How to Create the Perfect Slogan for Your Brand in 2027 (+60 Famous Examples)

53 min read

A slogan is the line from your brand that customers will read more often than any other: on your website, on the side of your van, in your email signature, at the end of every video and under your logo. And yet it usually gets written in ten minutes, the afternoon before the logo goes to the printer.

That's how you end up with lines like “Quality you can trust,” “Your health is our priority” or “Passion for what we do.” They don't fail because they're short or simple. They fail because any of your competitors could sign them, and that makes them invisible.

This guide is the method I'd follow today to create a brand slogan: from positioning to customer testing to checking the trademark registers, whether that's the USPTO in the United States, the EUIPO in the European Union, the OEPM in Spain or the trademark office of Andorra. With templates, AI prompts and a simple way to tell whether what ChatGPT gives you is any good or just noise.

I also answer something almost nobody explains: which slogans people like, which ones they remember and which ones sell, because they aren't the same. And at the end you'll find 62 famous slogans from Spain, the United States, the rest of the world and Andorra, grouped by type and checked one by one. If you're working on a school assignment, the definition, the types and the examples will help you too.

Definition

What is a slogan? Definition and meaning

A slogan is a short, easy-to-remember phrase that sums up what a brand promises or stands for, and that goes with it in its advertising, on its website and across its communication for years. Its job is simple: when someone thinks about what you sell, the line reminds them why they should choose you.

Collins English Dictionary defines a slogan as “a short phrase that is easy to remember,” used in advertising and by political parties and other organizations that want people to remember what they're saying or selling. In everyday use it overlaps with tagline, motto and catchphrase, although, as you'll see below, they aren't quite the same thing. The word itself comes from Scottish Gaelic sluagh-ghairm: “battle cry.” Not a bad clue. A good slogan is exactly that: the line your team and your customers can repeat.

Where does the word slogan come from?

From Scottish Gaelic sluagh-ghairm, “battle cry,” the shout Highland clans used to rally their people; Wiktionary traces it back to Old Irish slóg, “army” or “crowd.” Over the centuries the word moved from war to politics and then to advertising. Spanish borrowed it as eslogan, with no accent mark and the plural eslóganes, the form listed by the RAE dictionary. Catalan writes it eslògan, as recorded by the Institut d'Estudis Catalans. Worth knowing if your brand also speaks to customers in Spain or Andorra.

What is an advertising slogan?

It's a slogan created for a specific campaign, and it can last weeks or years, while a brand slogan stays next to the logo for good. Sometimes one turns into the other: Nike's “Just Do It” was born in a campaign and ended up as the brand's signature line. You don't change your brand slogan every season; your campaign slogan, you do.

Comparison

Slogan vs. tagline, motto, claim and value proposition: what's the difference?

They're different pieces of the same message, and mixing them up is behind a lot of weak slogans. The value proposition explains; the slogan sums up; the tagline signs off next to the logo; the campaign line (what Spanish agencies call a claim) closes an ad, and the motto looks inward. There's no official definition covering all of them: this is the distinction we use at the agency.

Piece	What it is	Where it's used	How long it lasts	Example
Value proposition	The full argument for choosing you: who you help, with what problem and what sets you apart	Website, presentations, sales proposals	As long as your positioning lasts	“Physical therapy for runners: a gait analysis on your first visit and a written plan to get you back to training” (made up)
Slogan	The short, memorable line that condenses that proposition	Advertising, website, social media, signage	Years	“Red Bull gives you wings”
Tagline	The slogan fixed next to the logo as the brand's official sign-off (in the UK, often called a strapline)	Logo, end of ads, stationery	Years or decades	“The Ultimate Driving Machine,” BMW
Claim (campaign line)	In Spanish agencies, the line that closes an ad or a campaign; it's often used as a synonym for slogan	End of the TV spot, poster, campaign landing page	As long as the campaign or platform lasts	“Con mucho acento” (“with a strong accent”), Cruzcampo
Motto	A phrase that expresses a principle or a way of acting: it's about who you are, not what you sell	Internal culture, coats of arms, institutions	Very stable	“Virtus unita fortior,” the motto on Andorra's coat of arms
Descriptor	What you do, said plainly	Under the name, in search engines and business listings	As long as you keep doing the same thing	“Dental clinic in Escaldes-Engordany” (made up)

Not an official classification: in the industry, “claim,” “tagline” and “slogan” are often used as synonyms.

What is a tagline?

A tagline is the line that sits next to a brand's logo as its permanent sign-off, like BMW's “The Ultimate Driving Machine.” In American marketing it's often used as a synonym for slogan; in the UK it's usually called a strapline. The useful difference is duration: a campaign line lives as long as the campaign, while a tagline stays next to the logo for years. Spanish agencies call that campaign line a claim: “Con mucho acento” is Cruzcampo's claim; “Just Do It” is already Nike's tagline.

What is a motto, and how is it different from a slogan?

A motto is a phrase that expresses a principle or a way of acting, and it looks inward: it isn't trying to sell. Think of “Virtus unita fortior,” the motto on Andorra's coat of arms (“strength united is stronger”), or “United in diversity,” the motto of the European Union. A slogan, on the other hand, looks outward and sells. In Spanish and Catalan, a motto is a lema.

