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.

What's the story?

The Storytelling issue, Oct/Nov 2017, is out now.
We invited writers to respond to our cover image
this month: read their stories inside.
PLUS: Tom Gauld, Oliver Jeffers, Giphy & S-Town

Buy the issue

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