Figuring out sizing for a window graphic logo isn’t an easy task. How much of the space should the logo take up? How can you make it memorable for your brand without overwhelming the rest of the design? You must also factor in the size of the space in question.
With the impact from the pandemic waning and people resuming spending, now is a great time to brand your business and use signs to draw in new customers. In a recent McKinsey survey, approximately 40% of consumers said they were optimistic about the future of the American economy.
No matter where you’re advertising, including your own store window, you should present a consistent brand image. Your logo should be on every piece of marketing material you release. Here are some rules of thumb for sizing your logo for your windows.
1. Consider the Focal Point
The first step in deciding on a size for your window graphic logo is knowing what the focal point of the display might be. Do you plan to use other vinyl stickers to grab attention? What typography and how large will it be?
Do you want to highlight your brand logo above everything else or should it be the second or third thing users see? If you place it in the upper left corner, then you may want to divide your area into thirds and utilize the upper right corner where the lines cross.
2. Stick With Images
It might be tempting to add your tagline and a bunch of words to your display, but it’s best to stick with images. Research proves images have a high positive influence on customer perception of your brand.
You likely already have a store sign to signify the name of your company. The window display is your opportunity to enhance the visuals behind your brand with fewer words.
3. Know Your Goal
Think about the goal of the window design. Do you wish to bring in more foot traffic? If so, your focus might be on a smaller logo and adding big text reading “New Arrivals,” “50% Off” or “Come In for a Free Gift.”
The size of your logo shouldn’t detract from your objective for your window display. If you just want to grab attention and increase awareness, then you might use a larger image of your logo so people can see it from a distance.
4. Consider Reading Distance
How far away will people be when they see your logo? As a rule of thumb, you want larger fonts the farther away the person might be. If you want your window visible from the street, you’d use a larger logo font than if the person is standing directly in front of your store.
If they’ll be more than 30 feet away, use at least an 80-point font. Space is also a concern as you have to fit both your logo and your advertisement on the window graphic. If you’re unsure how large to make it, consult with a professional window graphic designer.
5. Keep It Simple
Business identity produces a strong emotional response in users, so figuring out how to include your logo and image on everything you do is vital. In an effort to tap into all the feelings of your buyer persona, you may wind up with a cluttered look.
Start by cutting anything not aligning with your goals for your brand. If there are extra words, lose them. Limit yourself to one or two images on your display. Make sure the logo is the simplest and most eye-catching version of your emblem.
6. Step Back and Look
You can spend hours measuring and planning the location of your logo. However, until you see how it aligns inside your window and with other elements surrounding it, it’s hard to know the exact size to use.
Get cheap butcher block paper and create a mockup of the display you’d like to do with the exact sizing. Hang it up and step back to survey it. How does it look? Is the logo area big enough? You will need to use your imagination a bit to get a full idea of how the finished product appears, but this will help you visualize the different areas.
7. Choose a High Resolution
When designing for digital ads, you can often get by with 72 dots per inch (DPI). However, for window displays, billboards and other in-person ads, you need a much higher resolution to make up for the scattered ink from the printer. Make sure images are sharp and easy to view by choosing 300 DPI.
You should also consider the format of the images you send to the printer or vinyl decal creator. SVG format allows the designer to scale up and down without losing any quality from the image. This is vital for a logo, which is often a much smaller size than you might need for a window display.
Once you have a size in mind for your logo on a window graphic, gather feedback from others to make sure the layout works and the logo is noticeable. Ask your regular customers if they spotted the new window graphic and what they think. Pull in advice from your employees. Seek your mentor and ask what they think about your display.
The more feedback you get on your window graphics, the better future ones will be. While you might change it out frequently, you want a bit of consistency with your logo placement and sizing. Customers should almost view the emblem of your business on autopilot. However, when they see it elsewhere, they’ll instantly recognize your brand image.
Eleanor is the editor-in-chief at Designerly Magazine. She was the director at a marketing agency prior to becoming a freelance web designer. Eleanor lives in Philly with her husband and dog, Bear.