We want nothing more than the pieces we create to be successful, leave an impact, and make a meaningful connection. They can’t just be pretty or edgy or cutting edge; they need to be effective most of all. I always get a warm spot in my heart for the clients I do work for – cheering them on and wishing them the best of success. If their business can thrive and grow as a result of something I’ve continued to, then I’ve done my job and am successful as well.
It’s not that designers have an unwritten rule to be obstinate about making logos larger than a certain size – we just want to do what’s best for our clients. We know what we’re doing—trust us.
Let’s face it. None of us like a pushy salesman that barges into our lives uninvited and won’t give up. He goes on and on about himself and his product – never getting personal or trying to learn about you, the customer. He has no personality other than an ego the size of the moon and his incessant (and annoying) brand-name dropping.
Making a company’s logo bigger just for the sake of making it “stand out” transforms the company into “that salesman.” It’s big and boisterous, yelling “look and me, look at me!”
Instead, let’s aim to be smart, modest, sophisticated, and tasteful. You know, the kind of salesperson everyone wants to work with. Your company is good at what it does, and your products and services are worthwhile. They fulfill a need. Talk about that and people will listen. Your messaging and differentiators should be what get remembered to help you succeed.
Rather than getting stuck on the size of the logo, the real focus should be on the overarching feeling and message the materials convey.
All of these elements together will make a brand campaign that is memorable and effective.
There is no guide that says how big or small a logo should be in order to make the greatest impact. Oversized logos can make a superb graphic element and add dimension to a brand look. Just know that increasing a mark’s size is no easy miracle fix, and in some cases can case more clutter than benefit.