How To Present Logo Designs and Branding Projects to Clients
\Why do I need to know how to present my logo designs?
Effectively communicating your logo designs to a client can make or break a project. It’s important for the client to understand why you have come to the decisions you have made. Through this understanding the client can see how you have solved the initial problem outlined in the brief.
Today I’m going to be sharing with you the method I use to present my logo designs to a client. This is not a definitive or guaranteed best way it’s just the way that works for me.
Remember the logo is the product and the presentation is its packaging.
So remember when you present your logo and branding projects you need to show them in the best light.
And the ultimate goal is to sell the client on a single concept.
When I present logos to clients I like to define the the foundation of the design and take them through the journey and my thought process to allow them to understand its relevance to the problem.
If they don’t understand how you got from a to b they’re not going to understand the design and how it works for their business.
The idea is to manage and control revisions through effectively presenting the designs.
There are many different ways you can present your logos to clients so I’m just going to walk you through my process and how I like to present my logos this is not a definitive its just what works for me.
For my presentations I like to use Key Note as I feel the functionality works well with my work flow. But you can build these presentation deck in illustrator, power point or what ever.
I have a template set up to speed up my work flow so I can just drag and drop things in personalise it for each client.
To start my presentations I like to recap some of the decisions we have made in discovery with the client to remind them what we have discussed previously before moving onto the meat of the presentation. Covering the goal of the project any moodboards or stylescapes and any phrases or words that may have been discussed to steer the direction of the logo design.
After this I like to talk about the decisions that have been made and establish a foundation fro the logo. So if there are any key traits or elements to the design that are notable.
Now everyone is on the same page it time to get down to business with the logos. I typically present the three most suited designs out of my explorations.
With my logos I like to follow a process and obviously it all depends on the specific logo as to what’s included next but I typically Start by showing the logo on a white sheet, this is to show the logo with minimal distractions to draw the eye to the design.
After i have shown the logo isolated on a white sheet i move on to shoe the colour and mono versions of the logo designs ultimately building on the design and adding in a little more depth on each slide.
After I have shown the main logo lock up and its colour variations I like to move on to show the responsiveness of the logo and the mark where applicable. Its important for a good logo design to be scalable and work at small and large sizes (if you want to know more on what makes a successful logo click here)
I start by showing the scalability of the mark to give the client a better understanding of how it would resize and ultimately maintain its recognisability.
Following on from the scalability of the logo design i move on to show the responsiveness of the design and how it would work in different lock ups.
This is important because in todays day an age we are consuming media in an ever growing rate on different devices and screen sizes and applications so it’s important that the logo design can work where ever it is to be used. These lock ups allow the logo to respond to different space allocations whist remaining try to the original logo and recognisable. It’s important to demonstrate that you have thought about how the design will work in all applications.
After looking at the basics to the logo and its construction I move onto mockups. Mockups are highly important in logo design presentations as they allow the client to visualise the design in a real world context. I typically present 3 mockups of the logo. It’s important to ensure that the mockups used are compatible with the design you are presenting. They need to br relevant to the client.
Depending on the requirement for the mock ups i like to make my own where possible. or you can Purchase premium resources from sites such as Design Cuts
After I have repeated all of the above for each design I’m presenting I close out the presentation reviewing the designs presented then finishing on a side by side comparison of all the designs presented.
Final Thoughts and Uses
The presentation is one of the most important parts of the process and how the designs are delivered ultimately effect how they are perceived. By following a strict process it allows . you to show everything in the best light.
I typically like to do my presentations in person or on video chat so where possible I like to utilise samples wether they be paper samples or physical mockups of the designs being presented. These samples allow the client to touch and interact with their brand on a physical level further increasing the connection with whats being presented.
Throughout our thorough branding process we use highly effective visuals including mounted visionboards/ stylescapes, paper and finishing samples, product mockups and more; allowing you to hold and interact with the brand as it comes together.
We believe in making the branding process an immersive experience so printed brand guidelines can be included in all full branding packages alongside digital PDF.
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