How big should you make the logo?

Like, does it hurt a brand’s likability if the logo is too big?

Turns out no. It doesn’t. 

Clear Channel UK did a nifty study on an outdoor ad for Müller, a €4.6Bn yogurt & dairy maker in Europe.

The ad’s pretty, and uses Müller’s signature product shot with yogurt in one pocket & toppings in the other. But the original only devotes 1.5% of the real estate to the logo.

As they increased the logo size to 3%, 5% and 11% of the ad’s area, likability scores stayed around 3.8 out of 5.

This is good, since 20%-40% of consumers don’t recognize Müller’s signature product shot as Müller.

And ads that don’t link to the brand don’t work so good.

Caveats? Of course. But it’s a nice tidy study.

LESSONS:

🍊 Don’t assume people recognize your brand assets — especially prospects.

🍊 Make the logo bigger. You’ve got nothing to lose and lots to gain.