What’s your favorite
slogo? Maybe I better start by asking if you
know what a slogo is. It’s not a new app for
your I-phone, at least not at the time that I’m
writing this. It’s not a new dance nor is it a
new energy drink.
A slogo is the nickname
the advertising experts use to describe a slogan
that becomes part of a company’s logo. You’ve
heard Arby’s, We have the Meats, and probably
The Magic of Macy’s to name just a couple. Good
slogans come to your mind as soon as you think
of the company’s name or the name of a product.
But you know it isn't easy
to come up with a slogan that becomes a slogo.
Even if you are lucky enough to come up with
one, chances are it will not last very long.
Suffice it to say slogo development is an art
and science helped with a huge heap of luck. I
know, we tried.
For our silver anniversary
in 2009, Vic and I thought it would be a good
idea if we came up with a slogan that
could—hopefully-- become our slogo. Shucks, if
it’s good enough for Arby’s and Macy’s, why not
Southwest Florida Yachts, our cruising school
and our yacht sales enterprise. We’ll put it on
ads and brochures, make it part of our social
media outreach, add it to our letterhead, you
With our new company
slogan for our chartering, school and sales
endeavor we’d be right up there with Rice
Snap, Crackle and Pop,
Just Do It
and others. But those
slogans, especially the ones that become slogos,
don’t come easy. First of all, we had to come up
with a slogan that fit our three businesses and
the sub-classes of each. We charter power
cruisers and yachts, our school offers classes
for both power and sail crew members and we help
market and sell both cruisers and yachts. Bottom
line is our slogan had to work for all.
We thought we were on
to something that reflected our passion for this
business, but “Don’t Sink Your Boating Dreams!”
didn’t fit even though it offered appeal to new
boaters. The experts say a good slogan is like
mental shorthand for what a company sells or
what it does or what they want you to do or
feel. They point to Xerox –
The Document Company,
I’m Loving It
and one of
Vic’s favorites, Home Depot –
You can do it. We can
For over 30 years now, our company has helped
folks learn to operate a yacht, charter a yacht,
buy a yacht and sometimes put that yacht back
into charter service to help offset the expense.
And those yachts are both power and sail.
After much thought and
deliberation over long lists well into the
evening, we came up with our first company
Experience the Boating Life!
It’s underscored with
stylistic blue “waves” and is positioned just
below the Southwest Florida Yachts logo. We like
it just as much today as we did more than five
years ago. It encourages individuals to
investigate and to continue the boating way of
life. After all, that is what we have been
offering for more than three decades. It’s not a
product or a service, it is indeed a lifestyle.
We continue to be thrilled helping people get
into boating and seeing them adopt boating as a
life-long adventure, with the proper skills and
experience. It is especially rewarding to foster
the boating way of life with generations of the
One final bit of
caution if you’re planning to create your slogo.
American slang works well here in the USA. KFC’s
good has stood
the test of time here, but in China it
translates into “Eat your fingers off.” And, The
Pepsi Generation slogan somehow became, in
China, “Pepsi brings your ancestors back from
We’re stickin with our slogan. In fact, we think
it’s a slogo, thank you very much.