Purpose

What is a slogan for? (And when you don't need one)

A slogan helps your brand own an idea in the customer's mind and makes everything you publish push in the same direction. But not every business needs one from day one, and a bad one takes away more than it adds.

Now for the part most guides leave out: there are situations where I wouldn't create a slogan yet.

Your situation	Slogan?	What I'd do
A business that just opened and doesn't know yet what sets it apart	Not yet	A clear descriptor (“Sports physical therapy in La Massana”) and a decision on positioning
A market with lots of similar competitors (clinics, accounting firms, contractors)	Yes	A slogan that says what the others don't
A brand running campaigns on social media, radio or video	Yes	A stable brand slogan, with separate campaign lines
A long, technical B2B sale	Optional	First, a well-written value proposition; the slogan, if there is one, understated
A brand that sells in several languages (Andorra, bilingual regions, exports)	Yes, built to travel	Check that it works in every language before choosing it
A new product within a well-known brand	It depends	A launch line; the brand slogan stays

Key traits

What makes a good slogan: the characteristics of the ones that work

A slogan works when it's understood at first glance, promises something the customer cares about, sounds good, sticks, is true and couldn't be signed by your competitors. If it fails one of the six, it shows. If it fails two, you're better off without a slogan.

And what does the research say? There are few serious studies on slogans, but the ones that exist add quite a bit of nuance to what nearly every guide repeats.

Which slogans do people like most?

The ones that are easy to understand, promise a benefit and have some creativity. That's the conclusion of the study by Dass, Kohli, Kumar and Thomas in the Journal of Business Research: of the 14 traits they analyzed, those three carried the most weight, and rhyme helped too. The interesting part is that liking and remembering don't go together. According to the University of Georgia's release on the study, Nike's “Just Do It” was among the most remembered, while M&M's “Melts in your mouth, not in your hand” was among the most liked. Money makes a slogan more memorable, but not more likable.

Which slogans sell the most?

No study proves that a line, on its own, sells more. What is documented is everything around it: recall grows with years of use and media spend (Kohli, Thomas and Suri), and a slogan that sounds like an ad can have the opposite effect to the one it's after. In the experiments by Laran, Dalton and Andrade, seeing the Walmart brand made participants spend less, but seeing its slogan, “Save money. Live better.”, made them spend more.

My practical take: the slogan that sells is the one that condenses a real advantage, gets repeated consistently and doesn't sound like a salesperson. Cruzcampo's “Con mucho acento” won the Grand Prix at Spain's Eficacia Awards, which reward business results.

How long should a slogan be?

As short as it can be while saying one thing. Many guides give a number (4 to 8 words, 5 to 8…), but it isn't an official rule: the Journal of Advertising Research study found that short slogans are remembered better, without setting a number. Nike's “Just Do It” has three words and FedEx's “When it absolutely, positively has to be there overnight” has nine, and both made history. My rule of thumb: if it doesn't fit on one line of a phone screen and you can't say it in one breath, something has to go.

Does a slogan have to rhyme?

No, but it helps it get liked and seem true. In an experiment published in Psychological Science, McGlone and Tofighbakhsh found that rhyming aphorisms were judged more accurate than the same idea without a rhyme: the phrase is easier to process, and that ease gets mistaken for truth. In the study by Kohli, Thomas and Suri, however, rhyme didn't improve recall. Bottom line: rhyme if it comes naturally (Spain's “Rexona no te abandona,” “Rexona won't let you down”); if you force it, it shows.

People remember the slogans they hear many times and prefer the ones they understand. You control the consistency. You control the clarity, too.

Types

Types of slogans, with examples

There's no official classification of slogan types; every textbook uses its own. This is the one I use, because each type reflects a different brand decision: what I want customers to feel, do or think about me.

Type	What it does	Real example	When I'd use it
Benefit	Promises a concrete result	“Red Bull gives you wings”	When your advantage fits in one sentence
Emotional	Connects with a feeling or an aspiration	“Because I'm worth it,” L'Oréal Paris	Emotional purchases: beauty, gifts, leisure, food
Imperative	Asks for an action	“Just Do It,” Nike	Brands with attitude; careful if it sounds like an order
Positioning	Says where you stand against the others	“We try harder,” Avis	Markets with a clear leader you can't beat head-on
Descriptive	Explains what you do or what's inside	“Intel Inside”	New brands or hard-to-understand categories
Wordplay or rhyme	Uses the name or the sound to stick	“Rexona no te abandona”	Names that lend themselves to it, as long as it comes naturally
Question or challenge	Involves customers and makes them answer	“¿Te gusta conducir?” (“Do you like driving?”), BMW Spain	When you want customers to see themselves in it
Humor or provocation	Surprises, exaggerates or pokes fun at something	“Where's the beef?”, Wendy's	Boring categories or brands that need to feel younger
Institutional or cause	Seeks a change in behavior	“Si bebes, no conduzcas” (“If you drink, don't drive”), Spain's traffic authority (DGT)	Government agencies, nonprofits, social campaigns

What are the 4 types of slogans?

There's no official classification, but if you're asked for four, the most common are: benefit (“Red Bull gives you wings”), emotional (“Because I'm worth it,” L'Oréal Paris), imperative (“Just Do It,” Nike) and positioning (“We try harder,” Avis). The other types in the table are usually added on top of those four.

