Let’s Make The Logo Bigger!

Have you ever told your doctor to tighten the blood pressure cuff?

Or, your accountant to move over the decimal point?

I wouldn’t tell my contractor to make the foundation a little narrower, you?

But we have absolutely no problem telling our designer:
"Can you make the logo bigger?"

I'm not making fun of anyone. It's actually pretty fascinating.

Design is one of the only professions where almost everyone feels comfortable directing the work, even without understanding what sits underneath it. Recently, I was working on a luxury product packaging project. A client wanted to isolate one tiny part of the design and make it much larger. On its own? It seemed like a perfectly reasonable (common!) request. The problem is that design doesn't happen in isolation.

That one small change affects proportion, balance and hierarchy.

It changes how your eye moves across the package. How the product sits beside the rest of the collection. How the entire brand feels.

As designers, we're rarely thinking about one logo, one label, or one package. We're thinking about what happens when there are 20 products instead of one, about consistency, manufacturing and future launches.

How today's decision affects everything that comes next.

That's the part clients don’t seem to see. And why would they? It's our job to think about those things so they don't have to. Today, AI has made it easier than ever to generate something that looks like design. But, what AI can't do is understand the hundreds of tiny decisions that turn a collection of nice-looking pieces into a brand that actually works.

Final thought

So yes, sometimes I'll push back when someone wants to make the logo bigger.
Not because I'm precious about my work, but because I'm trying to protect yours.

If you're starting something new or trying to fix what’s not working, you’re in the right place.