diff --git a/esphome/components/mqtt/mqtt_client.cpp b/esphome/components/mqtt/mqtt_client.cpp
index f95096106f..3684e2c876 100644
--- a/esphome/components/mqtt/mqtt_client.cpp
+++ b/esphome/components/mqtt/mqtt_client.cpp
@@ -201,13 +201,13 @@ void MQTTClientComponent::start_dnslookup_() {
     }
     case ERR_INPROGRESS: {
       // wait for callback
-      ESP_LOGD(TAG, "Resolving MQTT broker IP address...");
+      ESP_LOGD(TAG, "Resolving broker IP address");
       break;
     }
     default:
     case ERR_ARG: {
       // error
-      ESP_LOGW(TAG, "Error resolving MQTT broker IP address: %d", err);
+      ESP_LOGW(TAG, "Error resolving broker IP address: %d", err);
       break;
     }
   }
@@ -221,7 +221,7 @@ void MQTTClientComponent::check_dnslookup_() {
   }
 
   if (this->dns_resolve_error_) {
-    ESP_LOGW(TAG, "Couldn't resolve IP address for '%s'!", this->credentials_.address.c_str());
+    ESP_LOGW(TAG, "Couldn't resolve IP address for '%s'", this->credentials_.address.c_str());
     this->state_ = MQTT_CLIENT_DISCONNECTED;
     return;
   }
@@ -251,7 +251,7 @@ void MQTTClientComponent::start_connect_() {
   if (!network::is_connected())
     return;
 
-  ESP_LOGI(TAG, "Connecting to MQTT...");
+  ESP_LOGI(TAG, "Connecting");
   // Force disconnect first
   this->mqtt_backend_.disconnect();
 
@@ -292,7 +292,7 @@ void MQTTClientComponent::check_connected() {
   this->state_ = MQTT_CLIENT_CONNECTED;
   this->sent_birth_message_ = false;
   this->status_clear_warning();
-  ESP_LOGI(TAG, "MQTT Connected!");
+  ESP_LOGI(TAG, "Connected");
   // MQTT Client needs some time to be fully set up.
   delay(100);  // NOLINT
 
@@ -341,7 +341,7 @@ void MQTTClientComponent::loop() {
     if (!network::is_connected()) {
       reason_s = LOG_STR("WiFi disconnected");
     }
-    ESP_LOGW(TAG, "MQTT Disconnected: %s.", LOG_STR_ARG(reason_s));
+    ESP_LOGW(TAG, "Disconnected: %s", LOG_STR_ARG(reason_s));
     this->disconnect_reason_.reset();
   }
 
@@ -364,7 +364,7 @@ void MQTTClientComponent::loop() {
     case MQTT_CLIENT_CONNECTED:
       if (!this->mqtt_backend_.connected()) {
         this->state_ = MQTT_CLIENT_DISCONNECTED;
-        ESP_LOGW(TAG, "Lost MQTT Client connection!");
+        ESP_LOGW(TAG, "Lost client connection");
         this->start_dnslookup_();
       } else {
         if (!this->birth_message_.topic.empty() && !this->sent_birth_message_) {
@@ -378,7 +378,7 @@ void MQTTClientComponent::loop() {
   }
 
   if (millis() - this->last_connected_ > this->reboot_timeout_ && this->reboot_timeout_ != 0) {
-    ESP_LOGE(TAG, "Can't connect to MQTT... Restarting...");
+    ESP_LOGE(TAG, "Can't connect; restarting");
     App.reboot();
   }
 }
@@ -396,7 +396,7 @@ bool MQTTClientComponent::subscribe_(const char *topic, uint8_t qos) {
     ESP_LOGV(TAG, "subscribe(topic='%s')", topic);
   } else {
     delay(5);
-    ESP_LOGV(TAG, "Subscribe failed for topic='%s'. Will retry later.", topic);
+    ESP_LOGV(TAG, "Subscribe failed for topic='%s'. Will retry", topic);
     this->status_momentary_warning("subscribe", 1000);
   }
   return ret != 0;
@@ -499,7 +499,7 @@ bool MQTTClientComponent::publish(const MQTTMessage &message) {
       ESP_LOGV(TAG, "Publish(topic='%s' payload='%s' retain=%d qos=%d)", message.topic.c_str(), message.payload.c_str(),
                message.retain, message.qos);
     } else {
-      ESP_LOGV(TAG, "Publish failed for topic='%s' (len=%u). will retry later..", message.topic.c_str(),
+      ESP_LOGV(TAG, "Publish failed for topic='%s' (len=%u). Will retry", message.topic.c_str(),
                message.payload.length());
       this->status_momentary_warning("publish", 1000);
     }
@@ -515,7 +515,7 @@ bool MQTTClientComponent::publish_json(const std::string &topic, const json::jso
 void MQTTClientComponent::enable() {
   if (this->state_ != MQTT_CLIENT_DISABLED)
     return;
-  ESP_LOGD(TAG, "Enabling MQTT...");
+  ESP_LOGD(TAG, "Enabling");
   this->state_ = MQTT_CLIENT_DISCONNECTED;
   this->last_connected_ = millis();
   this->start_dnslookup_();
@@ -524,7 +524,7 @@ void MQTTClientComponent::enable() {
 void MQTTClientComponent::disable() {
   if (this->state_ == MQTT_CLIENT_DISABLED)
     return;
-  ESP_LOGD(TAG, "Disabling MQTT...");
+  ESP_LOGD(TAG, "Disabling");
   this->state_ = MQTT_CLIENT_DISABLED;
   this->on_shutdown();
 }
diff --git a/esphome/components/mqtt/mqtt_component.cpp b/esphome/components/mqtt/mqtt_component.cpp
index 3b9d367a7b..456ae25e65 100644
--- a/esphome/components/mqtt/mqtt_component.cpp
+++ b/esphome/components/mqtt/mqtt_component.cpp
@@ -64,11 +64,11 @@ bool MQTTComponent::send_discovery_() {
   const MQTTDiscoveryInfo &discovery_info = global_mqtt_client->get_discovery_info();
 
   if (discovery_info.clean) {
-    ESP_LOGV(TAG, "'%s': Cleaning discovery...", this->friendly_name().c_str());
+    ESP_LOGV(TAG, "'%s': Cleaning discovery", this->friendly_name().c_str());
     return global_mqtt_client->publish(this->get_discovery_topic_(discovery_info), "", 0, this->qos_, true);
   }
 
-  ESP_LOGV(TAG, "'%s': Sending discovery...", this->friendly_name().c_str());
+  ESP_LOGV(TAG, "'%s': Sending discovery", this->friendly_name().c_str());
 
   return global_mqtt_client->publish_json(
       this->get_discovery_topic_(discovery_info),