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A Bigger Logo is a Big No-No.

     -     May 1st, 2014   -     Accounting Marketing, Inspiration   -     0 Comments

Over the years when I’ve designed creative for clients, I’ve all too often gotten the following requested change… “Can you make the logo bigger?” It’s a request that sends us creative types reeling like nails on a chalkboard. It’s a request that is actually YouTube worthy – hint, search “make the logo bigger”. In all seriousness, here is exactly why you shouldn’t worry about making your logo bigger.

People do not buy products and services based on a logo. Have you ever hired an attorney or a doctor, an electrician, or purchased merchandise from an office supply store because of their logo? There is no way you just answered “Yes”. The fact of the matter is that you hire and work with businesses because of the services, knowledge, price point, and other benefits they provide to you.

The purpose of your logo is not to directly sell your company, rather it acts as an identifier.

A Logo Identifies

A logo cannot communicate to a client or prospect the products, services and benefits your company offers. It cannot tell a client that you have a service that can cut their productions costs or that you check every detail so they get a great result.

The best your logo can do for someone who is be professional in appearance and memorable. This may lead to some contact via phone or email from a potential client, but it’s what and how you deal with that contact that you will win this person over and gain a new client.

So rather than worry about how big your logo is on your marketing materials, your time is far better spent thinking of how to communicate your benefits to potential customers. It’s the designer’s job to create a piece of collateral or a campaign that informs consumers with text and images and emphasizes how you can help them. Additionally, a designer does not need to make the logo large to draw attention to it. Attention can be drawn to the logo through its position on the page, the space around it (white space), the background color, etc.

As creative professionals, we understand you’re attached to your logo because it symbolizes your business, but if your logo is huge in an ad or brochure layout or on you website, customers might miss the more important message which is the text describing the benefits your company has to offer. Wouldn’t’t you prefer someone immediately see how you can help them and desire the benefits that you offer, rather than immediately see your logo?

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