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How to Present Logo Concepts to Clients?

Presenting Logo Design work can pose a significant challenge for many designers, especially when it comes to designing a Logo Presentation as a beginner. The ability to establish the right mood, tone, and strategic approach before showcasing the designs plays a decisive role in securing client approval or facing rejection.

Understanding the key elements that make a Logo Design Presentation impactful for Clients, such as compelling arguments, well-thought-out strategies, and an appropriate tone, is crucial. By incorporating these elements effectively, a Logo Design Presentation can be transformed into a captivating and persuasive experience, increasing the likelihood of success.

You can always add your ideas and strategies into the mix, and read along to find out the method that I use to present my work. In the following steps, I am assuming that you have already finished and polished your Logo Design Work. If you are in the process of designing a Logo or Visual Identity for your Client Business, I recommend you check out What makes a good logo? to power up your understanding of the Logo Design Process.

Let’s Start.

Logo Presentation: Start with Why.

Start at the beginning. Why do they need a new logo? For example, our goal here is to build a new Visual Identity that (put a pain point here or objectives. Like repositioning yourself to increase sales or revenue/have your brand better match with your audience, etc). This will put your client into the buying mentality when they first approach you.

Recall the Logo Design Brief, Discovery Sessions, Calls, and Emails.

Recap the steps that you have taken together, steps like Design Briefs, Discovery Sessions, Phone Calls, and Emails. For example, you can start by saying, before we dig into the work let us take a step back and review the process till today. You can use important/similar words that they choose to explain their brand or business. Look for patterns like mind maps, mood boards, visuals, color palettes, and an extended version of the words they chose.

How to present your Logo Design Concepts?

From this point onward you present your finished work to the client. The ideal number of Logo concepts in a deck is 3. Be mindful while presenting. Don’t the through slides. Explain the thought behind the concepts.

Logo Presentation; 5 easy steps to WIN every time
Simple isolated Logo on white in the center of the page.
Logo Presentation; 5 easy steps to WIN every time
Split screen, one color Logo (black & white).
Logo Presentation; 5 easy steps to WIN every time
Standard Stationery Mockups (Business Card, Letterhead, Envelope, etc).
Logo Presentation; 5 easy steps to WIN every time
Small Format Mockups (Logo on a Small Scale, e.g, Website Favicon, App Icon & Stamps, etc).
Logo Presentation; 5 easy steps to WIN every time
Large Format Mockups (Logo on Large Scale, e.g, Signage, Wall design, or Billboard).
Logo Presentation; 5 easy steps to WIN every time
Wrapping up with the isolated logo on the White Background.

Ask Targeted Questions but Avoid Personal Preferences.

Compose all the Logo Concepts on one slide. Try to drive them away from personal preference statements. Put them into their customers’ shoes, and ask targeted questions. For example,

  • Did we miss the mark completely?
  • How do (random customer name) will think about this?
  • Ask them, did we take a step in the right direction to solve (pain point or objective)?
  • Ask them, Is there one direction or option we can cross off the table right now?

Avoid open-ended questions. Do not ask questions like, Do you like this? or What do you think?

Clients are Humans, allow them time to process but set up follow-ups.

As with any other human being, Clients are not robots, so do not expect feedback right away. Give them time to digest and process the load of ideas and concepts that you just dumped onto them.

Always remember you are a creative professional in the room, it’s your job to find the solutions to their problems. Don’t expect the Clients to give Creative Directions.

Always set a timeline or expectation. Establish a due date for feedback or the next meeting or email.

With all this said, keep in mind Client is also human, I will say it again, it is unfair to them & could be hurting your career to ask them for answers right away. It is a safe practice to take your time to present your work to the fullest, let them process, and come up with suitable and healthy feedback.

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