Difference Between Motto and Slogan

In addition to influencing our branding and marketing, slogans and mottoes serve a variety of other functions. We can add additional levels of complexity to our branding by understanding the differences between them, why we may need one over the other, and when we would want to employ each of them.

Motto vs Slogan

The main difference between the motto and slogan is that “motto” is described as a brief statement or phrase that represents the concept or a guideline directing the conduct of a person, while “slogan” is defined as the combination of words or a phrase that is simple to remember and used by a group or company to attract attention.

Motto vs Slogan

“A “motto” is a word used to identify a person or organization’s core principles or values. Conciseness is defined as the ability to express one’s views or ideas in a single sentence or brief phrase.

Now, a motto may be used in a number of ways, from an individual’s motto to an organization’s or business’s tagline.” “Political, religious, commercial, and other organizations often utilize slogans to convey their message in a snappy phrase or a single line.

It is often used by businesses to draw attention to their brand and attract new customers and investors. It is utilized by all businesses to keep their personnel united and loyal to the brand.”

Comparison Table Between Motto and Slogan

Parameters of ComparisonMottoSlogan
Definition A motto is a brief-term or phrase that expresses an individual’s, family’s, or institution’s values or goals.A slogan is a short statement used in advertising or marketing to get people’s attention.
DescriptionQuality is described by its motto in general.A slogan is a short phrase that defines a product or a service.
LengthThe length of a motto is usually more than the length of a slogan.Slogans are often more concise than mottos.
PurposeThe motto was not designed to be used for marketing or advertising.Slogans are words that are used to promote or advertise something.
Type of StatementTo use the term “motto,” we mean “goal statement”A slogan is a catchy phrase or remark that is often used in public demonstrations, in the media, or assistance campaigns.

What is Motto?

A motto is a brief statement or phrase that expresses a person’s or organization’s core values. That’s why this phrase or sentence might be characterized as a statement of belief or idea.

A person’s or group’s conduct is also influenced by it. There are mottos for countries, cities, organizations, and even families. For example, the motto of the University of Oxford is Dominus illuminatio mea. 

It is a maxim, not a motto, that defines a motto (derived from the Latin multum) as a succinct statement or phrase expressing a basic moral principle or guideline.

As a general rule, a motto sums up a person’s or a group’s basic purpose or drive concisely. To distinguish it from a slogan, a motto is typically and almost only seen in written form (which is by word of mouth).

It may also be a result of long-standing societal norms or momentous events, such as revolutions, major reforms, or even wars, that have influenced an institution. In a banderole, a motto is commonly put at the bottom of the shield.

This is a common practice in heraldry and dates back to the Middle Ages when most nobility had a coat of arms and a motto to represent their status.

What is Slogan?

In advertising and marketing, a slogan is a short attention-grabbing statement. The difference between a slogan and a motto is that a slogan is primarily designed to draw attention. As a result, it is concise and memorable.

In contrast to mottos, slogans describe a product or service, but mottos focus more on a person’s character. Slogans were maybe even more concise than mottos. In contrast to a motto,

A slogan is a memorable phrase that is often spoken orally rather than written down (which is in writing). Aside from tribal, commercial, political, religious, and other situations where it’s used to communicate ideas, aims, or intentions, it’s also a term that’s often repeated.

Slogans are often used to convince a certain group of people or the general public to choose a given course of action. Most often it’s a catchy phrase that may be repeated or used in marketing campaigns.

Slogans are usually only a reflection of a company’s brand identity, and they don’t always communicate the company’s values or beliefs.

Advocating for a certain course of action is its primary objective. The finest slogans are memorable, catchy, and build attention for a certain campaign when done correctly.

Main Differences Between Motto and Slogan

  1. The motto is a statement of belief or formal morals held by a person or organization, while the slogan is a motivational phrase used to promote something. 
  2. The quality of advertising is negotiated via the use of a motto, whilst the items and services are described through the use of a slogan. 
  3. A motto is a written declaration; on the other hand, a slogan is a phrase that people listen to. 
  4. In contrast to slogans, which are used to promote and market businesses, mottos serve the objective of idealization. 
  5. Motto expressions are used by people and organizations; on the other hand, religious parties mostly use slogans.
Difference Between Motto and Slogan


Both a motto and a slogan are missionary declarations, but a motto is a long-written phrase used by individuals or businesses, whilst a slogan is a short phrase used to draw people’s attention to an organization.

While this may seem to be similar to a motto or tagline, the primary (and most essential) distinction is that a brand slogan is related to a specific advertising campaign for a specific product or service.

In many cases, a slogan serves as a reflection of the brand itself; yet, it does not communicate the company’s motives or ideals. A persuasive speech’s primary purpose is to convince and urge the audience to adopt a certain action. 


  1. https://www.emerald.com/insight/content/doi/10.1108/02651330710761035/full/html
  2. http://citeseerx.ist.psu.edu/viewdoc/download?doi=
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