Going into a logo presentation meeting, you’ve already done a ton of work. You compiled research, created sketches, scrapped ideas, iterated concepts, and then only a select few even made it to a computer screen for further exploration. In most cases, YOUR CLIENT DOES NOT KNOW THIS.
Your client may think you simply go to your computer after the kick-off meeting and work up the first three ideas that come to your head. It’s up to you as a creative professional to reveal your design process to your client.
This explanation will give your client insight into the deep dive you took into their company and its business objectives. It will show that you know who their audience is and how to best communicate the client’s brand to those potential customers. And, most importantly, it will positively change the way your client views your designs.
It’s always best to present logo designs in person, but if budget or geography makes that difficult, a screen share meeting works just fine. The most important thing to remember is to NEVER simply email the designs to the client and ask for their feedback. This will result in great designs hitting the cutting room floor and other concepts getting picked apart until they are just a shell of their previous glory.
Here are a few tips on how to best present logo concepts so you have happier clients and quicker approvals.
1) Review business objectives
Immediately before presenting the logo designs, be sure to recap all business objectives discussed in previous meetings. Who was the target demographic? What kind of feel did the client want the logo to give off? What design styles did the client admire?
Revisiting all of these points will show you considered all the information they provided to you, remind them on the notes they gave, and ensure all parties are on the same page before the reveal.
Pro Tip: One of the last slides your client sees before the concepts are presented should be a brief list of keywords describing what the logo designs should represent. This puts the clients in the right mindset to understand and welcome your designs.
2) Reveal and explain
Let’s assume you have three design concepts to present to the client. Show each one individually, taking the time to explain your thought process behind each design.
Don’t assume the client will instantly know what your design means or what visual may be hidden within the design. Go over why you chose the thickness of the strokes and selected the font. By presenting all of this information, the concept will hold more value and make more sense to the client.
In the ConferMED example, notice how the logo becomes more purposeful and powerful once you understand more of the meaning behind the design decisions.
Pro Tip: Show your strongest/favorite design either first or last. In our experience, these are the two positions that get remembered or discussed the most.
3) Show the logo designs in various sizes and in the real world
For the reveal, present each concept in various sizes (color and black/white) and on different background colors to show the versatility of each design.
Also, show the logo being used in the “real world.” The fashion industry has been doing this forever. Designers don’t just show pictures of their clothes laid out flat on a table. They put them on models so everyone can see how the fabric flows and functions.
Mock up the concepts in various scenarios so the client will very clearly see how the designs will look in use. This not only helps to sell the design as a full campaign, but also shows that you are a creative strategic partner rather than just a “design shop.”
Pro Tip: If possible, get a client-specific office picture (their actual building exterior or waiting room) and mockup the logo using these images. This will surprise and excite the client, making the design even easier to “sell.”
4) Get Constructive Feedback
Once you present each concept, open up the floor for comments on any of the designs. Encourage the client to frame their feedback around how the designs do or don’t measure up to the business objects set in step one.
Ideally, one logo will prevail as the top choice allowing you to focus on only one concept for design iterations moving forward, but this is often not the case. Compile everyone’s input into a comprehensive list agreed on by all parties. It’s important to get the group’s sign off on the feedback at this stage as it will help to reduce the rounds of changes you make to future designs.
Pro Tip: Leave your ego at the door. Carefully consider all the feedback you receive. Even though your client most likely is not a designer, they may say something that would improve your current concepts or spark an idea for a new design.
These four simple steps will dramatically improve how clients perceive and respond to initial logo design concepts. In the end, this method helps both the client and the agency as it allows for a smoother creative process and clears the path for the best logo design to emerge.