To help your logo presentations and spark some ideas, here’s 5 designs done from experts showing you how it’s done. Show customers using products with the new logo. A logo does not sell the company directly nor rarely does it describe a business. Although it’s a little busy, this style can be super informational and useful for relaying brand guidelines. In fact, a precise brief is extremely important for other graphic design products such as business card design. The Logo Design Process. )The most common type of raster graphic? Nice Article. In a nutshell, what a logo means is more important than what it looks like. Not if. At that time, it is the job of a logo designer to explain why that business symbol is the appropriate one for the company. In that case, create your own brief. All of this stems from understanding the business, the culture, and the brand to help establish the right design for the right narrative. Let’s dig into the actual slides, each of the three versions should be presented in the same sequence of slides, the first being just a simple isolated logo in white so what this does is allow the client to just look at the logo. The point is to show them the versatility of the logo. Instead, get some computer-generated images of these materials and the logo. While a logo technically should stand on its own, my friend and logo expert Ian Paget perhaps put it best: “I’ve learned through experience that how you present your design work is as important, if not more, than the physical design phase.”. When everything is written in the brief, you can confidently proceed to design the logo. This relates to … Top 15 Freelance Logo Designers For Hire In 2020, The Complete Font Guide: Types of Fonts in Typography. Try to explain your solution as you would do to the client and understand the different types of questions that come up. Unless you can come up with a very valid reason, err on the side of leaving it be. Although logos are meant to serve businesses, still it is the designers who understand which logo is good enough to convey a brand message of a particular company. The Logo Smith designed a new brand logo for Explainly.com a company that designs and develops animated Explainer Videos.. Over 5,000 of us are having daily conversations over in our free Facebook group and we'd love to see you there. However, you must be very experienced and confident of what you are doing in the design in order to convince the client about usefulness of the logo. Designing a great logo is one thing. Someone who criticizes is like an art critic. Use small single color version. Log in or sign up to leave a comment Log In Sign Up. You should adopt a middle path, which means redesign the logo if the client has some suggestions for improvement. We can drive the client’s mind to what we want . Best for when you want a logo in minutes. Join us there! She is brash and opinionated, and she will spend more time arguing over price than over setting out the creative brief. But go well prepared with a lot of slides and mockups of the logo. 100% Upvoted. Tell how the logo addresses the target audience and represents the company’s brand identity correctly. Another point to consider is that if ignore your client’s brief and insist on continuing with what you think is best for the logo design, then you must efficiently explain the design to the client. Often, graphic designers fail to communicate well with their clients that results in more confusion and undesired redesigning efforts. (There is so much to say here. They are not supposed to know the nuances of the design. A client at best can respond with clear yes or no about a logo. The logo design process can be hard to define outright: every graphic designer has their own approach to logo development. Hand crafted designs from World-class designers. @Michal Kozak, You can also use Photoshop mockups. The success of your logo presentation to a client starts long before you sit down to present your logo. I will, however, explain that I used XXXX as a general basis but have altered the letterforms to better solidify the overall brand design and although similar to XXXXXX, there is no font which will match the specific glyphs in the logo. share. I personally present the logo on its own as you mentioned, together with a few slides showing it in use as it helps to sell the design. Take them on a journey. Use a company letterhead or logo: A client letter with your letterhead or logo appears more professional. That stuff comes later. It is very important to provide clients with more than one logo concept for them to be satisfied with the service you have offered. By jump drive? 99designs vs. Ebaqdesign. (Technically pixels refer to color blocks viewed on an electronic monitor where as dots refer to the ink dots on a printed piece. Design Brief. Best for when you want to crowdsource ideas. The logo builds a positive brand image of your company due to strategic use of colors, fonts etc elements. How many times have you tried to explain to your client why the logo from their website won’t work on their trade show booth? (We all know why ).”