Method

How to create a slogan for your business, step by step: the 6-step method

To create a slogan for your business, you first decide what you want to say and only then how to say it: positioning, benefit, lots of options, a tough filter, a customer test and a trademark check. The usual mistake is starting at step three.

• Positioning
• Benefit
• Brainstorm
• Filter
• Customer testing
• Trademark check

Step 1

Step 1: decide your positioning before you write a single line

Positioning is the idea you want customers to associate with your brand versus the competition, and it's the raw material of your slogan. If it isn't decided, the slogan ends up being a nice adjective. Before thinking up lines, I'd fill in this template:

Template to copy

For [type of customer] who [specific need or problem],
[brand name] is [category: what you are]
that [main benefit]
because [proof: data, method, experience or guarantee].
Unlike [the usual alternative], we [what you do differently].

Three questions that help if you get stuck: why do your best customers choose you today? What do they say about you in reviews that you don't say yourself? And what would you never do, even if someone asked you to? Reviews are gold: very often the slogan is already written there, in the customer's own words.

Step 2

Step 2: choose one single benefit (and its proof)

A slogan can carry one benefit, not three. Pick the one your customer cares about most and that you can prove, and take it from feature to benefit and from benefit to emotion. The feature is what you do; the benefit, what the customer gets; the emotion, how they feel.

Business	Feature	Benefit	Emotion	Possible slogan
Dental clinic	Conscious sedation	Pain-free treatment	Losing the fear	“Smile without fear of the dentist”
Remodeling	A fixed quote in writing	No cost overruns	Peace of mind	“A fixed price before the work starts”
Online store	24-hour shipping	You have it tomorrow	Excitement	“Order today, wear it tomorrow”
Accounting firm	Same-day answers	You're never stuck waiting	Relief	“We'll get back to you the same day”
Mountain restaurant	Produce from the valley	You eat what's from here	Belonging	“Mountain cooking, unhurried”

Examples made up by DigiAcción to explain the method.

The emotion column is optional. In trust-based services (health, legal, money), a rational benefit said warmly tends to work better; in leisure, fashion or food, emotion carries more weight. What never works is a benefit you can't prove: if you promise “no waiting,” the day someone waits forty minutes, the slogan works against you.

Step 3

Step 3: brainstorm 30 to 50 options (with templates and AI)

The first line that comes to mind is almost never the right one. Write 30 to 50 options without judging them, mixing different formulas, and leave the filtering for the next day. These ten templates will help you get unstuck:

Can you use AI or a slogan generator to create a slogan?

Yes, and at this stage it's very useful: in two minutes it gives you 50 options that would take a person a whole afternoon. The problem is what you ask for. If you type “give me a slogan for my clinic,” you'll get the average of every clinic slogan it has ever read. If you give it your positioning, your benefit, your proof and what you don't want, the quality changes completely. Free slogan generators, like the ones from Canva or Shopify, work the same way: fast, and generic if you don't give them context.

Copy-ready prompt · Generate options

Act as a senior copywriter specializing in [industry] brands in [country or region].
Brand context:
- Ideal customer: [who they are and what worries them]
- Positioning: [paste the statement from step 1]
- Main benefit: [just one]
- Proof: [data, guarantee or method]
- Competitors and their slogans: [list]
- Tone: [warm / understated / humorous…]
- Banned words: quality, passion, excellence, solutions, commitment, leader.
Write 40 slogans in American English, 2 to 7 words long, spread across these types: benefit, emotional, imperative, question, play on the name, contrast and something the customer would say.
For each one, state the type and explain in one line why it could work.
Don't copy or adapt slogans from well-known brands. If a line could be used by a competitor just by changing the name, leave it out.

Copy-ready prompt · Evaluate and filter

Act as a demanding creative director. Here's a list of slogans for [brand], which sells [what] to [whom].
Score each slogan from 1 to 3 on: clarity, benefit, rhythm, memorability, truth (can the brand always deliver on it?) and distinctiveness (could a competitor sign it?).
Mark with an X any that contain industry clichés, promises that can't be proven or double meanings.
Return a table sorted by score and explain in one sentence why you're discarding the worst ones.
Be tough: I'd rather have five good finalists than twenty acceptable ones.

Copy-ready prompt · Check languages

These are the slogan finalists for [brand]: [list].
The brand communicates in [English, Spanish, Catalan, French…].
For each slogan:
1. Translate it naturally into each language (not literally) and tell me whether it keeps its rhythm and meaning.
2. Flag double meanings, negative connotations or vulgar expressions in any of those languages or in their regional variants.
3. Tell me whether it resembles any famous slogan you know.
Remind me that I have to check the official trademark registers myself: don't treat your answer as final.

How do you know if an AI-generated slogan is any good?

With the same six keys as any other slogan, plus a few red flags typical of generated text. This is what I'd check before keeping a line from ChatGPT, Gemini or Claude:

AI gives you quantity. The judgment to choose, and the responsibility for the line being true, are still yours.

Step 4

Step 4: run your options through a filter and keep 3 to 5

The filter turns the long list into three to five finalists using criteria that don't depend on the decision-maker's taste. Score each option from 1 to 3 on these eight criteria (24 points max.) and discard anything that scores a 1 on truth or distinctiveness, however well it does on the rest.

