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14/07/2021

Why your business logo might be losing you prospects

Some business owners believe that when it comes to their logo size and placement, bigger is better. But according to digital marketers and graphic designers, this may actually be counter-intuitive, as less can be more when it comes to logo size and the places you choose to present it. We’re looking into what may be considered too large, and what impact it can have on your customer journey.

What is considered a big logo size?

While there is no definitive ‘wrong’ size of logo, it should always be relative to the other elements of whatever digital or physical communication it is appearing on. For example, if appearing on your website, it should not overpower your company name or page title – or, on a business card, it should be a smaller element that doesn’t take away from the key contact information. As a rule of thumb, a properly sized logo should not be larger than the main headline or message that explains your product or offering.

Learn from the marketing of the best

If you’re unsure of whether your logo might be too large on your website or other marketing materials, it never hurts to take inspiration from other successful, established brands. For example, consider how Amazon, IBM, or Etsy have used design on their websites and you’ll quickly discover how understated their logos are. Instead, they all apply elements of their logo and branding style to scatter across other marketing materials (like Amazon’s distinctive ‘smile’ appearing across its packaging). Follow in the tried-and-tested footsteps of these corporations and use the space available to you to help you showcase your products in the best possible way, without having to rely on a single, central logo to pull all your audience’s focus.

What negative impacts could a large logo have?

A new or well-designed logo is always something to be proud of, but it’s important to consider the unintentionally negative impacts that an overpowering logo placement can come with:

  • Counter-intuitive marketing: It’s a no-brainer that the customer comes first, and this needs to be conveyed to them. Making the logo larger than what you’re offering the customer might signal to them that you are more important than they are
  • Visual ‘shouting’: If you’re passionate about your product or offering, there’s no need to effectively shout your brand to the customer – they have already visited your site or engaged with your marketing
  • Waste valuable space: Logos that are too big take space away and, if you’re squeezing in your contact information on a business card, this will be more of a challenge with a large logo. The same goes for your website or letterhead.

Effective logo placement

On websites, letterheads and business cards, the best location for your logo is typically the upper left corner. As we read left to right, ensure you’re positioning your logo in this prime place to acknowledge your brand without stealing the attention away from the key information the rest of your material should provide.

To learn the importance of understating logo size, it is a good idea to pay attention to the use of logos by companies that you aspire to and make note of different sizes, types and placement. Remember that when it comes to logo size, less is more – and pay attention to the places you choose to present it!

To find out more about how Sharp Minds Communications can help with your marketing, email communications@sharpminds.agency

Based in Tunbridge Wells, Kent, Sharp Minds offers brand development, digital marketing, offline marketing and public relations to businesses across Kent, Sussex, Surrey and Greater London. You can see what our customers say about us here.

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