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Bigger Isn’t Always Better

Size, it’s something that every client feels is one of THE most important things about their logo and branding when it is represented in any media – but does it really matter that much?

back to basics

I’ve spoken before specifically about logotypes and the basic principles of logo and brand design, but this topic comes up so much I think that it is worth it’s very own discussion. After all, if you have paid hundreds or thousands of dollars for a logo why wouldn’t you want it displayed larger than life at every available opportunity?

It is perfectly understandable, but it isn’t necessarily the best thing to do in all of your marketing, here are some of the arguments for and against making your logo the biggest thing about your branding:



The first argument is for good design, because when graphic design is done right, what matters most is hierarchy. What is it that you want to communicate to your prospective customers through this thing and what do you want your customers to do? Once you know this, your design should be a clear and easily digestible journey through the steps to get from one to the other. If your logo is going to get in the way of that communication in it’s new, beautiful and larger than life representation, it probably needs to scale down.




Your logo is important, that much is true, but depending on the context it doesn’t necessarily need to be centre stage. For example if the purpose of this thing you are creating is to tell people about a new product or service you are launching, it matters that you are the one selling it, but it matters most to tell your customer what this new thing is and then how they can buy it from you. Often your story can be shown through the design using other elements of your branding while your logo itself takes backstage.



Your logo though, should definitely be seen. In certain marketing though, it should be thought of more as a kind of guaranteed badge. Your logo tells the customer who represents this product and the content of your marketing tells them what you stand for. Over time, these things begin to become synonymous with your logotype and branding alike relating what you stand for to your customers, keep delivering on the promises in your marketing and your logo becomes a badge of trust that will sell your products and services.



What matters most is your customers, no matter how big your company might be try not to lose sight of these people. Your customers are what make your business possible and allow you to live and fulfil your dreams, so in all of your marketing and communications you should be endeavouring to help them, more than yourself. It is also important to note that your customers do not necessarily care about who you are, unless you have built up trust – making your logo big and centre stage before it is able to adopt and become connected to your story, does nothing to help you or your business succeed because it communicates nothing but beauty and a name. So the aim is to tell the story first, tell it to your customers and connect it to your logo + your branding design – not the other way round.



You and your business are made up of real people and your customers connect more easily with those people than your logo. In the same way, your story and your message more easily builds a relationship with your customers than your logotype, so in your marketing and communication you should be focussing most on the elements that will best connect with them (and that is almost never your logo). Building this relationship with your customers allows them to feel something along with the visual representation of your brand… that feeling about you and their relationship to that feeling can then be transferred to your logo and branding such that your logo becomes more important – until that stage, it is probably best that your logo be present, clear and unmistakable but not take up the majority of your communication.


The biggest and most important point here then, is that you need to earn the size of your logo in your marketing and communications. Making it large before it’s time doesn’t necessarily damage your brand, but it just doesn’t tell any more of your story and if someone cannot connect your logo to the feeling you want to transmit with your branding, then it simply doesn’t matter as much as the representation of your message.



Chris Kirkby

Chris Kirkby

Graphic Design, Print Design, Web Design + Problem Solving

Hi! I’m Chris, a senior graphic designer based in Ipswich, Australia with over 15 years of industry experience developing and designing solutions to tricky business problems. In the course of my career to date I have worked in creating everything from large eccommerce websites and social media content online, to point of sale marketing materials, internationally sold products, packaging, catalogues and magazines. I’m passionate about problem solving and love to get into the bones of a project before helping to bring it to life.

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