Last updated on December 20th, 2019 at 05:16 pm

Since its inception, Google has used the corporate slogan “Don’t be Evil” as a representation of the company’s commitment to conduct itself in an ethical manner. As Google’s corporate investor site puts it:

Don’t be evil.” Googlers generally apply those words to how we serve our users. But “Don’t be evil” is much more than that. Yes, it’s about providing our users unbiased access to information, focusing on their needs and giving them the best products and services that we can. But it’s also about doing the right thing more generally – following the law, acting honorably and treating each other with respect.

As noble as the sentiment is, the problem with the slogan is that it makes it easy for detractors of Google to attack them. As is noted in this article on TechCrunch:

“It really wasn’t like an elected, ordained motto. I think that ‘Don’t Be Evil’ is a very easy thing to point at when you see Google doing something that you personally don’t like; it’s a very easy thing to point out so it does get targeted a lot.”

What this shows is that in considering a name or slogan for your company, you need to consider all of the possible ramifications of the name. Looking at the “Don’t be Evil” slogan for a moment, it fit the original need of the company as a small company attempting to break through against corporate monoliths like Yahoo and AOL. However, now that it is Google that is the omnipresent giant, the same motto now make Google a target. The great slogan for the growing company is now a problem for it.

As an example of a well chosen slogan, I would point to the sponsor of this blog, the U-Printing Network. As you can see at the top of this page, U-Printing has tied the slogan “Spread Your Message” to its logo. It is a simple message and ties directly to the services that U-Printing provides, ie… commercial printing. U-Printing is essentially telling its customers that their services will help the customers spread their message. The slogan is also effective in that it is not directed at U-Printing itself, but rather at the customer. It is the customer’s message that is being referred to, not U-Printing’s.

Again, the key here is to match your slogan to your service or product. Does the slogan relate to and then sell your product or does it detract from the product. If it does not serve the purpose of selling your product, then you need to consider changing the slogan to something that does.

With the above discussion in mind, what slogans do you think sell their products well and which ones are detrimental?

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