. Distinction - everyone nowadays is using all social media platforms to sell. If you have a superior sales slogan, that may be the key to setting your company apart from the competition.
2. Branding - when designing catchy slogans, keep in mind to add a “personal” touch, meaning that the phrase should reflect your company’s brand. Pay attention to the tone and language you’re using, so as to convey the message that best describes your brand’s identity.
3. Consistency - A clear and memorable slogan brings all features of your branding together. If you’re using them constantly across ads, promotional items, and packaging, it enhances brand recognition and helps build customer trust.
4. Demand - Iconic slogans stick with your customers when thinking about your product. Short and catchy slogans create more demand for your product and make your customers think: Is it fun? Is it better than the other products? Is it necessary?
5. Engagement - When executed well, slogans can relate great with your customers. They shape a positive perception of your products, services, and brand as a whole, which can grow into never-ending loyalty.

Now that you have learned how to write a catchy slogan and browsed through 80 of the most great taglines and slogans of all time, it’s time to go ahead and create your own.