“Make the Logo Bigger!” – Why your logo shouldn’t be as big as you think

There are phrases that have become almost legendary in marketing meetings. One of them is: "Could we please make the logo bigger?" Anyone who works in marketing has definitely heard it before – often more than once. The discussion about the right logo size seems banal, but it's a prime example of how different perception and reality can be in design. Many decision-makers (especially managing directors) are convinced: the larger the logo, the more visible the brand, the more attention it attracts.

Logo display on letterhead, envelope and business card for our client Kunden Blickpunkt LKW & BUS

But is that really true? Or does a logo that's too large damage your company's professionalism and trust in the long run?

Why bigger isn't automatically better

The logo is undoubtedly a central element of a brand. It symbolizes identity, values, and recognizability. However, a logo should provide orientation – not overshadow everything. Oversized logos can quickly appear intrusive, especially in the digital space, where users scan content and search specifically for information. If the logo takes up most of the space, it obscures the message that is actually meant to be convincing: your offer, your benefits, your uniqueness.

This logo display is too big and looks unprofessional.

A logo that is too large subconsciously sends the message: “We are insecure and need to artificially emphasize our brand.” A balanced logo size, on the other hand, signals sovereignty and clarity – two qualities that build trust.

Psychological effect of logo size

Design always has a psychological impact. Viewers often associate a very large logo with loudness, egocentrism, and insecurity. It seems as if the brand needs to command more attention because the content itself isn't powerful enough.

A smaller but well-placed logo, on the other hand, conveys self-confidence: "We know who we are. But we don't have to shout." It's precisely this understatement that creates a professional and trustworthy impression. Brands like Apple or BMW often use their logos discreetly in campaigns (on purpose) – and it's precisely this perceived understatement that emphasizes their strength.

Apple show their logo subtly and small – here an example of a website we created for Beauty Palace.

Application contexts: Not all logos are the same

The right size depends heavily on the intended use:

• Exhibition stand and posters

On a trade show booth or a large-format poster, the logo is the most important anchor. It can – or rather, it should – be large. But never without sufficient white space and respecting the protective zone already defined in the corporate design. This way, the logo doesn't appear crowded, but rather deliberately and clearly placed. If it's too large, however, it loses its elegance and appears intrusive.

• Presentations (e.g. PowerPoint)

The following applies here: The logo can appear once in a large format in the title – as a visual signal to immediately clarify which company the presentation is from. A subtle repetition on the slides thereafter, for example, in the header or footer, is sufficient. Small, consistent placements ensure recognition without obscuring the content.

• Websites and digital media

In a website's header, the logo should be prominently displayed, providing users with immediate orientation. It must be immediately recognizable as the brand. However, it shouldn't dominate the entire visual hierarchy. Headlines, calls to action, and content take priority.

The logo as an orientation anchor on the website we created for Holzbau Wegscheider.

Grid and consistency – the underestimated helpers

An often overlooked aspect of logo design is working with grids. Defining grids during the branding process makes placement much easier:

• The logo is consistently in the same place.

• Proportions are maintained – regardless of the medium.

• White space and protection zone are clearly observed.

The result: Your brand appears calmer, clearer, and more professional. Especially in the B2B sector, where trust and credibility are crucial, consistent logo placement creates more credibility than any "bigger, bigger, bigger" approach.

A branded bag for our client S11 System with powerful logo placement within a grid.

Common mistakes in practice

• "Trust substitute" through size: If the message is uncertain, the logo becomes oversized. This quickly creates a lack of confidence.

• Inconsistency: Logos sometimes appear tiny, sometimes enormous – without any discernible system. This breaks the recognizability.

• Missing white space: A logo without a protective zone appears squashed and loses its value.

Conclusion

A logo is the face of your brand – but it's not your entire brand. The right size is always a balance between visibility and restraint. While it can be a bold anchor on a trade show booth, it should be a discreet companion and provide orientation in presentations or on websites. Grids and protective zones help maintain consistency and build trust. In short: The logo doesn't have to be bigger – it just needs to be used correctly.

Are you unsure whether your logo design is having the right impact? Or do you want to ensure it's used consistently, professionally, and strategically across all media? Then let's take a look at your brand architecture together. We'll help you define grids, sizes, and placements that build trust – and showcase your brand to its full potential. Feel free to contact us.