It’s frequently the first thing mentioned by a client when commenting on a new design and it quickly leads to a designer crying into their hands. On the face of it it’s really not that big a change to make but the reasons behind a client requesting it and the frequency in which a designer receives such a request is what makes it such a big problem.
In the past I’ve had little comeback for clients with such a request because I simply wasn’t able to communicate effectively a reason to not change the logo size. Why exactly would making the logo bigger ruin be a bad thing. Often I could see it unbalancing a page but this reason just didn’t do anything to convince the client. So instead I’d just make the change, too battle scarred to fight, and get into a stinking mood while doing it. After two requests from different clients yesterday I decided to have another look into it and see if there was a good reason out there that even the client could understand.
This is normally where the Make My Logo Bigger Cream would come into it. Sure it’s good for a laugh but without a client that is either able to take a joke or see past the comical execution of the video you’re always going to be back at square one. After some searching around I came across a few things that that helped me not only figure out the answer but realise maybe why the client wants the logo bigger in the first place.
The Why
Of course I always knew the client put a lot of weight in their logo thinking it was important to promote on their website but I’d possibly not thought that they see their logo as their brand and their business. Their logo is neither of these things, but to the smaller business client the logo represents all the hard work they put into their business. So whenever possible they want to show off their success as prominently as possible, even on their own website.
The Reason
Yet here’s the problem and the reason to not make the logo bigger. A website is built to serve a specific business purpose, either it sells products to generate revenue or advertise a business in order to generate leads thus revenue. Anything that doesn’t serve this purpose should either not be on the site or melt into the background. The logo is one such thing.
By overemphasising the logo you essentially turn the website into a digital photo frame with the logo attracting too much of the users attention. At an increased size it takes more of the available space on the website leaving less for any information designed to sell. Although at times we can be talking a few pixels difference it can equate to a lot more as to the user they’ll see multiple items all fighting for their attention rather than a single primary call to action.
Rather than increase the logo in the attempt to push the brand the logo should be balanced in the design and become an element the user quickly glances to in order to confirm they have arrived at the correct website. Simple standardised positioning of the logo in the top left with sufficient whitespace surrounding it will be enough for the user to do this.
The logo will never be a factor in getting a sale, so a larger logo will only distract the user from their goals and reduce the space available for the website owner to highlight the call to actions.
7 Comments
Perhaps you could find some examples of “big name” sites (like Amazon) with small logos and use them to support your point of view.
Or just make the damn things bigger in the first place so you never get asked again.
A split test might be interesting.
James 9th March 2010 @ 9:22 am
Yep, thats exactly what I was going to suggest to get some examples of sites that work really well with a smaller / correct sized logo that balances the rest of the site. Looking at Amazon their logo is pretty small and tucked in the corner leaving lots of room for everything else. The BBC is also a site I go to lots and their logo is smaller than normal too. Just looked at Expedia and again small.
Obviously a big logo works for certain sites that are all brand centric… perhaps though there is an optimum size that a logo should take up, and be no bigger than your main call to action.
Becky | www.beckynaylor.co.uk 9th March 2010 @ 9:02 pm
I’ve seen another post about this, quite a long time ago… I can’t remember enough details for this comment to be worthwhile, but he basically did something along the lines of making the logo X% smaller than he’d usually make it. Then, when asked to increase the size, come up with three suggestions with minimal difference in size, the largest of which is the optimal size he would have chosen in the first place.
Dan | www.dancryer.com/ 10th March 2010 @ 12:02 am
@ dan thats a good idea … start small, deal with the “can my logo be bigger” with a positive response. Make the logo the size that it was going to be in the first place, so both sides feel they have won.
Becky | www.beckynaylor.co.uk 11th March 2010 @ 11:26 pm
I had considered mentioning some of the big brands like Amazon as examples of smaller logos but my issue and one i’d imagine coming up as a counterpoint is that the likes of Amazon and Tesco are such large brands. As a large brand they are less likely to want to push their logo as part of their branding whilst a small business still sees that as a neccessity.
@ dan I remember seeing a post like that too, the problem is that you always try to make the best design possible first time. Having to second guess client changes would make life hard and potentially screw up a design. It can be difficult when clients make changes but I think you always have to put the best design you can out there first time.
Kean 12th March 2010 @ 9:49 am
Some of the points you’ve raised here actually apply in general to a lot of requests that a client may have of your work. Being able to justify your decisions to clients with solid reasoning and with the hindsight of experience is a necessary skill for handling the design approval process.
Thanks Kean!
Russell Bishop | www.digital-results.com/ 25th May 2010 @ 12:35 pm
I think that on some smaller business sites, especially new startups and stuff branding is the thing you need to push most. but your right about how already exsiting large companies don’t need to plaster their logo everywhere. A really good example of making logos is too big is the fake designer goods industry. Ever being hassled on holiday in europe to by a a gucci bag or versace tshirt with a massive logo. You stop and think, wait thats so fake, logos on those kind of goods a small.
Matthew Fedak | www.matthewfedak.co.uk 25th May 2010 @ 1:20 pm