Why bigger?

Every brand seeks to create an impact, to be remembered and one way to do that is through the logo, a means of visual identification. A logo is the first thing the user lays eyes upon, and is usually at the top left corner as convention dictates by the F-Shaped reading pattern. Companies are used to branding their products like how cowboys brand their cattles, and that ideology translates into misguided pursuits of making the logo bigger. As if to shout their name across a noisy fish market, hoping that a prospective customer would patronize them. And the whole driving force behind improving brand awareness, is that companies hope it will translate to increased sales.

What’s wrong with making the logo bigger?

The logo and header are fixed elements for users to orientate themselves with the website. For example, we would expect that clicking on the logo at the top of the site, would take us back to the homepage. Altering the size of the logo will affect the visual balance of the elements and could be a distraction when the user has to waste time processing the logo to move on to the content.

A logo is very much like our faces, it is the first thing people see when they meet us. But what keeps them interested are our words, personality and character and that is the purpose of having purposeful content on the website, to keep them craving for more. What is the point of a bigger logo when it serves not function other than to identify that the user is on the correct site? Size matters, especially when you have a limited screen real estate to offer the same amount of content.

The call to action is the most important aspect of any website, as it is the purpose of the website, whether it is to purchase something, fill up a contact form or download something. Take a look at Mozilla’s download page, where their call to action is the “Free Download” button for the browser. If you notice, the logo and download button are nearly of equal size and prominence. But if the logo is enlarged, the download button losses its weight in the site’s hierarchy and brings unneeded attention to the abnormally big logo like a mole that you can’t stop staring at.Download Firefox — Free Web Browser — Mozilla

Download Firefox — Free Web Browser — Mozilla bigger logo

Actually, it depends…

There are times when the most appropriate size is BIG, take for example, Google’s logo on the search page, it’s huge because there is nothing else to show except a lonely search bar. But, when we get to the search results page, that’s when Google’s logo humbles itself and takes a step back and lets the results speak for itself.

“Pixel Dreams” a creative design company decided they were going to do off with that whole taboo of having a big logo and placed it right smack centered top on the page. Even so, they managed to place their important content including their work and events in the middle of the page with the huge logo and even had space left over for the red hot chili’s at the bottom. Thankfully, after they had established who they were, what they offered, they respectfully retired the logo at the top right corner on other pages.

Pixel Dreams Digital Agency Toronto

Brand experience   Design   Digital agency

Lastly, let’s check out “Park Tavern”, a restaurant/bar. The call for action is to make a table reservation, and that’s it! And since there is no other significant content, why not use that whitespace and center the logo there? This is a situation where the logo has the opportunity to take center stage and has helped to project a perceived sense of sophistication.

Park Tavern   Severna Park Restaurant  Bar  Nightlife

In conclusion,

There is no hard-fast rule on what size a logo should be, it all depends on what the needs of the web user are and most importantly it should not just be about brand publicity.

Check out this plugin in google chrome to make your logo bigger: http://newrepublique.com/labs/make-the-logo-bigger/

Make my logo bigger cream: https://www.youtube.com/watch?v=qgcX0y1Nzhs

Make the logo BIGGER! MV: https://www.youtube.com/watch?v=5AxwaszFbDw

References

Nielsen, J. (2006, April 17). Nielsen Norman Group. Retrieved January 29, 2015, from http://www.nngroup.com/articles/f-shaped-pattern-reading-web-content/

Boag, P. (2009, January 22). 10 techniques for an effective ‘call to action’ Retrieved January 29, 2015, from https://boagworld.com/design/10-techniques-for-an-effective-call-to-action/

Caldwell, A. (2014, April 4). Make the Logo Bigger. Retrieved January 29, 2015, from http://brolik.com/blog/make-logo-bigger/




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