A quick review of some websites shows some different strategies for implementing the logo and 'slogan', and I was wondering if there is a discrepancy between implementation or technical considerations to the user experience when it comes to reinforcing the brand and business value proposition.

  • design the logo to include the slogan as an image
  • design the logo as an image and include the slogan as title or emphasized text
  • design the logo as an image and include the slogan as a page content block

At first it seems like putting the logo and slogan into one image gives the best link/association, but this might reduce the visibility of the text whereas the logo suffers less from this. Including the slogan as a page content block (e.g. in the style of a quote) might put the message too far away from the logo to be effective.

Just wondering if there are some case studies or examples that can illustrate the design considerations and what to avoid (or how to best implement) for best reinforcement of brand values?

  • I think this depends entirely on the slogan and how it was designed from a visual branding standpoint in the first place. – DA01 Mar 15 '16 at 20:17
  • @DA01 Without turning this into a 'given this slogan' how can I make it work with 'this logo', is it possible to provide some examples then of the different strategies possible as an answer? Or does the question need rewording? – Michael Lai Mar 15 '16 at 21:35
  • I don't think it's a UX issue. It's a brand identity issue, which is the purview of marketing and graphic design most of the time. – DA01 Mar 15 '16 at 22:43
  • @DA01 It is hard to aruge that brand identity is not related to UX, and although I also see your point of view it doesn't seem like asking this question on Graphics StackExchange feels right either... – Michael Lai Mar 15 '16 at 23:26
  • They're definitely related but I don't see much UX value in a corporate slogan. It really is a marketing thing. – DA01 Mar 16 '16 at 2:59

The answer may in part come down to the style guidelines the company has with regards to its logo & slogan. For example, if the size ratio and positioning of the logo versus the slogan need to remain the same, especially when within a responsive design, then having both within a single image would probably work best. However, if there aren't such strict guidelines, having the slogan be separate text may allow you to keep it larger (more readable) in cases where the logo reduces in size, such as for mobile devices.

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