Why less really is more in design.
It’s one of the most common requests we hear as designers:
“Can you just make the logo bigger?”
It’s understandable—your logo is your brand’s identity. It’s your visual signature, the part of your business that people will recognise first. So, it only makes sense that you want it to stand out. Bigger must be better, right?
Not necessarily.
While it’s true that visibility matters, making your logo bigger doesn’t automatically result in better branding. In fact, overemphasising the logo can detract from the overall design, making your branding feel cluttered and out of balance. In this post, we’ll explore why restraint can be just as powerful as visibility, drawing on the wisdom of one of the most influential designers of the 20th century, Dieter Rams, and the brands that have built their empires on subtlety—Apple, Nike, Volkswagen, Google, and BMW.
Dieter Rams: The Power of Subtlety
If there’s one designer who has consistently championed the idea of restraint in design, it’s Dieter Rams. Rams, known for his work at Braun and his role in shaping modern design principles, has always argued for simplicity and functionality over showy, exaggerated features. His approach has influenced countless designers, and his design philosophy is still relevant today.
One of Rams’ most important design principles is this: good design should be unobtrusive. It should not call attention to itself but should instead serve its purpose with clarity and elegance. When Rams worked at Braun, he often clashed with management over the prominence of the company logo. The designers at Braun, including Rams, felt that the logo didn’t need to be the centre of attention on their products. It was there to represent the company but didn’t need to overshadow the product itself.
In fact, Rams once said:
“I didn’t want the Braun logo on the front of the TP 1. It was on the back at a small size – that was sufficient. But it was a constant battle which I eventually lost with the last CEO I worked with at Braun, because he wanted the logo to be larger all the time. If you’re new someplace and have to introduce yourself, you say, ‘I’m so-and-so’ – but you don’t shout it. You should do it quietly. Just imagine, if you have many products and they all shouted out loud, ‘I am Braun!’ That would irritate people.”
Rams’ perspective is profound because it challenges the very idea that bigger is better. In his view, the logo is an important part of the product, but it doesn’t need to be the focal point. It should support the product, not compete with it for attention. This insight into the power of subtlety is key to understanding why making your logo bigger isn’t always the best approach. The logo should complement the overall design, enhancing the brand’s identity without becoming the focal point.
Apple: The Masterclass in Subtle Branding
One of the most successful companies to adopt a design philosophy similar to Rams' is Apple. Apple’s branding has become synonymous with minimalist design and elegance, and its logo plays a key role in this. But, much like Braun, Apple knows that subtlety is the key to creating a powerful brand identity.
If you look at Apple’s product packaging, advertising, or even the products themselves, you’ll notice that their logo is rarely the star of the show. It’s often small, tucked away in the corner, or located on the back of a product. The company doesn’t rely on an oversized logo to convey its identity. Instead, it allows the product, the experience, and the design to speak for itself.
This approach is rooted in Dieter Rams’ principles of design, particularly the idea that good design is unobtrusive and good design is as little design as possible. Apple doesn’t need a loud logo because it has created an experience that is recognisable in its simplicity, functionality, and high quality.
Apple’s design team doesn’t shout “I am Apple!” from the rooftops. Instead, they let their products do the talking. And that’s why the logo can be so small, yet still so powerful.
Other Iconic Brand Identities: Subtlety and Simplicity at Its Best
Apple isn’t the only company that’s mastered the art of subtle branding. There are many other globally recognised brands that understand the value of a restrained logo. Let’s look at Nike, Volkswagen, Google, and BMW—four more examples of how a well-designed logo doesn’t need to be big to make an impact.
Nike: The Power of the Swoosh
Nike’s logo, the Swoosh, is another prime example of the power of minimalism. The Swoosh is simple yet instantly recognisable. Unlike many logos that include full company names or complicated designs, Nike’s logo is just a small swoosh that signifies motion, speed, and athleticism. The simplicity of the design means it doesn’t need to be overly large to communicate the brand’s values.
Phil Knight, Nike’s co-founder, once said, “The logo is a symbol of inspiration and energy. It’s the heartbeat of the brand, but it’s the product that brings that energy to life.”
Volkswagen: Quality Over Flash
Volkswagen’s logo is a perfect example of how simple, effective branding can communicate quality. The VW mark is clean, geometric, and has remained largely unchanged for decades. This simplicity reflects Volkswagen’s values of German engineering, reliability, and understated design. The logo doesn’t dominate the car—it complements it.
Google: Branding Through Behaviour
While Google has a more colourful and prominent logo in digital contexts, it rarely relies on size to communicate its brand. Google’s minimalist homepage, for example, is iconic in part because it’s so restrained. The logo sits at the top, surrounded by white space, allowing it to feel effortlessly central without being oversized. The brand’s presence is reinforced by experience, functionality, and trust—not by shouting louder than competitors.
BMW: Precision and Elegance
BMW’s roundel logo is another excellent example of minimalist design that has endured for decades. It’s small, often discreetly placed on the bonnet or steering wheel, yet it speaks volumes. The logo’s design is rooted in precision, engineering excellence, and heritage. It doesn’t need to be large to feel premium—its confidence comes from consistency and quality.
The Role of White Space in Making Your Logo Stand Out
One of the most overlooked design tools for making a logo feel more prominent—without increasing its size—is white space. By giving the logo breathing room, it naturally draws the eye and stands out more confidently within a layout. White space allows the logo to exist without competing against other visual elements, creating a sense of clarity and hierarchy. It communicates confidence, restraint, and professionalism. When used well, even a small logo can feel bold, simply because it’s not crammed in with other content or buried in clutter. In branding, sometimes space speaks louder than scale.
Your Logo Isn’t Everything
While the logo is an essential element of your brand, it’s only one part of the equation. Your colours, typography, photography, messaging, and overall design—all work together to build a brand identity. If those elements are working in harmony, the logo doesn’t need to be loud. It just needs to be there—confident, but not overwhelming the rest of the design.
At New Century Design, we take a thoughtful approach to creating brands that connect and resonate. We focus on building a cohesive identity, not just a logo. And sometimes, that means keeping the logo small—so the rest of the design can shine.
Let Your Brand Speak Without Shouting
So, next time you’re tempted to say, “Make the logo bigger,” stop and ask yourself:
- Is the design balanced?
- Does the logo support the brand story, or detract from it?
- Is the message coming through clearly, without the logo overshadowing everything else?
Trust the process. Trust the design. And trust that, sometimes, smaller really is stronger.
Need help creating a brand that speaks confidently without shouting?
Let’s talk.
