Make the Logo Bigger

  • July 8, 2016
  • Emily Grossman

A common request that can make even the most docile designer cry behind their Warby Parkers is to “make the logo bigger”.

In the creative world, it has become a laughable catch phrase (heck, a client once sent us this video as a tongue and cheek addition to a round of edits). But this request doesn’t have to become an annoyance, or even a matter of good vs. evil. If you dig deeper, you’ll often find that this request is rooted in a bigger or unrelated concern. Here are a few things you should consider to help unearth the real problem:

1. Clarity in scale: This question most frequently comes up when there is uncertainty of the final scale of the overall layout. There are many ways you can get ahead of this problem; simply send the full-scale printed design or digitally place an easily recognizable item, such as a to-scale penny near the logo in a mockup. This will not only give the client better understanding of scale, but also give you one more chance to see if you’re happy with it as well.

2. Present your work: Get on the same page as your client by talking them through the hierarchy of the element. More often than not, your brand is the sum of many parts, not just a logo. Share the role of white space and how it works to draw the eye where you want it to go vs. space that needs to be filled. Talking through these items will often resolve initial questions.

3. Define its purpose: A logo serves different roles within collateral and at different touch points with its audience. Sometimes a logo must play a supporting role to leave emphasis on other brand messages. Other times you want the logo front and center for easy brand recognition.

This advice, while geared towards the designer, is applicable to all those involved in the design and review process. Keeping the context of your brand and the goal of the specific collateral in mind will create a more thoughtful end product. At the end of the day, trust between designer and client and the shared knowledge of the brand will yield the best decisions. It’s not always about “making the logo bigger.”