How To Present Logo Designs and Identity Projects to Clients

What’s up everybody mr. Ben burns here for the future, and it’s time to show your work

Today we’re gonna learn how to present logos and identity projects that win this episode is sponsored by story blocks

So what is this this here is a logo presentation methodology honed by years of mistakes school of hard knocks

Presenting logos is a science nuttin art, so by learning this methodology

You’ll be able to sell your logo designs easier to your prospective clients

If the logo is the product the presentation is the packaging and good packaging presents?

What’s inside clearly and without question where this fits into the overall?

Identity process is right after you’ve completed your

First round of logo designs the drafts what you want to present to the client

This is the presentation that happens immediately after that so before this the client shouldn’t have seen any designs for you

And they’re coming into this

expecting big things I

Can remember when I first started and?

the first

Time I sent logos for approval to a client

It was in an email each logo was a jpg file that was attached each version

Individually, and I sent 15 options to the client that was a huge huge mistake

And I think what I was really looking for is the client to provide some level of art direction

Quick note for all you guys who are sending your logo designs over email stop

It identity design jobs are best presented in person or over the phone

Stop treating your clients like designers and creative directors because they’re not okay sometimes

They are designers and creative directors

But you should still treat them like the design part the creative direction part is your job because that’s what they hired you to do

But the real reason why this is important is to manage and control?

Revision I know that you have all experienced this scope creep revisions getting out of control

You know version sixteen seventeen eighteen and the whole reason you want to present your logos beautifully the first time is

To sell the client on a single concept

Before we get into the actual presentation and breaking that down. There’s a few prerequisites that you need the first is a solid discovery

the discovery phase is where you take all of the words and the ideas that the client has in their heads and

Organize and streamlined this information into something that you can digest

The goal is to start the project on the same page

number to take collaborative steps from the outside looking in

This is how a logo design project looks like to a client you

Start at point a which is all the information that they have rattling around their head, and then you wind up at point B

Which is a perfect logo when in reality we all know that the creative process looks kind of like this?

Well maybe like this

Where you have point a and then point B, and then point B v2, and then final and then point C

And then you have final final

And then you have final final version three it’s a long windy road to get to a perfect identity

now Chris

Dell calls it scaffolding your building towards the final product and a set of sequential steps

For me it kind of winds around a little bit, so that’s why I like this this dimension

Now one of the best things to do as a collaborative step is to do style scapes

Style scapes are like mood boards on crack. We’ve done many many videos about them

Just search our channel for the word style scape to find them

But if you have this you have a broad compass direction in which to take the brand

So you’re basing your decisions not just on words, but also on visuals all right the next requirement

Incredible work. It should go without saying guys

But you need to present your best work to the client the fourth prereq the right tools

So here at blind we use a combination of Photoshop to generate mock-ups of our logo designs

And then we present them using keynote software

I know a few of you out there on Windows machines

But keynote is amazing you can buy it I think can buy it for Windows. I’m not sure bottom line use keynote

it’s way better than PowerPoint a

Few of you have seen this new Adobe app out called dimension. This is really really promising. I am super excited about

dimension I

Have no idea how to use it yet stay tuned for that tutorial as soon as I learn

all right, drumroll, please

Let’s build the presentation

Step 1 you want to start at the beginning it seems common sense, but you’ll be surprised

How many designers just jump into throwing up their logos as?

Soon as the meeting starts

or worse just sending off a PDF that has one logo per page and

Expecting a client to flip through it you need to start at the beginning what I mean by that is to recap the reason why?

they want a new identity one thing that I like to say is if

you guys can remember our goal is to build a new visual identity of that and

Then you insert the pain point here, and if they don’t have a pain point you insert the objective here

repositions you to gain more sales increase your revenue have your

Brand match your audience better

These are all examples of the reasons why people need a new identity now this should have been fleshed out way

Before way before discovery in your early sales calls

So you should have this already somewhere in your notes by reliving the pain point

You’re putting that person back into the buying mentality that they were when they started the engagement and this can be a really really

  3 LOGO DISASTERS

powerful thing

Approvals, this is also a great place to just confirm that you had the goal right to begin with and to make sure nothing has

changed all right step to

Recap the steps that you guys have taken together. I like to say something like guys before we dig into the work

Let’s take a step back and review the process to date and then what I do is I show them a slide like this

These are all the important words that we drew out of a discovery session

And I walk them through and I say look you know you want to be bold powerful, but bright and basic colorful current inventive

You want to remind them of the place that they were in when they were giving you this inspiration to begin with?

