Why ‘Make the Logo Bigger’ is the Most Cliché Client Request Ever
The Battle of the Big Logo (Grits teeth)
Am I the only one, but the one phrase that sends shivers down my spine as a designer is the dreaded “Can we make the logo bigger?” Ask any designer, and they’ll tell you that nothing disrupts the harmony of a layout quite like an overgrown logo. That sounds like… well, client insecurity to me. There’s a reason this request has become the punchline of countless agency jokes. It’s a rite of passage in the design world, a universal client request that proves your worthiness as designer.
Why do clients always insist on a logo that can be seen from space?
Let’s break down the psychology, the comedy, and the undeniable absurdity behind the world’s most overused design request.
1. The Branding Ego Trip
I’ve thought long and hard about why this is and this is what I’ve come up with… For clients, the logo isn’t just an image — it’s their identity, their hard work, their pride. They see that little emblem and feel good about all the blood, sweat, and late nights they’ve poured into the business. To them, the logo deserves the spotlight, centre stage and all, and a marquee with flashing lights.
Unfortunately, this is where creative visions clash. While clients see the logo as the star of the show, designers see it as just one part of a balanced desing. But when clients demand, “Make it bigger,” it’s their way of asserting, “I want people to remember who’s talking.” It’s ego in Helvetica Bold.
2. Fear of Being Overlooked (Or Just Blending In)
Clients worry that if the logo isn’t huge, no one will know who’s speaking. In their eyes, the logo is like the brand’s name tag at a crowded networking event. If it’s too small, they might as well be shouting into the void. To them, a small logo feels like whispering in a crowded room—they want to make sure everyone hears them. From their perspective, it’s a simple logic: “The bigger the logo, the better the brand recognition.” But if every brand made their logo bigger, every ad would look like a busy highway billboard with each sign trying to scream over the other. Ironically, making the logo too big makes it blend in with every other shouty ad out there.
3. It’s All They Understand on the Page
Clients often have a hard time visualising the final product, which is why they focus on what they *do* understand—the logo. Design principles like balance, white space, and visual hierarchy are mysterious to many, but the logo? That’s familiar territory. It’s a comforting anchor in a sea of design choices.
So when clients zoom in on the logo and ignore the rest, it’s not because they don’t care about the other elements; it’s because they don’t fully grasp them. To them, “Make the logo bigger” is code for “I need something I recognise to ground this whole thing.” And while it might make the designer’s eye twitch, it’s also an opportunity to educate and show them how the whole layout works together.
4. The Illusion of “More Important”
In the client’s mind, size often equates to importance. If the logo is big, it must mean it’s important, and therefore people will pay more attention to it, right? This is a classic example of the “bigger is better” mindset. They figure if they have the biggest logo, they’ll have the most memorable ad, without realizing that overdoing it can actually repel rather than attract.
But here’s the catch: if everything is big, nothing stands out. By demanding a huge logo, clients unintentionally dilute the impact of their other messages. This is the kind of design logic that leaves designers screaming into their pillows at night. Sometimes, less really is more, but try explaining that to someone convinced their brand’s survival depends on out-sizing the competition.
5. They’ve Been Burned Before by ‘Minimal’ Designs
Some clients have history. They’ve gone through the “trendy minimalist rebrand” phase, only to feel it left them looking anonymous or “washed out.” So now they’re in overcompensation mode, demanding a massive logo as a way to avoid the ghost of bad branding choices past. This request is them yelling, “This time, no one’s going to miss us!”
Designers have to tread carefully here, balancing the client’s trust issues with what actually works. It’s like being a therapist who moonlights as a designer—convincing them that subtlety won’t make them vanish. Letting go of their fears is step one in showing them how effective branding can be achieved without billboard-sized logos.
6. The Influence of Bad Advertising (AKA ‘Bigger is Louder’)
We live in a world where loudness is often mistaken for effectiveness. A client who’s grown up on loud, logo-dominant billboards and in-your-face ads has probably internalised this “bigger is better” mentality. To them, a small logo means missed opportunity, not artistic restraint.
They might not understand that design isn’t about shouting but about inviting. In design, a balanced composition can be way more enticing than visual noise. But thanks to years of exposure to shouty ads, they now see every design as a volume knob, and turning it up means maximising the logo’s presence.
7. The Unhealthy Obsession with Brand Visibility Metrics
Thanks to analytics and ad metrics, clients are now more obsessed with brand visibility than ever before. With all the data points telling them how many people “saw” an ad, clients get fixated on the idea that a larger logo will somehow increase these numbers. They imagine people recalling the ad solely because the logo was front and centre (and as large as legally allowed).
But what they often miss is that visibility doesn’t equal impact. A huge logo might get seen, but it doesn’t make the message memorable or meaningful. In fact, it risks becoming visual clutter, losing the nuance and depth that make a brand memorable in the first place.
8. The Fear of Minimalist Design (AKA “It’s Too Simple!”)
To many clients, minimalist design feels “empty” or “unfamiliar,” and they assume it’s not delivering enough punch. Minimalist layouts with understated logos? To them, it’s like serving a three-course meal that consists only of soup. They want the visual feast—the equivalent of the big, brash burger that gets attention. A small logo feels like leaving money on the table.
The problem is, minimalism isn’t “simple”—it’s strategic. It’s about balance, impact, and letting the design breathe. Educating clients on the art of subtlety may take patience (and maybe a little caffeine), but it’s part of the designer’s journey to help clients realise the power of restraint.
9. “Make the Logo Bigger” is the Universal Client Safety Blanket
Let’s be honest: the “big logo” is a security blanket. In a world where brand loyalty is hard to earn and people forget ads in milliseconds, the logo represents something solid, dependable, and instantly recognisable. When clients ask for a bigger logo, what they’re really saying is, “I want to make sure we’re seen and remembered.”
As designers, we have to respect this need while guiding clients toward a more balanced approach. A logo should be a memorable part of a larger narrative, not the sole identity of the story. Helping clients understand this is like giving them a better, sleeker safety blanket—and one that actually works.
10. Because It’s the Easiest Thing to Change
Sometimes, “Make the logo bigger” is just code for, “I don’t know what else to change, so let’s start here.” If a client is feeling unsure about the design but can’t quite put their finger on why, the logo becomes the obvious target. After all, anyone can spot a logo and recognize if it’s small, big, or… slightly bigger.
As designers, we have to recognise when “bigger logo syndrome” is actually just a symptom of something else—a lack of clarity, a nervous client, or even a deeper branding issue. Sometimes, the solution isn’t a bigger logo at all; it’s simply a more focused approach to branding.
Re-Educating the Client One Logo at a Time. “Make the logo bigger” has become the most clichéd client request for a reason. It’s rooted in fear, ego, habit, and a general lack of understanding of what makes design work. As creatives, it’s our job to help clients see that effective design doesn’t scream—it speaks. A well-placed, balanced logo can be far more powerful than one that’s just oversized.
So, the next time a client asks you to crank up that logo size, take a deep breath, laugh (maybe cry a little), and use it as an opportunity to guide them toward a design that truly shines. Because at the end of the day, size doesn’t matter… at least not for logos.
