A logo does not make a brand. So, why do marketers always want to make the logo bigger?
As Tom Fishburne wrote, “A bigger logo won’t fix a small brand. It won’t make a brand more remarkable. There is no direct correlation between the size of a logo and the effectiveness of an ad. But, in the qualitative world of creative review, it’s a tangible, quantitative response. So, marketers give this feedback a lot, even if it’s superficial and even if it detracts from the strength of the creative execution.”