. When presenting logo concepts to a client it is often productive to have written rationales to accompany each concept. The most classic form of a logo is the wordmark, sometimes referred to by designers as a logotype. Everytime they ask you a question, draw their attention to the business goals that you both agreed on. But do not succumb and agree to the suggestions which are justified and relevant. In this proposal, I’ll explain what those are, why they matter, and then provide you with a clear pricing estimate. Remind the client that his or her personal happiness does not matter much. Perhaps one of the most critical pieces of advice was given by logo designer Ben Mottershead from Ben Designs: “Always show the logo as it would be seen by an audience.”. Remember to love all your concepts. Additionally, he included the logo spacing spec for added visuals. So when presenting logos to clients, never show them something you’re not happy with yourself. For example, if their budget is $3,000, explain to them what can be accomplished under their budget. When the designer shows the client how much more impressive the business cards would be with a custom logo on them, the client agrees to pay for one. You should know about the target customers and markets of the logo. Mockups are useful tools to give a glimpse of the final product that people can perceive easily. Many people need help with visualising their logo in use and it really helps to sell the design. Once you have created the design brief, get its approval from the client. Great article, nice tips! For anyone who doesn’t know (yet), there’s an unwritten law in logo design that the client will always, ALWAYS pick the design you like the least. That means as you’re presenting mockups or highlighting the versatility of your new logo design, make sure you highlight the new logo from the perspective of the most important audience: your client’s customer. Part of mastering how to present a logo is being able to gauge client reactions on the fly and adapt to a wide variety of responses. That will confuse the client as you are expected to explain the design and not ask questions. Especially for compete branding packages. I was in a trouble last month when this type of situation happened to me and after all the efforts, I was no excuse for my services I provided him. Here’s what a few expert logo designers had to say about how to present a logo according to the design brief: Always start with a detailed design brief. This way, the clients can see the logo in real life situations. Show it embroidered, screen printed, embossed, glossy, matte. Thanks for adding. So, when presenting your logo, stay calm. To echo Shea’s comment, Murphy’s law applies here. There’s no point progressing a design that doesn’t work at 100px wide. Pricing starts at $20 but you pay only when you find a design you love. Explain that you should be employed to find a brand idea that will form the basis of all the company’s branding (and perhaps even future business decisions) of which a logo should only be one expression, an idea that is likely to form the basis of a the brand’s overall approach. This beautiful logo presentation lets the main logo shine. Check out my gear on Kit: https://kit.com/willpat In this video, I show you how I personally send my logo design concepts to the client to preview! The client, or user, side of the Web. Thank you for this great article. This is known as the Client Discovery phase. You can also edit colors, texts, icons and elements. Use the proper greeting with a client, depending on your existing relationship. Or, hire a designer to get your logo. If you include a logo you are not 100% pleased with, the client will pick that one. Your customers will notice if you force a different logo onto an old, existing sign at your storefront. Step By Step Typography Guide: How To Create Your Own F ... What is Print-on-Demand? Editable Formats/Source Files. A logo designer must be equipped with the art of communicating the salient features of the logo to the client. Logo File Formats Explained: Even Your Clients Will Understand Posted on August 15, 2018 March 12, 2020 Author Michael Bruny-Groth There’s often a lot of fuss around which files formats to provide clients with when delivering a logo package. But clients are part of designing their logos as they are the customers and final approvers. Difficult Client 1: Haggling Harriet. I just want to know how designers deliver the logos to the client? This layout quickly and easily shows the client your design concept. General Guidance for Writing to Your Customers and Clients . The craft and implementation can come later in the presentation but they need to believe you’ve ‘got it’.