Logo presentation can be one of the most important pieces of the logo design process.
The research is over. The sketching is finished. Bad ideas now fill your waste basket and the best ideas have made it to the computer screen.
After all the hard work, it’s time for the client logo presentation. But how can you be sure they will be accepted and appreciated by the client? Below are some tips on logo presentation to the client.
Follow these rules and your logo presentation is bound to be a success almost every time.
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Logo presentation tip #1: Document and discuss “why”
The most successful thing I have been able to do during my logo presentation to a client is to document the reasoning behind my actions.
In other words, during the logo presentation, tell the client why you designed a particular logo in a certain way. If it was to connect more powerfully with the target audience, to simplify the identity, or to increase brand awareness, include that in the presentation.
Focus on real business results during the logo presentation. Remember, they’re business people—not artists most likely. They care less about colors and fonts and more about results and impact.
I usually type a professional summary of my motivation for each composition and bring them with me to the logo presentation. It’s also important to cite requests made by a client in preliminary discussions: a phrase like “This concept was created according to your request for…”. Understanding the purpose and motivation behind each design will help the client appreciate each design individually.
Logo presentation tip #2: The first impression is everything
Make sure the client is thoroughly impressed from the very first logo presentation.
This can be achieved by double- and triple-checking all spelling and other small details.
Also, if you are doing the logo presentation in person, mount them professionally on foam core or some other clean surface. You can also do the logo presentation on an iPad or other screen.
If you are doing the logo presentation via email instead of in-person, etc., put your best work at the beginning, create a professional cover page, and group all the comps together in a logo presentation pdf document that can be easily and quickly read.
Logo presentation tip #3: Present practical application
The best logo presentations show the logo in real-world scenarios.
Put their logo on things.
Show them what it would look like if they placed any particular logo on a business card, web site, stationery, and where appropriate, promotional material like Tshirts, pens, etc.
The more the client sees real-life application with the logos during the logo presentation, the more able they will be to make an informed decision.
Logo presentation tip #4: Make it look professional
As part of the logo presentation: include variations of what the logo might look like in grayscale and in color.
Offer different size variations to demonstrate scalability and present them with multiple, unique, choices–don’t just do ten variations on the same logo.
Logo presentation tip #5: Be positive and confident
Frankly, you’re the designer. You’ve spent your life figuring out what works best for the client.
Although ultimately, they make the final decision on what the logo looks like, if you’ve done your homework and asked all the right questions, you know what works best about these designs.
Sell that to the client during the logo presentation–and do it in with confidence.
Logo presentation tip #6: Be patient and willing to listen
When a client wants to change the designs you have created, remember it’s not your worth as a person they are changing, it’s the design. Don’t get offended or defensive easily if they push back during the logo presentation.
Be patient, hear them out, and after they have told you all their concerns, continue your logo presentation with a civilized conversation about why you agree or disagree with what they have said.
Always be respectful but also defend your reasoning behind your designs.
Logo presentation tip #7: Find middle ground
If you think it should be one way and the client thinks it should be another way, find middle ground. But also remember these wise words:
If you want to be a well-paid designer, please the client.
If you want to be an award-winning designer, please yourself.
If you want to be a great designer, please the audience.
During the logo presentation, remember and frequently remind the client, that the ultimate goal is not to make you or them happy with the design, it’s to make the target audience react well to the new logo.
Wrapping it up
There are many important things to remember during any logo presentation with a client.
What other logo presentation tips would you add to the list?
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