Criterion	The question	1 point	3 points
Clarity	Is it understood without explaining it?	It needs explaining	It's understood in three seconds
Benefit	Does it say what the customer gets?	It talks about you	It talks about the customer
Rhythm	Does it sound good out loud?	You trip over it	It rolls off the tongue
Memorability	Do you remember it the next day?	No	Yes, word for word
Truth	Do you always deliver on it?	Sometimes	Always, and you can prove it
Distinctiveness	Could your competitors sign it?	Yes	No
Languages	Does it work in your customers' languages?	It breaks in translation	It works or has its own version
Usage	Does it fit on a sign, a social profile and the end of a video?	Only on the website	Everywhere

How can you tell if a slogan is good?

Besides the score, I run four quick tests:

• The competitor test: swap your name for your closest competitor's. If the line still works, it isn't yours.
• The van test: picture it on a van driving down the street. If it can't be read and understood in three seconds, it's too long.
• The phone test: say it out loud to someone over the phone. If they ask you to repeat it, the rhythm is off.
• The next-day test: let the list rest overnight. The ones you remember without looking are the good ones.

Should your slogan be in English, Spanish or Catalan?

In your customer's language. English works if your brand is international or your audience uses it every day, but for a local business in Spain or Andorra it often sounds forced and is remembered less. Some brands keep their original slogan in every market, like Audi with “Vorsprung durch Technik,” because the language is part of the message: in its case, its German origin. In Andorra, where Catalan, Spanish, French and English live side by side, I'd look for an idea that works at least in Catalan and in Spanish before choosing the line. The same logic applies to a US business with a large Spanish-speaking clientele.

Step 5

Step 5: test your finalists with real customers

Customer testing tells you what people understand and remember, not what your business partner likes best. You don't need a market research study: with 10-15 customers and a cheap ad test you have enough data to decide.

• Comprehension test (five minutes per customer): show each finalist without the logo and ask “what do you think this company sells?” and “what is it promising you?” If the answer doesn't resemble your positioning, it's out.
• Recall test (24-48 hours later): ask “do you remember any of the lines I showed you?” The one most people recall unaided has the edge.
• Ad test: run the same ad with two or three different slogans to the same audience and compare the click-through rate and the cost per lead.
• Website test: if you have enough traffic, test two versions of your homepage header.

For the ad test, a small Instagram and Facebook campaign is enough, with the same ad in every version so that only the line changes. If you've never set one up, a Meta Ads agency in Andorra or in your area can get it ready for you.

Step 6

Step 6: check whether your slogan is already trademarked (USPTO, EUIPO, OEPM and OMPA)

Before you print anything, check that nobody has registered that line, or one very similar, for products or services like yours. It's free on the official search tools, it takes an afternoon and it can save you from changing your signs, website and stationery a year from now.

Where to search	What you'll find
Google, with the line in quotes	Real use by other companies, even if it isn't registered
USPTO Trademark Search	Federal trademarks in the United States, registered or applied for
OEPM trademark search (Localizador)	Trademarks with effect in Spain
TMview	Trademarks from EU offices and many others in a single search
EUIPO eSearch plus	European Union trademarks
OMPA Registre de Marques	Trademarks registered in Andorra and its Gaseta de Marques
Domains and social media	Whether you can use the line, or a hashtag with it, online

Search for the exact line and for its variants too: without articles, in singular and plural, and with synonyms for the key word. What matters isn't only whether it's identical, but whether it could be confused with another in the same kind of products or services. Registers are organized by the classes of the Nice Classification (45 in total: 34 for goods and 11 for services), so pay attention to which classes each trademark you find covers.

Can you trademark a slogan?

Yes, as long as it's distinctive. Spain's OEPM puts it this way in its examination guidelines: advertising slogans can be trademarks when the public perceives them as an indication of the commercial origin of the goods or services, beyond their advertising function. The EU Court of Justice made it clear in the Audi case over “Vorsprung durch Technik”: the fact that a line is also promotional doesn't stop it from being a trademark, and it isn't held to stricter criteria than other signs.

What gets refused is a line perceived as a mere promotional message. The common practice on slogans of the European network of trademark offices gives useful clues: double meanings, wordplay, surprise, rhyme or unusual syntax all help. In Spain, the Supreme Court upheld the refusal of “Tu confianza nos hace importantes” (“Your trust makes us important”) for using broad, generic terms. In the United States the logic is similar: the Federal Circuit upheld the USPTO's refusal of THE BEST BEER IN AMERICA because such a common, laudatory advertising phrase can't work as a trademark (In re Boston Beer Co.).

How much does it cost to trademark a slogan?

Registering a slogan as a trademark costs the same as registering any other trademark. These are the official fees, without attorney or agent fees:

Office	Protects in	Application	Additional classes	Term
OEPM	Spain	€127.88 for the first class, online	€82.84 each	10 years, renewable
EUIPO	The 27 EU countries	€850 for one class, online	€50 for the second; €150 from the third on	10 years, renewable
OMPA	Andorra	€165.81 for one to three classes	€25.58 per class from the fourth on	10 years, renewable
USPTO	United States	$350 for one class (base application, online)	$350 each	10 years, renewable (with a declaration of use between years 5 and 6)

Official fees checked on October 20, 2026. OEPM: schedule in effect since April 1, 2026 (on paper, €150.45 and €97.48). EUIPO: €1,000 if filed on paper. OMPA: amounts are updated with Andorra's budget law. USPTO: fees in effect since January 18, 2025, with per-class surcharges of $100 if the application is missing information and $200 if the goods and services aren't taken from the ID Manual ($850 per class on paper).

