Where to place the logo and call to action on a hoarding

When you approve a hoarding layout, the logo and call to action are often added after every other department has claimed space. That is how a clean creative becomes crowded. Plan both as part of the advertiser's idea from the start.

Give the logo a clear home

Place it where contrast is reliable and it will not be covered by a tree, pole or edge crop. It does not need to be enormous, but it must be recognisable at the speed of the road. A logo that only works when zoomed in is too small.

Use one action

Choose one: visit, call, search, download or look for the nearest store. Multiple commands make the viewer do nothing. The action should make sense for the environment. Asking a driver to scan a code is rarely sensible. A short search term or a nearby landmark may work better.

Make hierarchy visible

The usual order is message, brand, action. Reverse it only when brand recognition itself is the campaign job. Before signing off, view the artwork at a small scale and make sure all three elements are still visible.

Read when a QR code belongs on a hoarding before adding one.