It’s difficult for people to disagree with other people a lot. It’s even more difficult for them to disagree with themselves and

so if you remind them of the decisions that they’ve made to date like

The words that they chose to describe the brand they want it makes it really hard to refute the results

Of what you’ve drawn out here

So then we look for patterns, you know unvarnished character preserved quality on the left, and then we have premium hip

Expressive on the right and what we’ve drawn here is unvarnished beauty

Then after this point who typically just go over the stile skip that they chose

And then we would be caught up

Typically you want to spend no more than 5 minutes on this you just want to give everybody a palate cleanser

Kind of like hey remember this let’s go let’s let’s build on the steps that we’ve already taken

And that’s why this is really important because you want everybody in the room to be on the same page at

Every step during this meeting all right step three. This is the big one

Display your work

so the ideal number of logo concepts to present is three one thing that I’ve found is that by

presenting three options

You’re allowing them to say no to one without saying yes to one

Right there in the room so that means because they have three

They can say ah you know what I’m not really feeling this one

But they still can choose between two

So all this being said the three logo options that you present need to be very closely related to each other because you’ve already set

The direction in the style scape so as you present your work. You need to explain the thought

Behind each version and this is really really important. You know they did a study a while back about eBay sales

And they found that even something as simple as a computer sold

For a much higher price point on eBay if the description included a story about it

I think the average was like three hundred and fifty dollars difference between one that was just the tech specs and then one was some

Elaborate story about where this computer has been and how much revenue is generated

And how you’re so attached to it having a story behind each piece

Lets you sell it easier, but one thing you need to ask yourself is this story better told visually

another idea is to

look for ways that you can show the

Relationship between the thing the piece that you designed and an element that you pulled

for inspiration or in the style scape

So in this circumstance we needed to use a piece of this the flame on the left, then we eventually turned it into

the kind of nice elegant swoosh that you see on the right and this slide was actually used in the

Presentation to the client to explain our process, and how we arrived here

All right, so let’s dig into the actual slides each of the three versions should be presented on the same sequence of slides

The first being just a simple isolated logo on white so what this does it allows the client to just look at the logo

We’ve seen fancy logo presentations that douve right into mock-ups, and it’s difficult for a client to really absorb the visual information

They just see it on a white background

We placed a little go in the center of the page with a lot of negative space around it to really focus the eye

On the actual logo the second slide is a split screen one color logo

This is really important because the goal here is to demonstrate how great your logo looks both on a dark background and a light background

Without any assistance from color, and hopefully this will show some thought well when the clients looking at this like hmm

I never thought about how the logo would look on a black background

The third slide is a collection of standard mock-ups

and what I mean by standard mock-ups is the typical mock-ups that you would expect from a logo presentation a

business card

stationery maybe an envelope

These are things that people expect to see their logos on now

It’s crucially important to draw elements from your

discovery from the style escapes to use in these mock-ups things like colored backgrounds and

Making sure the color of the shirt matches the the new brand that you’re building

There’s nothing worse than presenting a logo on

A mock-up template that doesn’t fit the brand

So you want to make sure that every template every stock photo that you purchase is on brand at every time

all right slide number four

Small format mock-ups, it’s pretty self-explanatory guys. It’s the logo

  Branding fundamentals

Done really small so things like pens pencils pins

wax seals cufflinks

You know you want to really get into the brand and try and figure out how they would use the logo in a small space

as we move through this you’ll find that the things that you present here I

Want to say seven times out of ten you’re gonna wind up designing down the road

The clients can see this they’re gonna. Love it. They’re gonna. Ask you how hey how much do

We should do that. We should do that how much do you think it would take for you to design that?

1 million dollars

So this is a great way to both demonstrate the brand and upsell other services

So since we did small format the next step is large format now large format is

signage

wayfinding

interior graphics

billboards things like that things that really put the logo at scale and so by putting their logo on the side of the building that

Is such an ego boost for a small businessman I mean

Think about it

What if you put what if you were walked into a room or walked into a meeting and?

Somebody had your logo on the side of the building

It’s gonna make you feel good, and that’s the goal with this

So feel free to have fun with this if you’re rebranding a lawyer

you know think about ways, maybe maybe you can put some gold foil on a windowsill or

If it’s a coffee shop

Maybe a hand-painted sign or something like that something where

You’re really conveying their brand in a physical space in large format

And then finally you want to wrap up every single version with an isolated logo on white again

What this will do is it’ll remind them that hey all this stuff is it’s all examples none of this stuff has to be

created or

fulfilled or executed on this is the logo, so it’s kind of like a

Closure to the chapter that is this version and quite simply you just want to repeat for all other versions

So you should have 5 slides for 3 logo versions for a total of 15 slides when you’ve completed all 15 slides

Demonstrating all the versions of the design that you’re presenting you want to have one slide that compares all options

So we get this question all the time, and this is one of those you know

We never really wanted to put all the logos side-by-side every single time we do a logo presentation the client asks for it

So typically we’ll have it in the slide deck. Maybe just hidden. I don’t like to compare apples to apples like that but

Have that slide in there just in case so before we get to the final steps of the presentation?

I thought that you guys would like to see how we create these logo mock-ups, and we’ll use over there working on some

Let’s go check in with her

Emily hi working on some mock-ups

All right, so we’re doing future stuff today, right

okay, cool, so

First step is actually to find

Stock images that work really well right. Yeah, so you are on story blocks right now, and what are you focusing on?

