Why Bigger is Not Always Better

I think a person’s choice in coffee mug says a lot about a person; especially if they don’t drink coffee but that’s another matter all together. Several years ago a former co-worker gave me a coffee mug from the American Marketing Association (also a former client) with the question, “Can you make the logo bigger?”


"Can you make the logo bigger?"

My office mug– ""Can you make the logo bigger?""

It’s a common question and one that Designers everywhere cringe upon hearing. In fact, I’m pretty sure a puppy dies every time a client makes the request.

Well another puppy just died.

It’s not that we don’t like your logo, it’s just that we probably made it the size it is for a reason. Most of the time that reason is that it shouldn’t overpower the rest of the content of your website, nor be the first thing someone notices on your site. Chances are that they already typed in your URL using your company name or found you via a search. In the later case if the user is interested in what they find on your site they WILL actually look for your logo.

I do, of course, see the other side to this and understand why clients almost always want to see the logo bigger. Your company spent a lot of money on that logo, developing your brand image around that mark, and getting yourselves where you are today. So naturally you want to ensure your brand is seen (as well you should)!

But a brand is more than a logo, more than a color palette, more than all of the things that great design can give you. A brand is also, content, tone-of-voice, how easy it is to use your site (a.k.a. user experience or Ux), and not to mention all of those offline components like customer service, how awesome your actual product or service is…I could go on and on. ALL of those things and many many more make up your collective brand.

So all I ask is that the next time you’re about to ask to make the logo bigger think about whether making it bigger will actually detract from everything else around it. And of course don’t forget about the poor puppies 😉


2 responses to “Why Bigger is Not Always Better

  1. Hi Christine,

    This is completely random, and a long shot, but I thought I would give
    it a shot. I am trying to become noticed at some ad-agencies, and I
    see you work at Manifest. I was hoping for some tips, resume tips, or
    something that will help me get my foot in the door. I thought I would
    try some unconventional ways of doing this. You seem very fun, and
    easy to talk to from your blog, and I was just hoping for some help.

    I am a pretty recent graduate in advertising. I work at a disaster
    relief company doing marketing/sales/and advertising.I love learning new things everyday, willing to do whatever it takes to get where I want to go.
    I love running, working out. I ran track in college, and i am looking
    to move to the windy city…to give you a brief overview, haha.

    Let me know what you think, if not, no problem at all!
    ( I also sent you an e-mail!)

    Have a great! day!

    • Ha, good thing you emailed me. Glad I could help with the resume. I hope everything works out 😉 p.s.- For clarification to all, I now work at Vodori. My own resume apparently needs a refresh 🙂

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