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TV / Video
How big should the logo be on your resort’s videos?

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Sometimes as marketers we search long and hard for big answers to big questions.

A noble cause indeed, this quest persists while we ask ourselves dozens – maybe even hundreds – of small questions every day. So I use this word or that? Should this be green or blue? Should I add this sentence or leave it off?

Today, with you help, I hope to answer one of these simple questions we as marketers often face.

How Big?
The question for today is simply this:

“How big should my resort’s logo be on video intros?”

I say video intros, but I mean intro or outro, anytime it’s just your logo and maybe a solid color of faded/blurred image behind. Something like the first few seconds of this:

Or the last few seconds of this:

The designers among us may have their own intuition, but for the rest of us I was searching for a rule of thumb. Something that says, “if I have a logo like this and make it roughly this size, most people will feel it looks good.”

The Method
Here’s how I broke it down. I started with three logos:

  • One shaped much taller than a typical video frame (a round or square logo would fit this)
  • One shaped much wider than a typical video frame (a single line of text and a mark to the size/middle would fit this)
  • And one whose dimensions were almost identical to a video frame (most stuff in between)

Then, I scaled them accordingly.

  • The tall logo’s height was scaled relative to the height of the video frame
  • The wide logo’s width was scaled relative to the width of the video frame
  • The last logo was scaled relative to the both the width and height of the video frame

I then put these in a small survey, waited a week for the results and here’s what we found.

#1 Deer Valley (Tall Logo Example)
Here’s how the logos looked at each scale:
videologo-HEIGHT

And here’s what the survey said in terms of what people like the best.
video-results-DV

#2 Killington (Wide Logo Example)
Here’s how the logos looked at each scale:
videologo-WIDTH

And here’s what the survey said in terms of what people like the best.
video-results-KTON

#3 Mt Bachelor (Proportionate Logo Example)
Here’s how the logos looked at each scale:
videologo-BOTH

And here’s what the survey said in terms of what people like the best.
video-results-MTB

The Rules of Thumb
Interestingly, I got at least one vote for every size I included, but I was really happy to see a big cluster of responses around two of the sizes. This gives us three rough rules of thumb for sizing logos on video frames.

Tall Logos
For tall logos, scaling the height to anything from 1/3 to 1/2 of the video frame’s width is probably your best bet.

Wide Logos
For wide logos, scaling the width to anything from 1/3 to 1/2 of the video frame’s width is probably your best bet.

Proportionate Logos
For logos with simliar dimensions as the frame, scaling the width/height from 1/6 to 1/3 of the video frame size is probably your best bet.

Again, this is a small question that you probably barely notice yourself asking. But the next time you do, you’ll have a bit more insight into which size to go with.

Maybe there’s something to all that “rule of thirds” stuff after all.



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