"Make the logo bigger!" Is a commonly used expression, and one thing that truly makes web designers cringe when they hear it.Sure, we can resize the logo, without further debate, but we feel duty bound to at least try to explain why bigger is not always better ...Yes, we do understand the request - it boils down to the desire to make sure that your brand is prominent and noticeable. We also know that you want to get as much traction as possible, especially if you have spent a lot of time and money on creating a professionally-designed logo.However, in terms of a strong web strategy it is necessary to ask questions like:Will making the logo bigger have a greater impact and influence on your target audience, or will it distract from the message?Should the logo be considered as important as the message?The answer is almost always NO, because the moment a potential customer lands on your website they are asking themselves:Am I at the right place? Can this company provide me with the product, service or information I need?Why should I trust this person/organisation/business?What is in it for me?What is the next step?Graphics are therefore only important in terms of providing answers to the above questions, to guide the visitor to the right page, or to improve the content they are reading. Yes, you want to create a powerful and distinctive brand - something worth believing in and something that people feel passionate about or want to be part of, but your logo is just one small manifestation of creating a powerful brand.There are some basic guidelines in terms of the optimal logo sizes for websites (less than 10% of the overall design), but an appropriate benchmark is to look at how the leading brands handle it. One may argue that this is because they are so iconic that they can get away with it, but that is not the case. They've simply figured out that the message holds more weight than their logo.Try to see it from the visitor's point of view - are they really going to be impressed with your website when they see your giant logo on their screens. How hard will it be for them to focus on the information around the logo, when they are trying to figure out how to process that giant image taking over their monitors or mobile device.An over-sized logo can actually be perceived as a lack of brand confidence. Subconsciously people will be wondering if you are overcompensating for an inferior product/service, which is certainly not the message you want to put out.The golden rule: Your logo should never overshadow the content on your website.Furthermore, since your logo most likely appears at the top of your website, it is sitting on some pretty valuable real estate. It is a mistake to use this space to shout your company's name at your visitors.Include a reasonably sized logo and use the rest of the space for more useful things - for example an overview of who you are, and what you do, with a strong call-to-action.
