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When designing web sites or printed pieces, clients sometimes ask us to make the logo bigger. Here’s why you shouldn’t worry about making your logo bigger.
People do not buy based on a logo. Have you hired an accountant, an electrician, or bought from an office supply company because of their logo? No. You hire and work with businesses because of the service, knowledge, price, and the other benefits that they provide to you.
If you don’t believe me, read what Paul Rand has to say on the matter. (Who’s Paul Rand? He’s the man that designed the logos for ABC, IBM, and other high profile clients.)
“A logo doesn’t sell (directly), it identifies. A logo derives its meaning from the quality of the thing it symbolizes, not the other way around.”
A logo cannot communicate to a potential customer or client that you have a product that can cut their productions costs or that you check every detail so they get a great result. Over time a logo may represent those qualities and benefits to those you work with because it represents your business.
For someone who is not familiar with your business, the best your logo can do is to be professional in appearance and memorable. So it might lead to some phone inquiries, but it’s what you do with that call and the benefits you offer that will sell.
So rather than worry about how big your logo is on marketing material, 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 that informs with text and images and emphasizes how you can help the client. Additionally, a designer doesn’t 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, and the background color.
We understand you’re attached to your logo because it symbolizes your business, but if your logo is huge on a page, customers might miss the text describing the benefits you have to offer. Wouldn’t you prefer someone immediately see how you can help them, rather than immediately see your logo?