It’s the number one question we get asked when we submit a Web design, “Mate, can you make the logo bigger?” We get it; clients have invested a lot, and having a designer create it is a big part of your business identity. But here are the reasons why your web designer will be hesitant to break the rules of marketing psychology to comply with your request.
Like a builder with a lot of knowledge and experience in engineering and building integrity, your designer’s instinct is to protect the integrity of your brand and show it in its best light.
Your website should ensure the best user experience. It’s designed to instil confidence and highlight the information the visitor is looking for. It’s not your brand, as much as a comfortable place for someone to experience the best your brand has to offer.
A logo is not your brand. Your brand is the impression that your company makes; it’s the feeling that people get when they experience it. Your logo helps them identify who is giving them this fantastic experience. It should never detract from that experience.
Here are just a few more things to consider.
- Most visitors will view your website on a phone screen; it’s best to make the small amount of screen “real-estate” to focus on the stuff that visitors are looking for.
- Big logos on vehicles and buildings work well for brand recognition but give off an insecure feeling once people have found you and inside your site.
- Visitors like your sites to be about them, the things they need and how you can help. It’s important to make those things the heroes of your site.
- Your site has to work on dozens of browsers on thousand of different screen sizes, and it’s important to get consistency across all of those scenarios.
Look insecure. An oversized logo can create a “look at me “feel rather than a sign of authority quietly sitting at the top of the page, giving clout to everything your visitor is experiencing; an oversized logo can create a “look at me” feel. You want your visitor to feel like the most important person in the room, and the product and service they are looking for to be highlighted. Your logo is the quiet assurance that they are in safe hands.
Distract. Your logo can shout, distracting visitors from vital information like your products and services.
Age your brand. Big logos were a thing in the ’90s, but so were many things we avoid today. As a designer, I sometimes have trouble making a site look current when I also have to include design principles that date it at the same time.
Are avoided by the experts. When you think about the number of money companies like Amazon, Coca Cola and Microsoft spend on researching marketing psychology, it may be worth looking at how they use their logos. On their external collateral, like buildings and vehicles, the logo takes up the whole space. But once you are on their website, it sits as a quiet authority in the corner, reminding you that their products, services and their customers are the most important.
“Make the Logo Bigger”: The Branding Sequel from Hell