How To Structure Your Logo Presentation

A logo serves as the face of a brand. It’s the first thing that new customers will see so it should leave a lasting impression. A logo is so much more than just a simple image. It’s a foundation for effective brand building. First impressions are usually the most lasting. Logos are designed so that they are professional and memorable to create lasting impressions.

When you’re planning a logo presentation for a client, always remember that businesses care about two things above all else:

Brand Awareness:

As people become familiar with a brand, they are going to start associating it with a logo. Businesses use this as a way to create a memorable experience.

Company Identity:

A logo must properly promote the identity of a business so that customers can associate it with the company’s identity.

Professional firms like the Back Office Pro company has discovered that most clients share one common trait. They are more responsive when they can see their logo in practical applications. Your presentations must take this into account.

With that in mind, let’s look at some of the essential steps that you must take when presenting your logo design for client approval.

1. Make Sure You Have A Clear Briefing On Expectations

Every logo presentation hinges on the briefing that needs to happen at the beginning of the project. Do not skip this briefing because you need a documented plan for the logo design. That way, the client cannot come back and say, “This is not what we wanted.”

A lot of businesses will not deliver a briefing, so you need to take the initiative here. It is recommended that you get them to fill out a short questionnaire so that you have proof of their expectations in the beginning.

2. Discuss The Features Of The Logo

Never approach a client and ask, “what do you think about this design?” That is a passive, timid approach. You want to be confident and explain why you came up with the design and how it fits their business. Companies are the ones who should ask questions. You need to discuss your design actively. Clients want to understand why the logo will be useful for their brand. So describing the features is the best place to start a presentation.

3. Reference The Goals

Once you have defined the design features, the next part of the logo presentation is going to require you to ask the client one specific question.

“Does this logo design meet your expected goals that were discussed in the beginning?”

That provides them with a chance to answer a clear question. Then you need to listen to their response and take notes. In most cases, you can expect to receive some feedback here – both good and bad. As long as it’s constructive, then that’s okay. You might need to make a few minor adjustments.

4. Provide A Logo Presentation In Practical Scenarios

Clients are always going to have doubts when they first see their logo. They wonder if it will work for their business. The truth is that companies always have some fantasized idea of how their logo will look and this fantasy is seldom a realistic concept. So, a logo designer’s job is to show them their new logo in use. Come up with a few examples of the logo on specific products and promotional materials that are associated with the business. Show them the design in real-time use so that you can ease their fears.

5. Use The Correct Mockups

Mockups provide clients with a look at their logo as a final design. Sometimes just showing them a layout is not going to be enough. You will need to show them how useful their logo will be as a finished product. The problem is that it’s easy to get this wrong. Make sure that you use presentation mockups.

Presentation mockups show the logo used in real situations. For example, if you want to use a mockup of their logo on a business card, then make sure the card is being held. Don’t have the card sitting on a table because no one is reading a business card as it sits on a table. They are holding it. Whatever mockup you use should reflect a real situation.

6. Consider A Slide Presentation

Create a few slides of the logo to show to the client. Try using a few different color combinations and write a brief description with each slide as to how it will work for their business. The goal is to provide clients with a way to visualize their logo being used.

7. Logo Presentations Should Be Done With Confidence

You’re a designer, so you will most certainly understand the ins and outs of design more than most businesses. Clients will always have a romanticized view of logos, but they don’t understand how they work. It’s your job to describe precisely why design is done in a specific way and why certain colors are used. With that said, be confident when presenting your design. If you used a color, then explain why you used it. Most clients don’t even know the link between colors and emotion, so you will have to tell them.

The problem that a lot of beginners make is that they do not sound confident when doing a presentation. Even though the client does have the final say, if their idea is not too good, then you need to tell them why it’s a bad idea. This brings us to the next part.

8. Be Patient

Some clients are going to be much more complicated than others, so it’s important to exercise patience with them. Stay calm and listen to their feedback. Try to see their point of view and then explain yours. When they ask questions, tell how your design matches their business goals – those same goals that you should have documented. Never let your personal opinions (or theirs) affect the outcome.

About the Author:

Juliana has been an avid blogger for 5 years, with particular interests in E-commerce Data management, Web Designing etc. Today she is an expert on the subject and over the years she has consistently contributed articles to top Web Development, web designing, Logo Design, e-commerce and Data management publications. Presently, she is associated with Back Office Pro - a e-commerce data management service providers. For more visit: www.backofficepro.com