Do you just email your logo designs to your client? Do you have problems with clients asking for excessive revisions in branding projects? Do your clients tend to change their minds after you show your logo designs?
In this video, Ben talks about the way he presents logo designs and identity projects to clients for the sole purpose of getting great work approved. Ben breaks the branding presentation down slide by slide and covers a few prerequisites you need to have in order to present logo designs like he does for Blind.
Presenting logos is a science, not an art. There’s a strategy here, just like there’s a strategy to approaching your design work. By learning this methodology, you’ll be able to sell logo designs easier to prospective clients. If the logo is the product then the presentation is the packaging. Good packaging clearly presents what’s inside, and without questions.
We’ve all had our fair share of countless revisions. Presenting logos beautifully the first time not only avoids the endless revision cycle, but it also sells the client on a single concept. Rather than show them various ideas or sketches you’ve created, sell them on a single vision.
One of the first prerequisites to nailing your logo presentations is a solid discovery session. This is where you take your client’s ideas and organize the information into something you can easily digest. The goal is to start the project on the same page.
Prerequisite #2: take collaborative steps. Clients like to be involved in the process. One of the best ways to ensure collaboration is to use Stylescapes™. They’re a level up from moodboards and help you and the client align on a visual direction fast.
Prerequisite #3: incredible work. You need to present your best work to the client.
Prerequisite #4: the right tools. At Blind, we use Photoshop to create mockups of logo designs and present them in a Keynote presentation to clients.
Alright, now that you’ve got your prerequisites checked off, let’s get into the presentation:
Start at the beginning.
When you first go into your presentation, don’t kick things off with the final logo design. Start at the beginning of your process. Walk your client through your strategy of how you got to the final result based on the discovery, stylescape, and collaboration.
The ideal number of logo options to show the client is 3. They can let you know which one they’re not a big fan of, but tell you they like concepts 2 or 3 the most. That being said, the 3 options you present need to be closely related to each other because of the direction chosen from the stylescape. Explain your thinking behind each version.
Show a split-screen, one-color logo to show how great the logo looks on a light or dark background, without the assistance of color. Hopefully, this shows the client a little more than they originally thought, like seeing their logo on a black background.
Include mockups in your presentation. Allow your client to imagine these logos out in the real world on hats, business card, mugs, menus, posters, etc. It’s crucially important to draw elements from the stylescapes into the mockups you create. Make sure the mockup you present fits the brand identity.
Want more tips? Watch the video for a step-by-step walkthrough of how to knock your logo presentations out of the park and open the door for more interesting work.
Like what Ben has to say? Check out The Perfect Proposal - a guide to crafting proposals that win. See the actual template that we have used to generate over $4 million in design work this year alone.
Ben would LOVE to hear from you - hit him up on Instagram: https://www.instagram.com/mrbenburns/
This video is sponsored by StoryBlocks.