Does the logo really need to be bigger?
March 21, 2011 | Posted by Jim Gott
"Can we make the logo bigger?" This is not an unusual or an absurd request, however, it is an often ridiculed request. In fact, there's even a song that parodies the idea. But why? Why does there appear to be a constant desire to make the logo bigger?
Granted, there are times when the logo should be scaled up to improve legibility or to meet the requirements of a graphic standards guideline. However, a more realistic reason as to why the logo should be made bigger is that there may be a disbelief in the marketing message or advertising concept. So, for some reason, by making the logo bigger it will somehow make a weak concept stronger?
Probably one of the most important things to consider when deciding to make the logo bigger is to take a step back and re-evaluate the ad concept or marketing message.
Is the ad strategically on the mark? If the ad’s message successfully stops a reader and engages them, they will likely look for the logo. The reader just found something they want, now they'll look for the logo to find out where to get it or who's responsible for it. In this case, the logo will be found no matter what the size or color.
Why isn’t bigger better? It’s not only a matter of taste. In every ad there are messages that need to be conveyed in a matter of seconds. A headline, tag or image is the message that is designed to capture attention. All these elements must stand out and be clear. Why introduce yet another dominant or colorful element to compete with the main message. The ad and its layout as a whole must clearly deliver its message. The layout and artistic decisions made for the entire ad sends messages about the quality of the product and the personality of the client. All these things should be well thought out ahead of time. These elements contribute to a large overall brand image and shouldn't be altered to enhance the look of a logo.
People buy into benefits, not logos. People also buy into brand names, but a logo does not make the brand. A brand is only established by advertising that evokes an emotion from a consumer - that's a tall order for a logo.