It’s Just a Matter of Scale

Designers are constantly asked to "make the logo bigger." Conversely, they are never asked to "tone the logo down a bit." It’s particularly important that sign designers remember the lesson we all learned from Goldilocks and the three bears. Signage that dominates its environment (is "too big"), such as the disproportionately huge "Humana" channel letters shown here, either repels or intimidates viewers. If a logo is too small, such as the skyscraper-mounted "PNC" logo, pictured above, it doesn¹t get noticed. But the sign that’s "just right" gets the most attention.
An experienced sign designer should "right size" every project. But, what determines the right size? Is there a formula or process that can be used to achieve the delicate balance between too big and too small? In Mastering Layout, Mike Stevens’ comprehensive book, many formal equations are offered, but one bit of advice seems to stand out. “Natural layout is dependent upon the harmonious relationship between a format and its copy blocks.”
Mike contends that a sign designer can choose a harmonious relationship with the format (in this case, buildings), or create something so visually strong that it totally overpowers the format. “Anything between these two choices creates visual conflict,” Mike said. With this in mind, sign designers should decide, from the beginning, which route the sign will take and design accordingly.
When asking for a “bigger” logo, the client often merely wants a more prominent message. An experienced sign designer can accomplish this without disturbing the delicate relationship between a sign and its surroundings. In a situation where the client demands an oversized message, the sign designer must explain how that actually detracts from the sign’s core function. An effective sign is more than the sum of its parts, and bigger is not always better.