7 Tips on presenting logos to a client

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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.

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Follow these rules and your logo presentation is bound to be a success almost every time.

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.

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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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  1. All of these are highly appreciated and remarkable client dealing strategies. But I have a query, what if you get some really annoying client who is not willing to show any interest in that design you made with full dedication and hard work. I was in a trouble last month when this type of situation happened to me and after all the efforts, I was no excuse for my services I provided him. However, nice post and I’ve learnt a lot from this.

  2. Thank you for this great article. It is very important to provide clients with more than one logo concept for them to be satisfied with the service you have offered. This gives them a chance to choose from different styles and options.

    Offering clients free revisions will also win clients over.

  3. I just want to know how designers deliver the logos to the client? By email? By jump drive?

  4. i see that a lot of logo designers who post their work online present their work on business cards or a large wooden panel. Especially for compete branding packages. How do they do this?

  5. Focus should be on the logo and not presenting it on different material or backgrounds. That stuff comes later. The logo should be on a white background and free of clutter and other distractions. what your talking about is a brand identity which comes with big budget clients and possibly after they select one of the designs.

    1. I’m not in agreement with this. A logo is never seen in isolation, so why present in this way? I think a logo needs to be tested in application by the designer, and also presented in this way too. I personally present the logo on its own as you mentioned, together with a few slides showing it in use as it helps to sell the design. There’s lots of really cool tools out there to make this a quick/easy process.

  6. Awesome article. I love being able to explain “why” I create a logo the way I do and the elements I choose to include. It does double duty as showing the client that I was listening to their wants and it serves as a barrier to keep me from including irrelevant information or elements. Again, awesome post!

  7. Your article covers almost all points.But I want to know to make a attractive background and portfolio that can help me getting more clients.I make good logos but problem comes while showing them .please help

  8. Great article, nice tips! The first impression is so important, that there’s no room for bad logos. Unfortunatelly it is sometimes hard to convince clients of the solution that would be the best for them.

  9. Nice article. Anyone that is presenting full web designs should remember to create a “mockup” of their work that your client can view in a browser with a background.

  10. To echo Shea’s comment, Murphy’s law applies here. If you include a logo you are not 100% pleased with, the client will pick that one. Also, if you are working with an AE on the project, be sure to sit down beforehand and explain your reasoning so they can appropriately champion your work to the client. If you don’t work together as a team, it will make everyone look bad, not just the design. Great article Preston!

  11. – “Present practical application”

    Very often their first reaction is not so good when you showed them JUST logo. Then you put in on the business card, stationery, t-shirt, whatever – and they love it.

    Most people perceive things depending on their surroundings :).

    1. @Michal Kozak,
      That is a very good point! It seems that the client is always more impressed when you go the extra mile to help them understand application of the logo. Thanks for adding.

    2. Sure do all that work but make sure your getting paid for all that additional work. That stuff comes after they decide on one of the concepts. Also the proper way is to have them pic a logo and if there are additional revisions, then you move to all that jazz with business cards etc.. You only do that if they pay for it, not to win them over. Your logo should do that by itself.

  12. The “why” factor is always acting as the main principle in my presentation. From my experience: the more time you spend and efforts give to writing presentation the more positive client’s reaction is. So obviously sometimes it’s just not enough for a result and then it comes to how good you can be at explanations of your decisions.

  13. And never present something that you don’t love. If it’s just okay… It it’s your least favorite… If it’s one one that you did just to illustrate how much better of an idea the others are, It is guaranteed that the client will pick that one.

  14. Nice tips! The way we present the logos might be 50% of success. We can drive the client’s mind to what we want 🙂

  15. wicked article. You defiantly hit the nail on the head with a lot of those points. A lot of what I have read says that how you present your concept is just as important as what you present to a client.

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