In Spain, the indicative timeline is 6 to 12 months if nobody opposes, according to the OEPM's manual; after publication in the Official Industrial Property Bulletin, there are two months to file oppositions.

Should you trademark your slogan?

I'd register it if three conditions are met: you're going to use it for years, it's distinctive enough for the office to accept it, and it would hurt if a competitor copied it. If it's descriptive (“Full home remodeling in Andorra”), it will be refused. And if your name isn't registered yet, start there: the slogan is the second step.

Application

Where to use your slogan (and where not to)

A slogan pays off when it shows up the same way at every touchpoint: website, social media, video, ads, signage and stationery. What kills it is using three different versions or hiding it in the website footer.

On your website, the slogan goes with the headline but doesn't replace it: your visitors and Google need to understand first what you do and where. That's why the header should carry both: the descriptor to understand and the slogan to remember. And in video, ending with the logo and the line, always the same, is what turns twenty separate videos into a brand; in our video production in Andorra we define it from the very first script.

Logo and slogan: are they the same, and should they go together?

They aren't the same: the logo is the visual part of the brand (a symbol, lettering or both) and the slogan is a line of text. Nor do they always have to go together. The usual approach is to design two versions of the logo: one with the slogan, for the website, stationery or the end of videos, and one without it, for social media profile pictures or small sizes, where it wouldn't be legible. It's worth setting the slogan's typeface, size and position in your brand guidelines.

Mistakes

Common mistakes when creating a slogan

Most slogans that don't work fail for the same reasons: they say what anyone would say, promise what can't be proven or change before anyone remembers them. These are the mistakes I see most often:

Mistake	Example (made up)	How to fix it
Generic	“Quality and trust”	Look for what only you can say
It talks about you, not the customer	“We're the leaders in remodeling”	Swap “we are” for “you get”
A superlative with no proof	“The best dentist in town”	A specific, verifiable promise, or a superlative defused with humor, like Carlsberg's “probably”
Too many ideas	“Quality, speed and fair prices for your home”	One idea per slogan
A pun nobody gets	“Joint ventures” for a physical therapy clinic	If it needs explaining, it's out
English by default	“Your smile, our passion” for a neighborhood clinic in Madrid	Your customer's language
Changing it every season	Three slogans in two years	A stable slogan; campaign lines kept separate
Copying the structure of a famous one	“Just Fix It” for an auto repair shop	Borrow the mechanics, not the line
Promising what you don't deliver	“No waiting” with forty minutes in the waiting room	If you can't always deliver it, don't promise it

A slogan doesn't wear out from repetition. It wears out when you change it before anyone has learned it.

Examples

Famous slogans: 62 examples from brands and advertising campaigns (and why they work)

These are 62 famous advertising slogans from brands and institutions in Spain, the United States, the rest of the world and Andorra, grouped by type. I checked each one on the brand's website, in the press or in advertising archives (they're all in the sources). Each slogan appears in its original language; when it's in Spanish or Catalan, I add its meaning in parentheses. And I only give the year when the sources agree.

Benefit slogans

Brand	Slogan	Why it works
Red Bull	“Red Bull gives you wings”	It turns a functional benefit, energy, into an exaggerated, visual image nobody takes literally. It was born in German, “Red Bull verleiht Flügel,” and in Spain it's “Red Bull te da alas”; the brand itself spells it “wiiings.”
M&M's	“Melts in your mouth, not in your hand”	It solves a real chocolate annoyance and you can check it in five seconds. It's among the most liked in the University of Georgia study.
FedEx	“When it absolutely, positively has to be there overnight”	It's long, but its promise is measurable (tomorrow) and it lands at the exact moment of the customer's anxiety.
Walmart	“Save money. Live better.”	Two imperatives: the rational benefit, saving, and the emotional one, living better. It replaced “Always low prices.”
Gillette	“The best a man can get”	A claim of superiority told from the customer's aspiration, not from the blade.
KFC	“It's finger lickin' good” (in Spain, “Para chuparse los dedos”)	It describes the gesture of enjoying the food, not the recipe. Sensory and easy to repeat.
Lay's	“Betcha can't eat just one”	It turns what could be a flaw, that you can't stop eating them, into a challenge to the customer.

Since: Red Bull, 1987 (with the brand's launch) · Walmart, 2007 · Gillette, 1989 · KFC, 1956 · Lay's, 1963 · FedEx, 1978-1983 campaign according to WARC. M&M's: date unclear.

