Make logo bigger: why this is the worst marketing idea

An email arrives from your client. It’s the creative brief for their latest marketing campaign. The low resolution PDF sits attached at the bottom—as red as a promise. Will this brief take your breath away?

You cut through the email and realise your client wants one thing – to make their logo bigger.

Some marketing ideas are best left as exactly that – ideas.

READ: 5 marketing tips for busy entrepreneurs

If you want to have a laugh, head onto Sharp Suits exhibition to look at a few outrageous marketing ideas turned into colourful posters. And while many of these posters are downright funny (“our target audience is male and female aged 0 and up”), consider this if you are thinking of making your logo bigger:

  • How much logo is brand ego: We all like to believe that our customers think our brand is important. They might be, but making your logo bigger does not make them love you more. Furthermore, making your logo bigger sends a range of other messages to your customers.
  • Changes will cost you: Even if you have a fixed price arrangement with your designer or agency, the changes you make late in the process will cost you time or money.
  • Emotional connection creates cut through: We are constantly bombarded with over 5,000 images and messages per day. So, how is making your logo bigger going to cut through the noise you get every day? Focus on building an emotional connection with your customers as a priority and leave the logo alone.
  • Customers trust their friends more than they trust you. For years, Edelman has been measuring levels of consumer trust. These days, consumers trust each other more than they trust your business, your branding or your messages. Re-establishing or building trust with your customers mean understanding and delivering on customer needs first. Making your logo bigger sends the message that you are more interested in yourself and your business than solving a problem for your customers.
  • Social sharing drives purchase. A great piece of creative advertising that goes viral from social sharing (think Gangnam Style) can bring you business. Recent research by Google shows that while 44 percent of people research and buy products online, 51% research online and visit store to purchase. The lines are blurring between offline and online shopping experiences, and a key element to this is the use of social sharing. Using reviews, infographics, videos, quizzes, banner ads, product blog sites and a range of other content items, you can build trust and create engagement with your consumers. Putting the customer needs first and producing content that helps them make a purchase decision in your favour can be accelerated through social media.

While your logo is important from a recognition point of view, it’s the content and context that your strategy delivers that makes a difference. Remember, focus on emotion, create trust, deliver value and promote sharing.

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  • Either that, or your client is NOT a designer. The educated should lead the way and have the strategy.

  • mikef56

    Ah, but the clients pay for your work, and alas, think they ARE designers….the Sharp Suits link is hilarious!

  • Making your logo bigger sends the message that you are more interested in yourself and your business than solving a problem for your customers.

  • After being an online sports punter for years with Victorian TAB I and squillions of others have bailed out of the TAB because it’s new website introduced at the end of The Spring Carnival is a mass or should I say mess of vast green logos that take 50 times longer to load than their old site did. This one is so cumbersome and slothlike it gets 100s of complaints calls and emails per day for months and months relating to lack of speed, commonsense and the fact you need to even change screen resolution to accommodate it’s bizarre bulkiness. As recently as yesterday the ever defensive PR dept emailed me suggesting I change browser from IE or Firefox to Google Chrome in order to give their monster some wings which is a ludicrous suggestion in my book. So to all website designers and advisers or wannabees the name of the game is “speed” followed by simplicity and clarity with the absolute minimum of fuss for the end user who after all is supposedly the target or at least their hip pocket is. But if you want to be up yourself and flood the pages with masses of senseless coloured logos or useless background coloured areas then you can expect a downturn in business as timepoor people will drop off in droves. The “quick or the dead” has never been a more apt saying even though it’s been around a lot longer than the internet!

  • Mike

    Michael,26, 2013 at 2:14 am..I know what MYOB is (glorified accounting software), but it isn’t actually that clear on their own website ! Maybe they should make their logo bigger :)

  • Len

    I agree with everything except the use of banner ads and the video ads that you can not skip or stop. Banner ads are largely ignored due to the saturation effect; contributed by many banner ads that are being used by email farmers and scams. (We’ve all seen the ‘work from home’ and ‘5 secret tips for…’ banners). As for videos that can not b e skipped or stopped, do you think it is a good marketing device to annoy or interrupt people while they are going about their business on the net? The older fashioned Pop-up ads were so infuriating to people that software companies made a lot of money creating blockers until the major browsers included them in their products. This should be a test case for how people respond to being stopped, even for a few seconds, because of an ad.

  • can’t believe so much advertising, I was actually laughing at myself this morning as why do we need 4G on a Mobile Phone? to allow loading of the web page you want due to the increased advertising….lol

    Humans are just a really sorry bunch, sadly I’m one of them as well.

  • Pete

    Have you seen car maker’s emblems (usually on the grille ot bonet) lately. In the last 10-years thay have become increasingly HUGE.

    Talk about Brand ego!

  • Actually, Gavin you are wrong ! Evidence shows that making the logo more noticed has a favorable impact on recalling which brand the ad is for.
    Overall, correct brand recognition (remember the ad, and correctly say which brand it’s for) is only about 50%. That rises for ads that have earlier or more frequent visual or verbal mention of the brand.
    Anyone can flip through a magazine or look at billboards to see “spot the brand name” – an overpowering creative message that few would be able to correctly link to a brand.
    If it were my money the agency is spending I would be sure to say “make my logo bigger”.

  • , It doesn’t matter how large your logo’s are if their is not customer satisfaction, people will ignore the logo. It’s not the logo that brings customers back, it the service they receive, satisfaction with the product that is sold. It all comes down to what the customer expects from a business, if they don’t get what they want, they will go elsewhere & no matter how big your logo is, they won’t return. If something is not broken, don’t fix it…

  • It seems a good idea to make your logo prominent, without being dominant! By that I mean the logo should be noticeable, without being “in your face”.

    I’d say one of the best ploys is also to be different from your competitors, so if you’re in a niche where logos are usually small, by all means make yours bigger. On the other hand, if your competitors’ logos are in-your-face, make yours tiny in comparison.

    My own niche is presentations, and typical corporate templates put a small logo on every slide. To me, that’s a bad idea (for some of the reasons mentioned above), so I actually suggest making your logo bigger and doing this with it instead: