Make the logo bigger.
This is probably one of the top 5 client requests, right up there with “too much white space” and “let’s bold the phone number.” Anyway, what’s the justification for super sizing a logo? For years, I’ve sought proof that a logo enlarged by 10% translates into more sales or even more awareness, but alas the proof is more elusive than the treasure in Capone’s vault.
In my experience, many advertisers don’t understand that a logo isn’t simply a trademark design representing a company. The logo is the embodiment of the organization. The logo must have meaning and that meaning not only comes from a customer’s experience, but also from carefully crafted messages and images in the form of advertising. Oftentimes, clients feel that the first thing that needs to be seen is the logo. Not true. In my mind, it should be the last. And most importantly, the messages that precede it should support and enhance the values that the logo stands for.