CR Feb issue: our top 20 slogans

From the meaning of beans to the power of love, the February 2012 issue of Creative Review features our 20 favourite slogans of all time and the stories behind them

From the meaning of beans to the power of love, the February 2012 issue of Creative Review features our 20 favourite slogans of all time and the stories behind them

What makes a great slogan? We investigate the enduring power of these clever little phrases in our special slogans issue, dedicated to our choices for the top 20 slogans.

As with our highly popular logos issue last April, we started the process by canvassing the opinion of readers online. Then we went to the experts, asking notable figures in advertising and design for their favourites. We took all that research and created a longlist to put before a panel consisting of copywriter Nick Asbury, CR columnist and ad creative ‘Gordon Comstock’ and Mark Denton of COY! Communications – adland veteran and walking slogan encyclopedia.

If you would like to buy this issue and are based in the UK, you can search for your nearest stockist here. Based outside the UK? Simply call +44(0)207 292 3703 to find your nearest stockist. Better yet, subscribe to CR for a year here and save yourself almost 30% on the printed magazine.


Our final 20 range from the commercial to the political.

Some make promises about a product (It’s the Real Thing), or a company (Never Knowingly Undersold), others politely suggest it may be time to Have a Break

And there are lots of great stories – including the extraordinary tale behind Keep Calm and Carry On, the finger lickin’ origins of KFC’s famous phrase and how The Independent was almost called The Meridian.

Our cover this month was created by illustrator Miles Donovan of Peep Show working to an ‘ultimate slogan’ written for us by Nick Asbury. MIles made badges using Nick’s slogan, which were photographed by Stephen Lenthall. We will post later on how the cover was made

In addition, if you are a subscriber, you will also receive our 20-page Monograph booklet free with your issue. This month it features a fantastic 3D typographic collaboration between design studio johnson banks and Ravensbourne

If you would like to buy this issue and are based in the UK, you can search for your nearest stockist here. Based outside the UK? Simply call +44(0)207 292 3703 to find your nearest stockist. Better yet, subscribe to CR for a year here and save yourself almost 30% on the printed magazine.

  • Matt Adams

    The Millwall logo on the front cover will put a fair few off of buying this magazine I would wager a bet. ‘Everyone Hates Us We Don’t Care’, good slogan for the Neo Nazi skainheads.

  • Excellent issue – stoked Snap Crackle & Pop made the cut!

  • graham hawkes

    Millwalls song is No one likes us , we don’t care, not as Mr Adams quotes and just what is a “skainhead’?

  • As a neo nazi skinhead who will happily eat your babies, its comments like the one from Matt Adams that put me off being a Graphic Designer

  • Ray

    Matt. I’ll take that bet (you muppet!)

    Man up!!!

  • Nice to see Barter Books, Alnwick is in CR. Look forward to this issue.

  • A

    Way too advertisery for me. Yes I know our two industries are in bed together etc….

  • Tom

    A skainhead is some one who has a ska tune playing in their head – they usually have quite short hair.

    Tom

  • V

    @ A

    It may not be to your taste but worth noting what works and why no? It’s got some superb back stories in it. Found my copy on my desk this morning and I’ve been through half of it already.

  • V

    Sorry, I’ve just read my first sentence again. Should say “…what works and why—no?”

  • Excellent issue. Thank God you didn’t put McDonald’s slogan up there (which I detest)

  • tim Spencer

    Oh, really John?

    Personally, I’m loving it.

  • This looks excellent – particularly loving the original cover (might do a website like that!)

  • Indeed a very nice cover, I must say that slogans that have stood the test of time like these all have something very special about them. The question to me is how this really takes hold of the public mind, the slogan alone gives people something memorable about a company or product (which is obviously very tailored for certain messages in the case studies here) but the advertising that goes with it is what captures the imagination of many and ultimately gives context to the slogan.

    All of the examples on the cover bring to mind, instantaneously to me at least, the feel that company has been trying to portray in countless adverts over the years.. and that is the real power of a good slogan.

  • Indeed a very nice cover, I must say that slogans that have stood the test of time like these all have something very special about them. The question to me is how this really takes hold of the public mind, the slogan alone gives people something memorable about a company or product (which is obviously very tailored for certain messages in the case studies here) but the advertising that goes with it is what captures the imagination of many and ultimately gives context to the slogan.

    All of the examples on the cover bring to mind, instantaneously to me at least, the feel that company has been trying to portray in countless adverts over the years.. and that is the real power of a good slogan.

  • Coka Cola’s, ‘it’s the real thing’ never made sense to me. Only from the aspect of making you think ‘what’ it means. And I guess making you ‘think’ about the slogan will make you think about the product.

    Good slogans always stick with you.