I hate the mentality that the logo is the most important thing on the page. And I’m not just saying that as a whiny designer who doesn’t want you to ruin his art with your evil corporate devil mark.
Your brand is more than a logo. Everything about a piece of communication should be defined by the parameters of your brand personality, and if you’re doing it right then the logo doesn’t need to be 25% of the page. Look at the most famous and remembered campaigns in history and tell me whether or not there are huge logos stamped all over the place. Look at the collateral that market leaders like Nike create. Go look at the Nike website and tell me how big the logo is. If all you can do is make a logo bigger, then you’re not an effective brand communicator and I don’t blame your designer for being frustrated with you.
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