The logo can be combined with other elements, like slogan and brandslogan. The slogan is that phrase accompanying your logo in a certain advertising campaign. The brandslogan is the phrase that always distinguishes your company.
The slogan, as an ephemeral advertising item, does not create great difficulties regarding logo design: some companies use the slogan accompanying its logo for their advertising campaigns and others choose to present the logo apart from the slogan. In any case, this does not cause great inconveniencies since if it is presented separately, the public will never tend to associate it with the logo and if the logo is presented together with the slogan, this will be done in a certain way so as to make clear that this is only a temporary combination that will not exist beyond the advertising campaign. However, when it comes to a brandslogan, the matter is more complex. The constant occurrence of the brandslogan representing your company together with the corporate logo can lead the public to believe that the brandslogan is a constitutive item of the logo. That is, the logo is the logo plus the brandslogan.
This association between logo and brandslogan is not necessarily bad, unless it is not deliberate.
The logo bases its power on its durability. The logo shows, represents and is the company, thus it cannot be modified that easily. The logo will have to remain unchanging throughout time so that people get used to it, so that it becomes familiar for them. However, the brandslogan has certain durability, it is not ephemeral but it is more ephemeral than the logo.
The brandslogan is periodically amended to adapt to new consumers’ trends, while the logo remains as a banner of the company it represents. Therefore, if the branslogan is considered by the public as a component of the corporate logo, any change made on the branslogan will change all the corporate logo, there will be no chance to modify the brandslogan without modifying the corporate logo at the same time, giving the last an aura of strangeness before the public eyes.
Each company should choose what is more convenient for them: whether they want the brandslogan representing them to form part of their corporate logo or not.
Option 1: logo and brandslogan together in one element. The benefit offered by this association is that your company could be recognized through a catchy phrase favoring its recognition. The disadvantage is that any modification on the brandslogan to adapt to new market trends will make your whole logo unfamiliar.
Option 2: logo and brandslogan separately. The benefit offered by this is the possibility of modifying the brandslogan and lively adapting it to market changes without having a negative effect on the representation power of your logo. The disadvantage is that there will not be any catchy, verbal, sound element clearly identifying your company.