Logo
In a Nutshell
A logo is the fundamental mark representing the brand's visual identity. It provides brand visibility in designs. In theory: an identity element. In practice: the thing always asked to be a bit bigger.
What It Really Means
The logo is one of the most sensitive areas of the agency-client relationship. No matter how good the design is, the logo can be found too small.
"Make the logo a bit bigger" is not just a visual request. It's the brand's way of feeling secure.
For the designer, the logo is part of the composition. For the client, it's often the very reason the work exists.
The logo should be visible. But when you turn everything into a logo, there's no design left.