After putting hundreds of websites live for our clients throughout New Zealand and the Pacific, we've seen a few comments regularly come up when we put our first design draft together. One of the things we often hear is "make our logo bigger" - an understandable request, but one which is not necessarily best practice when it comes to design in general.
It's not about the logo - it's about the brand
One of the first things to understand before looking at logo sizes and placement is that your logo by itself is not your 'brand'. A good logo might become synonymous with a brand (the golden arches for example for McDonalds), but there is alot more that goes into creating a brand than just the logo.
If you think of one of New Zealand's big brands - "The Warehouse" for example - you'll start to get an understanding of why a logo only makes up a very small part of branding. The Warehouse and their 'big red sheds' bring up certain thoughts straight away - affordable, probably the lowest price you'll find for an item in New Zealand stores, and a money back guarantee. To be honest, I struggle to even visualise the Warehouse logo now as it has changed over time, but I suspect The Warehouse marketing team wouldn't be too upset by that. If a customer can name all those important aspects about the store, but not visualise the logo, then the brand is still a whopping success.
So how big should the logo be?
With the above in mind, whenever we are creating a website or any marketing collateral's, we will always think about the broader brand and messaging that we should be conveying. If a logo takes up half the screen, that's a missed opportunity to explain your products, or values, or convey a message to the customer. There is no strict rule on logo size, but it needs to balance against the rest of the page and messaging. If you take a look at some established companies logos, you'll quickly notice that they are often only 20-30px in height and don't take up much space on the page at all. That seems counter intuitive to alot of small businesses (and as a small business owner, you will probably want to go a little bit bigger than that), but the reality is that the smaller your logo, the more space available to display your product, services and messages.
You'll also need to consider the style of your logo and style of your site/marketing materials. Taking 543's logo on this website for example, we use a square logo in a sidebar menu. That sidebar menu takes up a bit more space than a conventional navigation menu would, but it also gave us the look that we were hoping for (and an easily navigable site). Because we have a square icon, we needed to have it a little bit larger than we would usually recommend - but that is balanced out by the navigation menu - and if you head to the homepage, you'll see that our messaging dominates the first drop.
Every site is different, and often logos are a different sizes and shapes, so there is no firm rule on how big you should have your logo - but as a general rule...think smaller rather than bigger.
In a (small) nutshell...
Don't forget to contact us if you have any questions at all about getting your brand, logo and website up and running.
Earlier last week we were lucky enough to present a seminar on search engine optimisation and how it can have a great effect on your sales. Throughout that workshop we fielded a ton of questions about everything online - social media, online advertising and search engine optimisation - and it really drove home to us one thing. Know your customer.
This doesn't sound like revolutionary stuff, but for us it is the one thing that should drive your marketing decisions. Below are a few of the key questions we were asked - the answer always being "know your customer".
What social media channels should we use?
This is a question we get asked time and time again, and we have heard a vast array of technical responses and reasons why various social media channels are great, but at the end of the day, our answer - "know your customer". Think about what your clientele finds interesting, think about what social media they are using, and think about what they might find engaging from you. If you're an accountant for example, instagram would likely be a terrible platform - with very little visual cues for you to offer. If you're a photographer on the other hand, you customers will be using instagram and will lap up everything that you send their way.
What keywords should I use on my website for search engines?
This is a really common question. If you get the keywords right, you'll do better in search engines and ultimately make more sales. There are great tools to figure out exactly what people are searching in your area - including googles own adword planner - but at the end of the day, all these tools are telling you is what your customer is searching. Take a step back, think about your customer, understand their search habits, and you'll race up the search rankings.
How much information should I have on my website and what should it look like?
Website structure can be so important to sales. A good web designer will not only think about what looks good, but will also think about how they might be able to funnel your traffic towards sales. Ultimately, that means knowing your customer! We recently completed a website that was mainly used by an older audience - so one of the key things was increasing the font size and making it really simple. If your audience is an older demographic, you might want to consider all the flashy bells and whistles that come with some modern website designs, if it's younger, your can push the envelope a bit more.
You may be reading this and thinking 'well that's pretty obvious', but the truth is, when it comes to marketing, simplicity and the obvious thought pattern can end in really effective campaigns. Always remind yourself of these basics and for every social media post, online advert or promotion you run, step back and think 'what does my customer want'. Follow that simple rule, and we are sure you'll increase sales in no time.