Does size matter?

There’s a lot of consideration that goes into the size of a logo.

As designers, we might argue that small could be better, especially when surrounded by white space. Thus, rather than visually shout ‘belligerently’, they would confidently whisper the identity of their presence.  This was often in opposition to the clients who wanted the biggest size for their money – ‘Look at me dammit!’.

It makes a difference. When a logo catches our eye it prompts a cascade of memories. If the brand experts have done their work well, we are transformed to a place that benefits the brand.  We remember the promises of a better life, a good feeling.

So how effective is bigger?

The giant black bulls by the roadside in Spain are the symbols of Osborne Veterano brandy. They became so loved by drivers that they have been protected, and still stand despite having to have their verbal identification removed because a law was introduced to ban advertising hoardings on the roadways. Of course everyone knows what brand they represent.

There is a large animated neon skipping girl atop a tall building in Melbourne, she represents a vinegar brand of the same name, Skipping Girl. Over 80 years old, it was awarded a National Trust Victorian Heritage Icon Award in 2007.

The world’s largest Coca-Cola logo, said to be made of 70,000 empty coke bottles, is on a hillside in Chile.

Conversely, the Mayor of Sao Paulo banned all outdoor advertisements, including banners, in 2006

But logos have many ways of gaining our attention. As we carry out our takeaway coffees and fast food, leave stores with purchases in a logo identified carrier bag, or actually wear a branded product, the size of the logo is smaller but the effect of the design could be greater since we are building its power with our personal presence.  A small logo perfectly positioned in the right place or on the right person could make or break a brand.

We may not even need to see the logo for it to weave its magic on us. I write in my book, The Logo Decoded, about how we live in a world where unseen dynamics form the basis of our solid world, and time and space are not as linear and measurable as we conventionally believe; logos can carry an intention for a predetermined vision that can transcend both.  There are many ways, limited only by our imagination, to get our logos to their target.

I think size matters less than we might imagine.