Blasphemy, right? Just throwing out props to the recent Miller High Life and Old Spice campaigns for their use of humongo logos – that work. Ok, so the reason for the blog name here is that most creatives hate big logos, something clients ask for constantly. Most clients need something to comment on in a layout, or, they see extra space in a layout, figure they’re paying for it, so why not use as much as they can. That somehow, bumping the logo up another 10% will translate into more sales.Uneducated brands believe this. The better ones know otherwise.
OS and MHL went to the extreme by juicing the logos and bleeding them off the page, (another thing that drives brands crazy). Conventional wisdom says never mess with a brand’s logo. Ever. It’s their Holy Grail. In this case though, I give credit to the brands for allowing themselves to open it up and not be afraid.
With brands that already have established name recognition, you just don’t need to see the entire logo. Initially when launching a new brand, yes. For established brands though, the recognition you have comes from many other things you’ve been exposed to over time by that brand, not just its logo.
Tags: Miller High Life, Old Spice
3 comments:
The lesson here: Most clients are morons and should stick to making deodorants and tires.
How much of the size of the logo depends on the real estate of the communication though? Is there really a standard by which we can measure when a logo it "too big" or "too prominent", or is it truly subjective?
Too big is too big. ;-p
It's judgement more than anything else. Any work that’s guideline driven will always have the relative scale of the logo dictated for you. Say for example, typically, half the height of a given logo is used as the minimum amount of space you need to keep other elements away from on the page, (depending on the collateral being designed of course). There's not much you can do in that instance.
For things like print, TV, interactive, etc., all I can go by is just a sense that the damn thing is too big relative to the layout.
And in all the requests I’ve ever gotten to make the logo bigger, not one client or AE has ever been able to justify it with a rational answer. AEs will say “because the client asked for it“ while clients will say “because that's what I want.” You put your best argument forward, but at the end of the day, they're payin so they're sayin.
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