We have heard this question so many times that we decided to frame it and stick it on a wall at our office in Cambodia. The size of the logo seems to be a continuous concern of our clients. It is indeed a legitimate issue: yes, we definitely can make it bigger. However: what is exactly the point of making the logo bigger?
A logo is a symbol adopted by an organization to identify its products or services so that they can be easily recognized, and memorized by people. How exactly does the public associate a logo with an organization? Do bigger logos get higher recognition levels than smaller ones? Does size really matter?
Imagine you have checked-in a hotel room for the first time. There is a high chance that you will do a quick evaluation of the quality of the room. The size of the bed will definitely matter in your survey. Is this the only criteria you would use to build your opinion about the room? You may look at the cleanliness of the bathroom, the comfort of the mattress, the available amenities and TV channels, the ease to order food, etc.
So the size of the bed, and the comfort of the mattress of course, are part of a combination of elements that might make your stay in this hotel room memorable, and will entice you to write a positive comment on social media for example, to come again or recommend this hotel to your friends.
It is the same with a logo. Size matters like the size of the bed in the hotel room, but you could have the biggest logo ever – it would be of no use if people do not like the other elements that make up your brand.
Our clients sometimes get confused between logos and brands. Logos often represent brands but they are only one of their key elements. Logos are what customers see first, what they recognize, and the tendency to make the logo bigger might come from clients’ fear that people could actually miss it.
We like the definition of a brand given by Seth Godin1: “a brand is the promise of an experience”. He says: “The essence of a brand with social juice, of one that matters as a label, isn’t how big the logo is. No, what matters is that the buyer thinks the brand is important, and that the logo is a signifier that they’re paying for”.
The logo is part of the brand identity, it is an essential visual element that forms the brand packaging (pretty much like any product package). A brand is comprised of much more than a logo. To create brand experience, it is important to create a story behind it, to give customers reasons to associate themselves with it. A brand message can convey functional elements (e.g. price, taste, quality, visual appeal, etc.) or emotional attributes (e.g. elegance, power, prestige, romance, etc.) that should at one point resonate in customers’ minds in order to trigger interest and ultimately, purchase. Brands communicate those values to their target audiences using different marketing and media channels such as advertising, activation, PR, etc.
It is a never-ending process and a brand needs to be continuously maintained. The role of Brains Communication as a multidisciplinary communication agency is to do exactly that, especially in a fast growing country like Cambodia. What used to work yesterday may not be working tomorrow and brands constantly need to adapt their communication strategy to the environment they evolve in. And this is not only achieved through the size of the logo. Sometimes small is beautiful.
1Seth Godin is an American author, entrepreneur, marketer, and public speaker. Follow him on his blog: http://sethgodin.typepad.com/