Don't Make the Logo Bigger

Have you ever heard yourself say, “make the logo bigger?” You are not alone.

When you think about some of your favorite print or digital ads, why are they your favorite? Why did it attract your attention? Chances are it’s because the ads were clever or visually appealing, and not because there was a giant company logo plastered across a page or screen.

So, if the key to making a good ad isn’t a big logo, what is it, and how do you get there?

More Than a Logo: Messaging

Many companies often want to make their logo bigger on an ad because they think it is increasing their brand recognition or impressions. Or they want to make sure they’re getting their money’s worth by cramming branding into every last pixel.

But your brand is more than just your logo.

Although it is the face of your company and often one of the first impressions customers have of you, your logo shouldn’t be in your ad simply to take up space. Logos play an important role in design, and it is your agency’s job to make sure that role is filled by creating an appealing ad, where all elements of design work together. But in order for to be effective, your ad first needs the right messaging.

From Storytelling to Product Selling

Instead of serving as a shrine to a big logo, your ad should promote the unique qualities of the product or service you are providing to funnel interested parties your way. Having a logo that shows you build CNC machinery is one thing, but that doesn’t say why your audience should choose you over your competitors.

You can most effectively use your logo by first telling a story with your ad. Like every story, design has important components:

Exposition: Know what you want to promote and make it the attention-grabber. Whether that means big, bold headlines with your key message, or a picture of your promoted item.

• Rising Action: You’ve got the audience’s attention, now run with it. Use a headline or some form of brief copy to further build upon why your attention-grabber is unique.

• High Point: Say more about your product or service with enticing body copy to seal the deal.

• Denouement: The best way to secure leads is to make it as easy as possible to find you. Tell your audience exactly where to look by directing them to your website or contact information with terms like “Apply now!” or “Learn about our cost estimator!” along with the relevant resource.

• Resolution: Think of your logo as the happily ever after. When your audience is compelled to act by the attention-grabbing visuals of your ad, further convinced by supplemental information, and knows where to find you, then your logo is there to tell them who to look for going forward.

That's Not the End

Of course, there are plenty of instances where your logo can take up as much space as you want it to. Ads are not the be-all, end-all of marketing opportunities.

If your company attends tradeshows, having a sign or banner featuring an enlarged logo can act as a beacon for those looking for your booth to learn more from in-person representatives. Or, if you are sponsoring an event and marketing collateral is hard for some to read (for instance, you have an outfield fence banner on a baseball field), having your logo and name be the dominant feature, along with what you do, is a good idea.

But other than creating awareness of your company’s brand supported by a host of other longer copy communications, it’s best to focus on the story rather than the character.

Need help sharing your story with the world? We’ve been helping companies across all sects of the B2B market promote their business successfully for over 30 years. Check out our blog on revenue growth for an in-depth look at our strategy.

Last edited: 7/10/2023