Types of Slogans for Various Applications

Slogans are typically referred to as one-line promises of value. The value might be concealed or boldly stated, but it has to be concise and accurate at the same time.

When employed as headlines, slogans should capture attention, establish the theme, and set the tone with the use of only a few words. When used as signoffs, they should fortify, verify, and enrich what has gone before. In some cases, the slogan may be the sole content of the advertisement.

Slogans should convey their visual elements, and design should collaborate to form a sum greater than each part. Neither of the two should try to outdo or try to say something that would be better expressed by the other.

The art of composing a great slogan can’t be defined by a single formula, but some can be categorized into recognizable types, which includes the following:

  • Concrete Benefit – Of all the types of slogans in existence, this typically suggests a direct and forceful message, generates strong interest from motivated or interested readers, and eliminates the risk of misunderstanding.
  • Personal Benefit – Expresses a concrete benefit and at the same time relates to the reader, fuses reason and emotion, and is typically employed for business-to-consumer headlines.
  • Intangible Benefit – No specific concrete benefit conveyed, states brand value and draws the reader to associate them with the product or service, and depends on strong emotional resonance for effect.
  • Command – Can be powerful if the reader strongly agrees with the advice but ineffective if the command sparks conflict between the reader and message.
  • Implicit Command – Poses a question, or makes a statement, that suggests a command to the reader. In addition, it may also possess an embedded command.
  • Promise – Offers general reassurance without needing to state specific advantages or benefits. These also employ ‘you’ as a compelling element.
  • Literal Question – Can attract the reader in if it presents to their personal concerns.
  • Rhetorical Question – Can imply intriguing or compelling messages, but risks pretension or irrelevance.
  • Accusatory Question – Can bring readers out of their comfort zone if utilized effectively.
  • Metaphor – Infers a striking, sensory-rich image in readers’ minds, but only if the metaphor is carefully selected. Take note that one should not fall into the trap of making the reader think about something else.
  • Pun – Can be memorable, but the reader might overlook the brand and remember the joke alone. Use jokes with care and at the same time don’t bend the message to the joke.
  • Neologism – Creating a word of your own. At their best, neologisms associate the expression of a benefit with a witty and memorable turn of phase.