How I present Logos to Clients

September 26, 2018

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.

Step 1

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.

Step 2

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

Step 3

I reveal the logo with colors.
It’s a single slide with only the logo so that the design has a room to breathe.

Step 4

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.

Step 5

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.

Step 6

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

Step 7

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!

More on Logo design:
A look at my logo design process
Brainstorming good ideas for Logos
Premade Vs Custom Logos


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Coming from a time when I presented 8-10 black and white concepts….narrowing it down to one makes me super nervous, but your process of presenting is spot on, Priya. I just had a great presentation via Zoom with my newest client and it was so helpful to create the Keynote and walk her through the process of gathering information, looking at our objectives, listing words that describe what we want, etc. There’s little room for error when you can go back and show those steps. Thank you!

Thank you so much for sharing your questionnaire! I have(what I think is) a pretty comprehensive one, but I’m always wondering if there’s a different/better way to ask something or even if there’s a way to simplify what I have. I look forward to checking yours out. All the best!

That’s so useful! Thank you for sharing. I’m just starting my own branding business and I hadn’t really even thought about how I would present the final product to them!

Hi Priya,
Thanks so much for the great post about your presentation process.

I’m a fellow graphic designer and have also spent a lot of time tweaking the presentation process. It’s so interesting and inspiring to see how others do it!

My process has been to design four different options, and then further refine whichever resonates best with them according to their feedback. In my experience, I NEVER get it perfect the first time and work closely with them to fine-tune it.

So, I’m wondering if you give your clients various choices to choose from? I wonder if I’m wasting my time making four separate logos, when standard practice is to offer one? I’m interested in your thoughts! Thanks so much 🙂

Hi Priya, Excellent job!
Very useful & valuable points.

Hi there! Where do you get the mockup renderings that you use to showcase the logo?

Lovely approach!
Why go half-hearted on 3 when you can go full blown all out on one?

Besides, more options means more fodder for permutation combinations from a confused client.
You are engaged by the client because of your expertise and hence you need to drive the process lest you get driven into the outback!

Thank u so much, its very heplful and i actually hepled visualise things as a client.. most of the time we creat nice logo but presentation takes it off😒

Thanks, god bless u❤️

Thank you so much for letting us in on your presentation process!

This is WONDERFUL! Thank you so very much for taking the time to map it out (for those non-graphic folks, looking for a fresh re-do….waving my hand). This truly makes every penny spent, well worth the talent.

Can you please show me some the deliveries you made and JPEG format? I’m really interested to know how they look when you present.

These tips are amazing! I remember taking graphic design last year and my ultimate struggle was designing a logo! These tips will definitely come in handy!

Hi Randy and Paola,

Thank you so much for the thoughtful comments and feedback!

I wrote this post as a means to inform potential clients about my processes. I had no idea other designers would be into this post too!

I understand a video reference might be valuable but I do see a situation where I don’t get genuine feedback on the call because they would be more worried of how they would be perceived. This is something I am not comfortable putting my clients through.

I am willing to post the actual slides given permission and/or do a “mock call” with anyone who would be willing to volunteer given there is enough interest for the video.

– Priya

Dear Priya,
Thanks a lot for your explanations – you sound very hard-working with lots of passion and creativity going into your work. You really seem to love what you do! How great!

I am also currently in the process of finding my way to my life-task, I am pretty close actually. But I am still looking for a magnificent design (brand, complete style/CI, web design, product labels…).

If you’re still looking for a volunteer – I would be more than happy to assist! 🙂

Festive season greetings from Munich
Isabella

Great explanations and approach. I really like that you’re taking the time to intricately showcase a client’s logo in different situations, while presenting the actual process from concept through to completion. I find that a valuable feature to clients. As a luxury interior designer, we actually do a similar process at my studio 🙂 I was glad to find this post through Pinterest because these two disciplines, I find correlate in processes. I agree with another commenter, it would be awesome to see a “recorded” version of your presentation when and/if you are granted permission by a client.

This is quite a lengthy process to what I’m used to doing myself BUT… I really like that fact that you’re showing the client all the steps working up to your proposal. I do remember times when designing a logo where the client has asked, “Why did we do this?”, and bringing it up first is really good.

I find that in these days with fiverr, and other discount logo design business that it’s really good to list all the steps. I think this shows added value and that you’ve considered what the client has suggested rather than porting a bunch of random, clip-arts, swooshes, gradient heavy boxes etc.

I’d love to see one of your meetings ‘recorded’ to further illustrate how one of your meetings would go. Of course you’d have to get permissions to share. But it would be interesting.

Thanks for this post. – Randy

Hi Priya, good job and good tips! Helping a client visualize the idea and its application as well as reminding them the long process that lead to the final work is so tough! I can relate.. Super-useful insight tips 🙂

Keep up with the good job! I loved the projects you posted and hope to see more.

Elisa

Thank you so much Elisa, glad you liked the post!

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