I first drew a version of this cartoon almost 10 years ago, and decided to riff on the concept with an updated version. “Make the logo bigger” is still the most common client feedback for creative work, and the quickest way to drive a creative director crazy.
A web agency called New Republique once channeled their client frustration into a prank. They created an actual Chrome browser extension that makes any logo in a browser window ridiculously large. In a client meeting, as soon as you hear the inevitable feedback “make the logo bigger”, you can use the plug-in to make the logo on any website enormous.
As they put it:
“Click the unhappy client face icon in the toolbar for instant logo biggification … It’s the extension all creatives have been waiting for. A simple tool that lets you browse the web the way clients have always wanted. Hey presto — happy clients all round!”
The “make the logo bigger” feedback sometimes reflects a common misunderstanding about what makes a brand. A logo is only one part of a brand’s visual distinctive assets. The logo is important, but so is the color, the tone, slogans, characters. etc.
But more importantly, a piece of marketing communication captures attention based on the value it brings to the audience it’s trying to reach. Marketing can’t break through the clutter by adding to it.
Here are a few related cartoons I’ve drawn over the years:
“8 Types of Bad Creative Critics” July 2015
“How Brands Talk” September 2010
“Creative Brief” May 2011
Paul (from Idea Sandbox) says
“Make it pop more…” is another classic from the marketing side to the design team.
I think the root of the problem has always been that marketing and design teams use different jargon to talk about what they do.
Many a designer would probably be confused to hear the marketing-speak included in a business plan. Just as much as marketers often lack the words designers use to express how they craft the work they do.
Understanding where the other team is coming from and asking “what do you mean?” or “why do you feel that way?” helps to gain more clarity and understanding…
BC says
Additionally, customer interest/response is not a function of logo size — or logo at all!
Yes, of course, logo matters in terms of brand recognition, etc., but my point is that an insufficient (= failing) marketing strategy is not made better JUST because of a brand/logo refresh.
In my experience, it’s easy for everyone to engage in the creative/artistic aspect of what the logo looks like (it’s visual, it’s in front of us, we can see it and EVERYONE has an opinion 😉 but not so easy to figure out how to drive people to see it and engage with the brand.
I have advised clients who bring up major logo changes (and a step back to company/brand naming) to first address their marketing strategy and plan.
With apologies to “Field of Dreams”, I do not subscribe to “if we change our name/logo, they will find us!”
Winthrop Morgan says
OK, am I the only one who really wants that chrome browser extension “Logo Biggification”?
Dave S says
Tom,
This toon totally resonated with a series of experiences I have had.
Bottom line, the client should trust creative. Do A/B testing if you can to verify and optimize. But clients rarely know what is best.
Thanks for the chuckle!
Dave
JCG says
(in refrence to OOH, print & digital ads, not so much TV)
While of course I agree that it’s a ridiculous comment and too often I’ve heard myself say it, but… maybe it’s also an issue with our creative agencies. We can use an array of iconic assets but when we compete in competitive categories with strong category ques, the role of a logo can often complete the ad and link all the pieces. A strong brand (represented by the logo) can often connote strong emotions of trust, performance, reassurance, reliability, history or whatever the brand stands for. I’m shocked at how agencies choose to leave off or not use the logo strategically because they don’t want to ruin their “story/idea” with a logo. I imagine this is synonymous for winning lions and not driving sales.
RAM says
While I completely agree with this, not all brands have distinctive assets which have been built over time and associated with the brand. Many times, it is only the logo which has remained consistent with every other element changing. In such a scenario, it does need the logo to be a certain size – though it can go to ridiculous proportions, which will also not help.
Nads says
I have to say i’m guilty of this one! But nowadays, with the popularity of video mediums, the conversation has shifted to “put the logo in the first 3 seconds!”
Another one that creatives hate!