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
