What is a good reason to tell clients who want their logo to be always included in every screen that it shouldn't be done for a mobile app?

Question

Just as the title says, I'm not a fan of always displaying the logo at the title bar of a specific app. I sometimes come across a client whose concept screens are like that. What would be a good reason to tell them why it shouldn't be done? They usually want their branding to be emphasized all through out the app and I'm not confident as to what I can tell them to avoid it.

Reasons that I can think of are:

1. It would consume screen space.
2. Branding can be expressed in other ways like button color, etc.
3. It would annoy the user ( as the trend is logo can only be seen at the start )
4. It is a website thing.

Though with these reasons, I'm kinda anxious that the client would tell me:

1. Color and layout is not enough
2. I want my logo to be remembered
3. The logo would be an indication that they are using the app.

Any insights would be nice regarding this problem, as I am not sure myself what would be the best solution for it. Thanks in advance!

edit:

I also noticed that it is a trend of consumer apps to only put the logo in the title bar when they are at the start of the app, anyone know what the reasoning behind this is?

Answer 1

If the client says the logo must appear on all the company screens, even those of the mobile application is absolutely correct and of course, they are in their right to say that.

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But, this is where the professionalism of a graphic designer comes from: for this situation, there are design variables in a corporate image. Nowadays a logo is not simply the image of the company as such to be implemented as a single element in a corner of the screen or printed paper, but also all its possible applications. In fact, many brands incorporate what could be called the "responsive" version of the logo. The company image today should have also its adaptability to different media such as the icon of a social network, the button of a possible future application, or simply a different layout to the one established as the basis. An extreme example is a favicon.

Here are some examples:

Image from diony.co.uk

Conclusion: If the client insists the logo must appear on all their application screens, propose or request the company image have all the necessary visual versions to make this feasible while maintaining maximum visual quality. If the client doesn't know about the image versions of the company (most likely), simply explain what this is.

Answer 2

I'm afraid that there will be always be stakeholders who overrule you. If they say it's a must, there's not much you can do about it.

That being said, your number one reason (it would consume screen space) is a fair one. Especially on mobile devices, the limited screen space needs to be considered. Try to back your arguments with examples of other apps or websites.

The Nielsen Norman Group also mentions the limitations of smaller screen sizes:

[...] screen size is a serious limitation for mobile devices. The content displayed above the fold on a 30 inch monitor requires 5 screenfuls on a small 4-inch screen. [...]

Maybe numbers are more convincing to your stakeholders? Try calculating how many percent of a frequently used phone screen size is lost to the logo and how many additional screens are necessary to display the same amount of your content based on that assumption.