“Can you make the logo bigger?” is the most requested design edit that we receive and we understand that you take pride in your logo — and you should. After all, you have likely invested a lot into the creation and credibility it holds. No wonder you fear the thought of it being overlooked! However, your logo shouldn’t be the first thing people see. Let us explain why.
Your target audience is more interested in learning about your product and/or service and how they could benefit from it. This messaging takes priority over your logo and is what needs to catch and hold their attention. Your logo shouldn’t be more overpowering than the headline or call to action. Instead, its purpose is to identify the company and the reputation it holds.
The recognition of your brand does not rest solely on your logo. There are other design elements that can be leveraged to ensure that your brand is recognizable. Take Apple for example; they are instantly recognized by their imagery, use of white space, typography and messaging. The logo is noticed last as a confirmation that you’re in the right place. This is the ultimate goal of good branding.
Take note of the clean and simplistic designs from some of the most successful and professional brands out there today such as Nike or IBM. Their logos are modest in size. People are naturally drawn to what’s attractive and easy to understand. Oversized logos, on the other hand, are aggressive and tacky; think of it as visually shouting at your consumers. While your logo is a valuable asset to your brand and overall marketing strategy, it is only a small component. Focus more on the overall visual communication of your design and the impact your product or service will have on your customer. Done correctly, this is what will make people returning customers, not your logo. We promise.
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