slagorð

Slagorð is a short, memorable phrase used to promote a product, brand, political campaign, or social cause. It is intended to convey the core message in a way that is easy to remember and repeat. In Icelandic discourse, slagorð functions as a tagline or catchphrase and is a common element of advertising, branding, and public communication.

Etymology: The term is a compound of slag (battle cry, call) and orð (word). Historically it referred to a rallying cry or chant used in battles or campaigns; in modern usage it denotes a concise, persuasive line that encapsulates a message or identity.

Usage and distinctions: A slagorð differs from a motto, which tends to reflect an enduring principle of an organization. A slagorð is often campaign- or project-specific and may be revised with new campaigns. In advertising and politics, it is designed to be catchy, frequently employing alliteration, rhyme, or parallel structure to improve recall. It may appear on posters, packaging, websites, speeches, and commercials.

Best practices: Effective slagorð are concise, authentic, and aligned with the underlying values of the brand or cause. They are typically no longer than a sentence or a few words. They should avoid jargon, be easy to translate, and be tested with target audiences. A good slagorð complements visuals and broader messaging strategies, reinforcing the intended impression without overstatement.