Emotional and aspirational slogans

Brand	Slogan	Why it works
L'Oréal Paris	“Because I'm worth it” (in Spain, “Porque yo lo valgo”)	It talks about the buyer's self-esteem, not the product. It was written by copywriter Ilon Specht at McCann, and the brand has moved it from “I” to “you” and to “we.”
De Beers	“A diamond is forever”	It ties an object to an eternal promise: commitment. The brand has brought it back in recent campaigns.
Coca-Cola Spain	“La chispa de la vida” (“the spark of life”)	A simple metaphor: the drink's bubbles as everyday joy.
Coca-Cola	“Open Happiness” (in Spain, “Destapa la felicidad”)	It uses the product's gesture, opening the bottle, as the verb for an emotion.
McDonald's	“i'm lovin' it”	It's in the first person: it's what the customer would say, not the brand. It debuted first in Germany, as “ich liebe es.”
Mastercard	“There are some things money can't buy. For everything else, there's MasterCard”	A paradox: a card that admits the important things can't be bought. Its “Priceless” platform is still alive.
Ruavieja	“Tenemos que vernos más” (“we should see each other more”)	It turns into a slogan something we all say and rarely do. A true insight and zero product.
El Almendro	“Vuelve a casa por Navidad” (“come home for Christmas”)	It ties the brand to a yearly ritual. It comes back every December and is now part of Christmas in Spain.
El Corte Inglés	“Ya es primavera en El Corte Inglés” (“spring is here at El Corte Inglés”)	The brand claims a season for itself: the slogan announces the change of season.
Airbnb	“Belong anywhere”	It sells belonging, not lodging: exactly what a hotel can't promise.
Disneyland	“The Happiest Place on Earth”	An emotional superlative nobody argues with, because it isn't measured in numbers.

Since: Coca-Cola “Open Happiness,” 2009 · McDonald's, 2003 · Mastercard, 1997 · Ruavieja, 2017 · Airbnb, 2014. L'Oréal Paris, 1970s (the exact date varies by source). De Beers, “La chispa de la vida,” El Almendro, El Corte Inglés and Disneyland: date unclear.

Imperative and action slogans

Brand	Slogan	Why it works
Nike	“Just Do It”	Three words, an imperative, and valid for any sport and any level. Even in Spain it's used in English. According to its creator, Dan Wieden, it was inspired by the last words of a man on death row.
Apple	“Think different”	Grammatically odd, with an adjective where an adverb would go, and that's why it sticks. It casts customers as people who don't follow the crowd.
California Milk Processor Board	“Got Milk?”	Instead of praising milk, it reminds you of the moment you run out.
Colón	“Busque, compare, y si encuentra algo mejor, cómprelo” (“search, compare, and if you find something better, buy it”)	A direct challenge to consumers that conveys total confidence in the product. Manuel Luque adapted it from a line by Lee Iacocca for Chrysler.
KitKat	“Have a break, have a KitKat” (in Spain, “Tómate un respiro, tómate un KitKat”)	It ties the product to a moment of the day, the break, and repeats the verb so it rings.

Since: Nike, 1988 · Apple, 1997 · Got Milk?, 1993 · Colón, 1986 · KitKat, 1957.

Positioning and differentiation slogans

Brand	Slogan	Why it works
Avis	“We try harder”	It turns being number two into an advantage: it came from “When you're only No. 2, you try harder.” It's still on its website.
BMW	“The Ultimate Driving Machine”	It picks a territory, the pleasure of driving, and gives up luxury or safety as its main argument.
BMW Spain	“¿Te gusta conducir?” (“do you like driving?”)	The same idea turned into a question: customers select themselves. BMW still calls it its motto.
Audi	“Vorsprung durch Technik” (“advancement through technology”)	It stays in German all over the world because its origin is part of the argument.
Carlsberg	“Probably the best beer in the world”	The “probably” defuses the superlative and makes it likable and believable.
MediaMarkt	“Yo no soy tonto” (“I'm not stupid”)	It talks about price without saying “cheap”: it flatters the buyer's intelligence. It adapts the German “Ich bin doch nicht blöd.”
IKEA	“Bienvenido a la república independiente de tu casa” (“welcome to the independent republic of your home”)	It turns your home into a territory with its own rules: it talks about your life, not about furniture.
Intel	“Intel Inside”	It makes visible a component nobody sees. It's the classic example of an ingredient brand.
Tesco	“Every little helps”	A modest, believable promise, sized to the savings on the weekly shop.
Lidl	“Lidl vale la pena” (“Lidl is worth it”)	It's the Spanish version of its positioning across its 31 markets. I read it as a double wink: what it costs (vale) and what it's worth (vale la pena).
adidas	“Impossible is nothing”	It flips a set phrase to talk about pushing your limits.
Nokia	“Connecting People”	It puts people ahead of technology, just as the mobile phone was arriving.

Since: BMW (US), created in 1974 · Audi, 1971 · Carlsberg, 1973 · IKEA (Spain), 2006 · Intel, 1991 · Tesco, 1993 · Lidl, September 2025 · adidas, 2004 · Nokia, 1992. Avis, 1960s. BMW Spain and MediaMarkt: date unclear.

Slogans with rhyme, wordplay or the brand name

Brand	Slogan	Why it works
Rexona	“Rexona no te abandona” (“Rexona won't let you down”)	Rhyming with the name makes a product promise unforgettable. The brand has revived it as “Rexona nunca, nunca, nunca, nunca te abandona.”
La Casera	“Si no hay Casera, nos vamos” (“if there's no Casera, we're leaving”)	It went from the ad into everyday Spanish, and the brand brought it back for its 75th anniversary.
Pipas Facundo	“Siento dejar este mundo sin probar Pipas Facundo” (“sorry to leave this world without trying Pipas Facundo”)	A rhyme printed on the bag and spoken by a bull: the packaging as an advertising medium.
Saba	“El que sabe, Saba” (“those who know, Saba”)	A play on the name: the brand becomes a synonym for knowing how to choose.
Orlando	“Cuate, aquí hay tomate” (“buddy, there's tomato here”)	A short, catchy rhyme spoken by an animated character.
Avecrem	“¿Cueces o enriqueces?” (“do you just boil, or do you enrich?”)	A rhyming question that broadens the product's use: from boiling to enriching the dish.
Estrella Damm	“Mediterráneamente” (“Mediterranean-ly”)	A single invented word that sums up a lifestyle and went with its summer campaigns for years.
Maybelline	“Maybe she's born with it. Maybe it's Maybelline”	It plays with the name (Maybe and Maybelline) and leaves the question hanging: natural beauty or makeup?

