When getting a fire going, we start from something small (eg grass) and progressively move to larger items (twigs, sticks) and finally logs. The reason being anything needs heat to burn. So a small amount of heat (a match) is only able to set fire to something slightly larger (grass or a fire lighter). Once that small thing is burning, we can then use it to light something a bit larger still (twigs or kindling), and so on.
In your case you have nothing between small kindling and big logs so there's not enough heat to light the big logs. So either you need to find something in the middle (broken up logs, or some other wood) or simulate it by using a lot of kindling. Tree logs come in different sizes so you can usually find something - a problem with manufactured logs is they're all the same size.
Also, make sure your don't have so much fuel that it's blocking the air flow to the fire. It's sometimes better to introduce fuel piece by piece than add it all at the beginning.