— Jonathan Harris, Harrisment. These slides should explain how the logo design works for their business. That means, instead of slogging through learning how to present a logo from scratch, you can learn from some talented and experienced logo designers exactly how to present a logo for the highest chances of client satisfaction. I worked up a few analogies that I feel explain the importance of charging the right amount for a logo design, whilst also explaining the motivation, justification and reasoning behind the ‘why’ as well as the importance of a client understanding exactly what they are supposedly spending all this money on. So while it may be tempting to talk about how much your client should like your new logo designs, learning how to present a logo with the right audience in mind is critical to your success. ©2009-2020 Millo. Choose some selected key visuals/mockups of their identity in action. The real secret of how to present a logo begins in your initial meetings with clients when you agree on a creative brief. The platform has 100% Money Back Guarantee policy that allows you refunds if you are not satisfied with the design. Go back and redesign or think of solving the unanswered questions The first impression is so important, that there’s no room for bad logos. But should you compromise? You can explain these slides during the presentation. It is the reaction of the target audience that ultimately should be the parameter to judge the usefulness of the logo for the business. Mock-up a banner to see what the logo might look like at a major convention. When presenting your logo design, convince the client about its chief useful features. I also include a few pages with images showing the logo in real life use. The client owns the logo, ONLY after the artist signs over all rights to the logo to them. In addition to telling a story and showing how your logo solves the client’s problem-at-hand, you’ll also want to learn how to present a logo in context by providing real-life scenarios and mock-ups. Also, if you are working with an AE on the project, be sure to sit down beforehand and explain your reasoning so they can appropriately champion your work to the client. — Simon Potter, Pixels & Paper. If you’re like me, the answer is about a bazillion. If you do feel the need to sell your source files to a client, you might want to make an agreement with them that they are only to use them for specified purposes. And when they do, a quick apology can make sure you come out better on the other side. Show how you’ve listened and interpreted their core. Have structure to the presentation and always do it in person/live, instead of email. It will help them understand how their new brand is going to work in the real world. Show it on a mug, a hat, a t-shirt, on paper, on a car, on a billboard, in a newspaper… you get the idea. Do not let the client lay emphasis on a personal opinion. EPS Encapsulated PostScript Logo File An EPS file is the industry standard vector file format, as it can be used by the widest range of software, including Adobe, Corel and Affinity. Taking time to prepare a logo presentation that you make “in person” also shows you care about how you present the logo and that you believe in your final logo design. It will help them see exactly why you charge good money for logo design. As part of my logo design process I create a tick-list of objectives by asking questions. With that, you’re ready to go. Nearly all designers agree that the initial accumulation of information from the client is the most important step while in the logo design process. Design Brief. So if necessary, order a new sign that's designed specifically to fit the new logo. Wordmark logo. Then take them through what you will be presenting and your thought process for each. But a problem with this approach is that people read the information on a business card holding it in hands not on when it is on the table. The letterhead should bear your business/ firm name or address and contact details. Show team vans parked on streets with the new logo plastered on the side. Save Every logo is designed after thoroughly analyzing the brand and its offerings. Tell a meaningful story both visually and in writing.— Craig Burton, Make a little animation or GIF to explain the story of the logo. The “why” factor is always acting as the main principle in my presentation. what your talking about is a brand identity which comes with big budget clients and possibly after they select one of the designs. There are two types of mockups. Or, let me know the best time to reach you today. When you have explained the logo, ask ‘’do you agree that the logo meets the goals discussed during the brief?’’ That way you will invite a clear answer. Best for when you want to work with a single designer only. I then ask the client to check and approve this list. Free Beginner's Guide: How To Design A Logo? Share The Love. Everyone has a different opinion. Asking Question (Rule 7) Is there a design principle or something I can sight or should I just tell him we rly shouldn’t do this. It could blow up in your face and damage what was a good relationship. PRO TIP: You'll look more knowledgable if you've done some research. It sets the stage for the entire logo design project, and demonstrates your understanding of what goes into a well-done logo design. Hi [Client’s Name], I would love to jump on a quick call to discuss [project]. But how do you tell your client that creating a logo takes a fair bit of time and money? With that in mind, I reached out to Ian, who runs a wonderfully successful logo design company in the UK and asked for a favor. In this logo presentation design, designer Jeroen van Eerden created a one-pager full of info. You can then ask for feedback from the contest owner. Be sure to use the typical business stationery mockups, but also include a few that are relevant to the clients and their industry. To be able to answer this question effectively, you need to train yourself to be completely objective and humble when dealing with client requests. —Iain Hamilton. Your first step in the logo design process is to understand what the brand embodies and what the business’s goals are. You do not have to print the logo. A lot of what I have read says that how you present your concept is just as important as what you present to a client. What is the logo design process? I talk about research and reiterate what the creative brief outlines. So, tell the client about the goals you discussed. 