Since: Estrella Damm, 2009 · Orlando, 1982 · Avecrem “¿Cueces o enriqueces?”, 1999 · Maybelline, 1991. Rexona, La Casera, Pipas Facundo and Saba: date unclear.

Ad lines with humor, provocation or that became catchphrases

Brand	Slogan	Why it works
Snickers	“You're not you when you're hungry”	A universal insight told with humor: hunger changes your personality.
Old Spice	“Smell like a man, man”	It made a grandpa brand feel young again by laughing at itself.
Wendy's	“Where's the beef?”	An attack on the competition in the form of a question. It ended up being used in a US presidential primary debate.
Las Vegas	“What happens here, stays here”	It sells complicity and permission, not hotels or casinos.
Chicfy	“Claro que sí, guapi” (“sure thing, gorgeous”)	A viral catchphrase everybody repeated. The lesson: the brand no longer exists; a famous line doesn't save a business.
Café Monky	“Tacita a tacita” (“cup by cup”)	It wasn't created as a slogan but as a line of dialogue in the ad. Sometimes the line that sticks is the most natural one.
Cruzcampo	“Con mucho acento” (“with a strong accent”)	It turns the Andalusian accent into a source of pride. It won the Grand Prix at the Eficacia Awards, which reward business results.
Chocolates Valor	“Placer adulto” (“adult pleasure”)	It provokes by segmenting: it leaves children out to talk to adults. In its relaunch it became “El placer de ser adulto” (“the pleasure of being an adult”).
Burger King	“Have it your way”	It promises customization in an industry of fixed menus.
Dunkin'	“America runs on Dunkin'”	It presents coffee as a whole country's daily fuel.

Since: Snickers, 2010 · Old Spice, 2010 · Wendy's, 1984 · Las Vegas, 2003 · Chicfy, 2016 · Café Monky, 1981 · Cruzcampo, 2021 · Burger King, 1974 · Dunkin', 2006. Chocolates Valor: date unclear.

Institutional and cause slogans

Who	Slogan	Why it works
Spain's Ministry of Finance	“Hacienda somos todos” (“we are all the tax office”)	It turns a tax into a shared responsibility. The original said: “Ahora, Hacienda somos todos. No nos engañemos” (“Now, we are all the tax office. Let's not fool ourselves”).
DGT (Spain's traffic authority)	“Si bebes, no conduzcas” (“if you drink, don't drive”)	A rule in four words (in Spanish), with a conditional structure that's impossible to misread.
Spain's Ministries of Social Affairs and of Health	“Póntelo. Pónselo.” (“put it on. Put it on him.”)	Two words that only change the person and share the responsibility.
New York State	“I ♥ NY”	The heart replaces the word. The logo was designed by Milton Glaser.
Smokey Bear (US Forest Service)	“Only you can prevent wildfires”	Direct, individual responsibility. It changed “forest fires” to “wildfires” to cover all fires, not only forest ones.

Since: Hacienda, 1978 · DGT, popularized in 1985 · “Póntelo. Pónselo.”, 1990 · I ♥ NY, 1977 campaign · Smokey Bear, 1947 (and 2001, the switch to “wildfires”).

Slogans from Andorran brands

Andorra has less of a tradition of brand slogans and more of positioning lines. These are the ones some of its best-known brands use today on their official websites:

Brand	Slogan or line	Why it works
Andorra Turisme	“Andorra t'eleva” / “Elevate your experience”	It plays on the country's altitude: going up the mountain and leveling up.
Pal Arinsal	“The most family-friendly ski resort in the Pyrenees” (in Catalan, “L'estació més familiar dels Pirineus”)	It chooses an audience, families, instead of competing on size.
Grandvalira	“L'estació més gran dels Pirineus” (on its English website, “Largest Ski Resort in the Pyrenees”)	More than a slogan, it's a leadership descriptor: size as the argument.
MoraBanc	“Només hi ha un número 1.” (“there's only one number 1”)	A campaign line backed by an award the brand displays: Bank of the Year in Andorra.

Checked on each brand's official website on October 20, 2026.

By industry

Slogan ideas for businesses: clinic, law firm, restaurant, coffee shop, store and contractor

These slogans are examples we made up so you can see the method applied to businesses like yours (if you want to see websites for almost all of these industries, take a look at our 13 real websites designed with AI). They don't belong to any brand: use them as a starting point, adapt them to your positioning and always check that they aren't registered before using them.

