Many small-business logos carry a tagline under the name, as if to avoid leaving an unexplained blank. It is tempting, but it is often the first thing that causes problems when the logo has to appear on a card, an avatar or a stamp.
Why a tagline fits badly inside a logo
- Legibility. At small sizes the tagline disappears or becomes an unreadable line, and weighs down the whole logo.
- Lifespan. A tagline changes with the offer, campaigns or positioning; a logo is made to last.
- Complexity. Each element added dilutes the sign's strength. See why a simple logo is harder to create (in French).
- Versions. A logo with a tagline is harder to reduce to an icon, a favicon or embroidery.
The solution: two versions
The most practical approach is to design a main logo without a tagline, used wherever space is tight, and a version with a strapline (horizontal or vertical) for generous materials: sign, banner, website header, brochure. The tagline can then change without touching the logo. This logic of versions is detailed in should you create several versions of your logo (in French).
When a tagline in the logo still makes sense
- When the business name doesn't say what it does and the brand is little known.
- When the logo is mostly used on large materials, where the tagline stays legible.
- When the tagline is stable and lasting, established as a real brand signature.
What makes a good tagline
- Short: a few words are enough.
- Concrete and true: it describes what you really do or promise.
- Distinctive: avoid generic phrases that anyone could sign.
- Free to use: check it isn't already used as a trademark in your field. See how to check a logo doesn't already exist.
Frequently asked questions about taglines and logos
What is the difference between a tagline and a brand signature?
In everyday use the two terms overlap: it is a short phrase associated with the logo. People tend to say signature when it is lasting and used on all materials.
Can you change the tagline without changing the logo?
Yes, and that is exactly the point of keeping them apart: the tagline can change with the offer or campaigns without touching the logo.
More questions about logo design
How Many Colours Should a Logo Have?
In practice, an effective logo uses one to three colours: more legibility, more consistency, fewer printing headaches. Read the article →
Can You Use a Gradient in a Logo?
Yes, as long as you don't depend on it: the logo must exist flat first; the gradient is just a digital option. Read the article →
How Do You Test a Logo With Your Customers Before Approving It?
Show the logo for five seconds to a few customers from your target, then try it on your real materials before approving. Read the article →
Should You Draw Your Logo by Hand Before Moving to the Computer?
In most cases, yes: the pencil explores ideas, the computer builds the final vector file cleanly. Read the article →
How Do I Choose a Logo Style Suited to My Industry?
The style depends on the visual codes of your industry (colours, shapes, tone) and your positioning within that industry. Read the article →
How Do I Know if a Logo Is Trendy Versus Modern?
A trendy logo follows the fashion of the moment; a modern logo stays relevant without following it. Five signs give away a dated logo. Read the article →
What Are the Key Elements of a Professional, Memorable Logo?
A good logo combines five qualities: simple, memorable, timeless, versatile and relevant to the business. Read the article →
See all questions about logo design →
My take as a designer
I almost always separate the tagline from the logo: one is a sign, the other is a sentence. Put in the same drawing, they get in each other's way, especially small. When a client insists on their tagline, I draw one version with it and one without.
A logo must stay legible when you remove everything else, tagline included.
To sum up
A tagline inside the logo hurts legibility at small sizes and ages faster than the sign itself.
Good practice is to plan a main logo without a tagline and a version with a strapline for large materials.
A good tagline is short, true and free to use.