We’re gonna look for some stationary like business cards envelopes

okay stuff, that’s

That’s kind of like the normal or kind of like standard backups

Okay

So that that’s that that’s that first slide of mock-ups that we talked about earlier so when you’re looking at stock photos

What are you looking for?

usually really high res

And I’m pretty sure at this website already gives out really high resolution images and also if it’s stationary

Some close-up images

That would be good if you can see the textures in one stuff that like matches the brand that you’re designing for right

So something like a rustic scene

Wouldn’t work out really well for a really slick polished brand like Apple nine times out of ten right so what’s next

We’re gonna bring this into Photoshop, and we’re gonna use some smart objects

So that way if you or the client changes the might to do that never happen everybody nobody’s

Business yeah if they change start design we can easily just replace them without doing all the hard work very cool

And then this is Photoshop, right yes, okay, cool all right well

I’m gonna let you get to work, and I will check back in with you shortly

awesome

Okay, so let’s talk about this mock-up, so we’re looking at an iPad right right the original image

Okay, cool, so and you have a smart object in there. Yeah, so how does that work so this thing?

If you double click into the smart objects. Let’s save this image. It’s in a perspective

But if you double click into it it’s actually a rectangle. That’s not distorted

you can put whatever images you want so we can quickly replace things and

And swap this out so this can be a template that we use over and over and over again right and when you save it

It updates on the previous

Yes, very cool. That’s how you’re able to do things really quickly

cool, all right

So it looks like these mock-ups are in great shape let’s put them together in the slides and then send them my way

Cool, all right. Thanks, Emily I

Hope you guys thought that was interesting

You know it really wasn’t meant to be a full breakdown or tutorial on how we create these logo mock-ups

Just kind of a glimpse or peek into our process if you’re interested Emily’s files are linked below

  Design A Modern Logo | Start To Finish

For free you can see how she’s constructed the smart objects and to see how she’s really put these things together

Alright, let’s get back to the logo presentation

So at this point your your logo presentation is complete, and you should have a slide that says. Thank you

You know we love you you’re the best you’re awesome. Well. However you want to say it, but now it’s time to ask

targeted questions

Here’s some questions that we ask this is my favorite

This is my favorite question of all time and it always gets a laugh because right after you’re done presenting your work

There’s always that weird moment. Where nobody’s really talking. They don’t want to be too complimentary

But you know they don’t want to say anything negative

So it’s kind of like this weird space that you’re in so to break that ice a little bit

I always ask so did we miss the mark completely it always gets a laugh for some reason typically it’s a nervous laugh

But you know whatever, but it’s a great way to start things out on a positive note

Is even if you bomb it the clients gonna be like oh yeah?

This is step forward

You know so it’s a great way to

to kick things off on a positive note so another thing that we ask a lot is we go back to discovery and

We create user profiles, and we always named these people and it’s always something stupid

You know like Joe Dirt so at this point. I’ll pull that name back in the mix, and I always ask you know

Hey, how do you think Joe Dirt would react to these logos?

what that question is doing is it’s

taking the client out of

Hey, what do? I like? I like this. I like that. I don’t like this you’re asking them to dig into

The empathetic side and really put themselves in their users shoes, and this is how you overcome that

Personal preference just a side note every single one of the questions that you should ask you need to be

Directing the client away from any kind of personal preference statement, so I try to stay away from

Open-ended questions like what? Did you think did you like these?

That’s kind of danger zone area level questions one good question to ask is did we take a step in the right direction

To solve and then you remind them of the pain point it ends up looking like did we take a step in the right direction

To help you grow your revenue in

2018 all right here’s another question that’s great is

There one direction that we can just cross off the board right now as you present your work

There’s always going to be one option that they like the best and one option that they don’t like it all or like the least

What you’re asking them to do is to say hey you know?

I don’t like this one, but you’re not asking them to show the trump card of which is their favorite yet, all right step 6

Don’t expect feedback

This is really key

The the most feedback that we typically get is you know I don’t really like this one

I’m kind of leaning towards this you always want to say

Look I know it’s a lot to digest. I know you probably want to share it around and ask other people

Let’s go ahead and give you some time you always want to give your

Client the time that they need to digest what you just presented

So don’t expect the feedback and don’t expect creative direction we talked about that at the beginning of the episode

But it is key to not expect creative direction the last step

set timelines and

Expectations you never want to leave a meeting without next steps and expectations. It’s crucial

I’m sure you guys have all seen this where

You give a client something to give you feedback on and then they just go away, and they kind of ghost

You always want to set the due date for feedback whether that’s a meeting or an email then it’s thanks

And they’re gonna give you hugs, hopefully there’s tears streaming down their face because you just knocked the project out of the park

That’s it I?

Hope you guys got value out of this this was a huge question that I had when I first

Stepped into this business is how do I present my work?

So I’d love to see you guys share your wins

Share your pitch decks and share some of the insights that you’ve gained from from this episode that would mean a lot to me

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