Industry	Slogan example	Type	Why it could work
Dental clinic	“Smile without fear of the dentist”	Emotional	It tackles the patient's main barrier: fear.
Dental clinic	“No pain and no surprises on the bill”	Benefit	It answers the two usual objections.
Physical therapy	“Run again, with a written plan”	Benefit and proof	It promises a result and says how you get there.
Law firm	“We explain your case without the jargon”	Benefit	What clients miss most from a lawyer.
Accounting firm	“We'll get back to you the same day”	Measurable promise	A real difference, if you always deliver.
Restaurant	“Mountain cooking, unhurried”	Positioning	It says what you cook and how the meal feels.
Restaurant	“Home cooking, with a chef's touch”	Emotional	It brings together the familiar and the professional.
Coffee shop	“Your neighborhood starts with a coffee”	Emotional	The coffee shop as a meeting point.
Coffee shop	“Roasted this week”	Proof	A fact your competitors can't always claim.
Online store	“Order today, wear it tomorrow”	Measurable promise	The logic of the FedEx slogan, applied to your customer.
Online store	“Not convinced? Return it for free”	Benefit	It removes the risk of buying without trying.
Contractor	“Fixed price. Fixed deadline. Clean site.”	Three beats	It answers the three fears of any remodel.
Contractor	“The job ends on the day we signed for”	Measurable promise	Delays are the industry's number one complaint; this line turns it into a commitment.
Hair salon	“We listen before we cut”	Benefit	It answers the fear of walking out with something you didn't ask for.
Gym	“Here, they know your name”	Positioning	The neighborhood gym versus the big chain.
Real estate agency	“We'll tell you what your home is worth, not what you want to hear”	Contrast	Honesty as a difference in an industry with a bad reputation.
Hotel in Andorra	“Wake up with the Pyrenees in your window”	Emotional	It sells the experience, not the room.

Illustrative examples created by DigiAcción. Before using any of them, search for it in the USPTO's Trademark Search, the OEPM's Localizador, TMview and the OMPA register.

Notice that none of them says “quality,” “professionals” or “trust”: customers take those for granted. Your slogan has to say what they don't expect, and it has to match what your website says. It's the first thing we check when we do web design for clinics: if the header promises “pain-free,” the rest of the page has to prove it.

Summary

Summary: how to create a slogan in 6 steps

A good slogan comes from a business decision, not from an afternoon of inspiration. This is the full process:

Example

Full example: the slogan for a physical therapy clinic in Andorra

This is the method applied to a fictional but realistic case: a sports physical therapy clinic in Escaldes-Engordany, with two physical therapists, resident patients and lots of trail runners. Use it as a template: change the industry and the framework stays the same.

Step	Decision	Deliverable
1 · Positioning	“For runners and mountain athletes who get injured, we're the clinic that gets them back to training with a written plan, because we analyze their movement on the first visit”	A statement the whole team signs off on
2 · Benefit	Getting back to training without relapses. Proof: a running analysis and a written plan from the first session. “Personal care” and “qualified professionals” are dropped, because the whole industry says them	One benefit and its proof
3 · Brainstorm	More than 40 options using the templates and this article's prompt, in Spanish and in Catalan	A long list, with no judging
4 · Filter	Lines scoring 19 or more out of 24 go through. “Tu cuerpo, nuestra pasión” (“your body, our passion”) is dropped for being generic, and “Fisio de altura” (“high-altitude physio”) because the pun doesn't land the same way in Catalan	Five finalists, including “Vuelve a la montaña” (“back to the mountain”) and “Vuelve a correr, con un plan por escrito” (“run again, with a written plan”)
5 · Testing	The five are shown to 12 patients (comprehension and next-day recall), and the top three run for two weeks in the same Instagram ad	The winner: the one that's remembered most and brings in bookings at the lowest cost
6 · Trademark	A search in the OMPA's Registre de Marques, the OEPM's Localizador and TMview. Registration in Andorra if the line turns out to be distinctive; in Spain, only if they plan to open there	A documented decision before anything gets printed
Usage	Website header, end of the exercise videos, email signature and sign. On the Google Business Profile, only in the description	One slogan, always the same, with the descriptor “Sports physical therapy in Escaldes-Engordany” underneath

What matters in this example isn't the final line, but the fact that every step leaves a written decision. If two years from now someone suggests changing the slogan, everyone knows why this one was chosen and what would have to change in the business to justify a new one.

What I wouldn't do

• Write the slogan before the positioning is clear.
• Choose it by a vote at the office or among family.
• Keep the first line an AI gives me, or the first one I come up with myself.
• Promise something I don't deliver every single day.
• Write it in English because it “sounds more professional” when my customers speak Spanish or Catalan.
• Copy the structure of a famous slogan.
• Print signs without searching for the line in the OEPM, TMview and the OMPA (and the USPTO, if I sold in the US).
• Put the slogan in the name of my Google Business Profile.
• Change it every time the campaign or the marketing manager changes.

The bottom line

The perfect slogan doesn't exist on the day you write it. It's built over time: a clear, true line that's yours, repeated consistently in everything you do. The most famous ones on this list aren't famous just because they're clever; they're famous because their brands have stuck with them for years, sometimes for decades.

• Positioning
• Benefit
• Options
• Filter
• Testing
• Trademark
• Consistency

If I had to keep just one idea: before you look for a nice line, decide what you want people to think of you. The line comes after, and it almost always turns out simpler than you expected.

Frequently asked questions