"the logo is mall, i want it bigger". this sentence has been heard countless times by those of us who dedicate ourselves in one way or another to the visual identity of brands.
illustration: luis echánove
This request exposes the generalized idea that the logo is the brand and that the bigger the logo, the better for the brand, but that is a debate that we will leave for another post in this blog.
when a client perceives that his logo is not sufficiently visible, his logical reaction is usually to ask for it to be bigger. sometimes this is the right solution, but it may entail changes that affect other elements of the design, affecting (or detracting from) the final result. when the logo is not sufficiently visible, making it bigger is not always the best solution. it can be made more visible even by making it smaller, placing it in a more appropriate place, treating the colors intelligently or being able to direct all eyes towards it.
The important thing is that the communication between the client and the brand specialist, the designer, etc. is correct: the client normally knows what he wants, has identified his problems and what he should not do is to explain how to solve them, because that is what the brand specialist, the designer, etc. are for.
"don't tell me how to solve your problem, just tell me what the problem is and I will give you a design solution", should be the correct answer to these situations, because the solution that may be obvious in the first place, does not always have to be the best one, since size, in many occasions, matters.