After tweaking my process a bit by bit for each client I have worked with, I have finally settled in on a process that works really well for my clients and I.
I still remember how I presented logos to my first clients.
A simple 1 page pdf with black and white logo and a brief description of the concept.
The problem with this approach was there was a lot of uncertainty in my clients’ minds.
Every designer has a certain vision in their minds for each design they create. Usually, when a designer creates a logo they will have a certain idea of what the design would look like in the wild.
But, clients are not mind readers.
It’s hard for them to see what vision the designer has in mind with a particular concept. They wonder if the design would look good in color, if they would even like the concept in colors, how would the concept look on their website or social.
These are valid concerns.
And I wanted to erase this uncertainty and doubts from their minds.
So I researched a lot, asked feedback from my clients and finally revamped my process and it has been working wonders!
Presenting the logos
The first thing I did was stopped showing a pdf to my clients.
I took on a more active role. I now hop on a zoom call with my clients to present the logo in a Keynote presentation.
I fire up the Keynote and begin with a short description of creative direction that we had initially come up with. It helps my clients remember the strategy we discussed earlier in the process. This avoids any confusions as to why certain decisions were made.
I also include a slide with the Inspiration board which helps them to get into the “mood” that was created.
I explain the concept behind the logo, the inspiration that went in to designing it, how I arrived to the final design.
For more details into the concept and design explanation :
The one concept approach in logo design
I reveal the logo with colors.
It’s a single slide with only the logo so that the design has a room to breathe.
In the next slide, I present the logo using mockups in contextual real world scenarios where they are likely to use the logo. Social media profiles, business cards, envelopes, website, packaging are usually a good start.
I present the mockups because just the logo is not enough. Its hard for the client to imagine if this logo would work for them no matter how good the logo looks by itself. It’s about bridging the gap between the designers vision and the clients imagination.
I also mockup the logos in larger than life scenarios like billboards, side of a building, banners etc. This is really exciting for them to see how well the designs hold up in these scenarios!
I use as many slides as I possibly need in this step.
Next I include the color palette for the brand and explain the decisions behind why those colors were selected.
I also give the colors their own unique names depending on the brands personality so they are easier to remember.
Next, depending on the needs of the brand I showcase the logo being used with the imagery, patterns, textures etc.
These are not necessarily mockups.
It could be a logo overlay on the brands images or being used as a watermark etc
End with single slide with the logo in color so the clients can once again focus back on the logo and see the beauty of the design without distractions.
While I do maintain a template for the presentations I don’t necessarily follow this order of presentation.
I simply do what I feel is natural for the brand. I play around with the layout until I feel there is a certain flow to the narrative being build up.
While these extra steps may seem like a lot of work but they have made my process a lot more seamless. These presentations get the conversations moving in the right direction instead of awkward silences.
Majority of my clients are not designers and it is my job to make the process as smooth as possible for them. And this major overhaul in the process has been working wonderfully!