How to answer the ever-present 'make the logo bigger'?

Question

Just like most of us, I regularly face the client desire to 'make the logo bigger'. Especially in web designs, clients want to inflate their logos to ridiculous sizes. How do I effectively counter this suggestion? I *know* it's almost never a good idea. I usually point out that most succesful websites have their logos displayed at a very modest size, but I'd like to have a better story to tell.

Answer 1

Well, I would ask the client if the logo should be more important than the content, because if the logo is screaming for attention, it will distract readers from the rest. Explain the importance of hierarchy of information. Of how the human eye needs order to translate the message into the brain. You can cite a neuroscience research that proves this theory. I'm guessing that there is one out there. Also, branding is not just about the logo. Branding is consistency of design elements, a company's culture, message, and how the company presents itself into the market. A logo is insignificant without a solid brand. Target's logo without the Target experience and quality of products would be nothing but meaningless red circles. Same with Starbucks, Apple, Google, etc.

Answer 2

Here are my 2¢.

In your particular case it seems that you regularly face situations like this one, since that's the case my first piece of advice is:

1. From the first meeting, tell the client that the size of their logo will be considered in the overall design. If they want the logo bigger after seeing the design(s), you will take into consideration their feedback but you strongly suggest the size of the logo will be proportionate to the general design system.

One good thing about a problem like this, and this is VERY hard to understand for both junior and seasoned designers, is that this is an opportunity of charging more for your work. Since I usually charge by the hour, these kind of situations are actually situations I look forward to, because I can charge more.

The second piece of advice is made of two ideas:

1. Tell this to the client: We can certainly increase the size of the logo, but in the big scheme of things is not about how large the logo is, is how often it appears throughout your website and your other branding materials.
2. A powerful strategy to convey ideas is by using metaphors. In this case, tell the client the increasing the size of the logo is like going to be movies and sitting in the front row: you see everything but you miss everything, both at the same time.

Hope these tips help.