How many times have we heard that larger is better? A lot, but the reality is that sometimes smaller is truly better.
In today's overly noisy world it's the smaller more tasteful markings that really getting noticed. Loud and bolder is actually seen as overly desperate and obnoxious. In fact, the smaller more subtly placed markings tend to be considered more confident or if anything else more elegant.
I often wonder why we feel that making our identity take over a space will bring in more business or evoke the reactions we hope for. People need something out of life so they always ask themselves "what's in it for me?". A larger logo will not make anyone's life easier or win them the lottery. It's the message and service behind that mark that matters; what is it for your audience?
I have noticed a shift in the corporate world and I must admit it really excites me. Companies are realizing they need almost 2 voices - one for their audience and one for their corporate partners. At the end of the day businesses need to answer to whoever is in charge of the money or vote, so it makes sense that they bring out the charts and numbers. Perhaps that is a good time to splash around their corporate sensibilities. However, once all the official responsibilities have been fulfilled then 90% of the message has to be geared towards the rest of the world.
I believe if that message is beautiful or thought provoking you won't have to worry about how large the logo is, no one is going to forget you. So I dare you, try and keep that logo in check, and allow the rest of the story to come out BIG. Your customers will thank you for it.