1. Connect with Preston on Twitter. In addition to presenting mockups of the logo’s potential usage, it will … Far too often clients are too quick to pick an option. If you need a logo design, you have access to graphic designer service of many logo designers. If you need to use your logo on screen, a website for example, use the RGB version of the logo. Paul Galbraith’s second article.. If your client is pointing out a lot of things in your design, that is okay. wicked article. For some, it’s methodical and disciplined—60 minutes of concept development followed by 90 minutes of execution, all while listening to their favorite album to boost creativity. If you give clients an hourly rate, it might freak them out. “If you’re looking for options, I’m not your guy.” This is precisely what I tell my potential clients. Focus should be on the logo and not presenting it on different material or backgrounds. Again, awesome post! Clients are not mind readers : Explain your logo design process Not all clients will have an accurate idea of how a logo design is created. One of the key aspects of creating a logo is to take your client into confidence. Clearly, convincing the client about a logo design is a matter of communication. This gives a breakdown of who the company is, what they’re about, the logo design variations, and the typography to be used. This gives them a chance to choose from different styles and options. People want to please their clients so badly that they end up forgetting about the goals. Learn more about professional vs. amateur logo design. At that time, it is the job of a logo designer to explain why that business symbol is the appropriate one for the company. Facebook | Twitter | Google+. So, it is always safe and better to instead talk about the salient features of the design. Depending on the organization, the logo could end up on movie screens or billboards, too. What I got back was a collection of incredible advice from experienced logo designers who have been designing logos and presenting them to clients for years. I find many clients get brand, identity and logo a bit mixed up, actually it’s not surprising considering many designers do too – which is not helped when those words are thrown around so freely. And that’s ok. This generally falls into the category of “what the client asked for.” That is a very good point! Make the client understand the professional qualities of the design. This way, expectations with the client are laid out at the beginning. Sure do all that work but make sure your getting paid for all that additional work. How To Start A Print-on-Demand ... What is Artist Brand Strategy? A logo is never seen in isolation, so why present in this way? FreshBooks vs QuickBooks: Which is Better in 2021? For example, you may … What is logo design? The client hires the designer to create business cards; then the designer discovers the client doesn't have a logo. Here’s what some of our experts had to say when it comes to using storytelling when presenting a logo: Tell the story behind the logo and it’s meaning. In order to assure our clients that they will own their logos, we put in our contract that once their bill is paid we will sign over ownership of the logo to them. Before presenting I start with a conversation. This way, you give the client something to base his or her opinion on. report. Enter your work email below and we'll send you 10 fresh freelance job leads from the last 48 hours along with some of our best content to help you get the jobs you deserve. Here are five of the most common difficult design clients, and how you can deal with them.. Learning how to present a logo in a wide variety of ways will help your client see how flexible and timeless your new design is. How To Create A Strong B ... How To Make A Responsive Social Media Template In Minut ... How To Create A Marketing Calendar For Your Art? Logo’s derive their meaning from the quality of the thing it symbolises, not the other way around – logos are there to identity, not to explain. Putting the audience first through the entire process will be critical as you learn how to present a logo successfully. This type of logo works best if you have a short, distinctive business name and no slogan. Your business logo design is not just a symbol to identify your company and its products or services. How do you design a logo for your company? But even professional designers, myself indluced, often use these two terms interchangeably. If it’s just okay… It it’s your least favorite… If it’s one one that you did just to illustrate how much better of an idea the others are, It is guaranteed that the client will pick that one. I love being able to explain “why” I create a logo the way I do and the elements I choose to include. 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