It rolls off the tongue as easily as “super-size me” at the fast food counter. It seems inevitable that all clients will ask this at some point. It is a knee-jerk reaction — a simplistic view of ad design that short circuits the science of successful ad strategy. Before we concede, let’s wax philosophically for a moment.
First things first. Is the ad strategically on the mark? If the ad’s sales message successfully stops a reader and engages him with a promise that intrigues, what do you suppose he’ll look for next? The dynamic involved here is that the reader just found something he wants, and he goes to the logo to find out where to get it. It will be found no matter what the size or color.
Why isn’t bigger better? It’s not only a matter of taste. In every ad there are overt messages that need to be conveyed in a matter of seconds. A headline, tag or visual is the message that captures one’s attention. These elements must be prominent and clear. We shouldn’t introduce yet another dominant or colorful element to compete with the main message. Also, the ad and its layout as a whole must deliver an implicit message. The layout and artistic decisions made for the entire ad sends messages about the quality of the product, its demeanor, and the personality of the client — all things that are well thought out from the beginning. These elements all contribute to a large overall brand image and shouldn’t be altered to enhance the look of a logo.
People buy benefits, not logos. People also buy brand names, but a logo does not make the brand. A brand is only established by advertising that evokes an emotion from a consumer — a tall order for a logo.
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About The Cyphers Agency
The Cyphers Agency, Inc. is a full-service advertising agency offering marketing, public relations and interactive services with a focus on brand development. Headquartered in Crofton, Maryland, the agency has 15 employees and more than 30 regional and national clients.