making your logo bigger isn't the solution

After you've presented your work to clients, taking their feedback on board is all part and parcel of agency life.

Sometimes you agree with their thoughts and are happy to tweak your ideas accordingly but sometimes you disagree with them so fight to keep the status quo. 

Agencies are paid for their expertise and experience, but it's the clients who are doing the paying, and whether you like it or not, when push comes to shove, they get the final say. 

(Our clients do, anyway).

One frustrating comment I'm sure many agencies would agree comes up time and time again is about logo size in advertising, and bizarrely it's rarely from the marketing department.

"Any chance we a make our logo a bit bigger on the ad?" says the man in engineering.

"Could you make our logo more prominent to fill that space in the corner?" says the lady in finance.

Wanting to fill space or supersize logos is a natural thing to do. After all, if you're paying for some ad space you want to cram it full of information and make sure everyone knows who it's from, right?

Unfortunately, creating effective communication doesn't work like that. Too many ads worry about the size of the logo at the expense of other, far more important, fundamentals.

Firstly, it must look good - great art direction. Without this, nobody takes any notice in the first place.

Secondly, your words must have some benefit to the reader. What problem does your product/service solve for them? This is where the copywriters earn their money.

And finally, if you're lucky, the reader will want to know who's talking to them. That's where your logo and website come into play.

Our advice? Never forget the size of your logo is irrelevant if your ad looks pants and offers no benefits to the reader.