Logo madness

It's official. I have a client that wants me to make the logo bigger for every piece I design. One of the pieces was a billboard. The logo was already 5 feet tall.

It's a common request. So common that it's a joke. So laughable, that Agency Fusion invented a fictional product, "Make My Logo Bigger Cream."

I still haven't figured out why a bigger logo is a universal request. Bigger is better? Is it built into our prehistoric minds? Were cavemen painting their hands on the sides of cliffs and thinking, "Looks good, but needs to be bigger"?

I'm also trying to figure out why so many things "need" logos. For the moment, I'm going to blame Target because they brought design into our lives in an affordable way. They made people aware of Michael Graves and why his look is signature. They made their store brands well designed, so that people wanted to buy the Archer Farms bottle of water, over Deer Park. They have been quietly educating the public on branding. Now every time a new idea pops up at my work, a logo design is requested.

Or is it, too, more primeval than Target? People crave order and hierarchy, and that's what branding does. A logo can classify an object in a visual way. Making it easy to package neatly into our brains.