how to make logo presentation

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How to Present a Logo to Clients in 6 Steps (Tips from Experts)

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1. Start with the logo design brief

2. make the logo presentation in-person or via video, 3. tell a compelling story about the logo, 4. include mockups & provide context, 5. show off the logo’s versatility, 6. focus on the audience, 3 logo presentation templates for inspiration, mastering how to present a logo.

Mastering how to present a logo to clients can take years of practice and experience.

Plus, there’s the pressure of getting a client logo presentation right the first time in order to avoid starting over or frustrating your client.

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.”

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.

Could he connect me with dozens of talented logo designers to answer the question of how to present a logo to a client successfully?

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.

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.

• When presenting a logo, keep it simple. Present only your best design option(s).
• Explain how your design choices align with the client’s brand and goals.
• Consider using mockups to show how the logo would look in real-life scenarios.

Below are some of the most helpful responses I received. I hope they’ll prove useful as you perfect how to present a logo to your own clients.

The success of your logo presentation to a client starts long before you sit down to present your logo.

The real secret of how to present a logo begins in your initial meetings with clients when you send a proposal and agree on a creative brief.

Then, presenting a logo to a client becomes a matter of showing them how your design fulfills the requirements you both agreed on earlier in the process.

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. If the client doesn’t provide you with one, create your own by asking the right questions. Once you have created a brief, get the client to approve this before starting anything. As part of my logo design process I create a tick-list of objectives by asking questions. I then ask the client to check and approve this list. Quick Note: Right now, you can get 14 days FREE of our favorite freelance productivity app, Moxie . Create proposals, send invoices, collab with clients, and tons more in the #1 app for serious freelancers. Claim your free trial now »     This approach ensures that we’re both on the same page from the outset, and that I have goals to refer back to when presenting my work. — Ian Paget, LogoGeek Before presenting I start with a conversation. I tell them what they are going to see, and how I will explain the reasons behind the work. I talk about research and reiterate what the creative brief outlines. —Susan Feinberg, Fireside Sponsored Become a sponsor Take them through the logo design process and show them how your concept meets their criteria. —Col Gray, PixelsInk Refer back to the brief to show your understanding of their brand and requirements. — James Mortimer Start with the end in mind – the goal – then repeat the brief, linking to aspirations they have for their company/brand. Then take them through what you will be presenting and your thought process for each. — Danny Matthews, Danny & Co. The most important thing is that the client can see how the solution delivers the strategy. — Iain Hamilton

Another suggestion on how to present a logo that came up over and over again in our group of experts was to make your logo presentations to clients in-person (or online), not via email.

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. This proves near impossible when you simply present a logo via email.

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.

Here’s what a few of our expert logo designers had to say about how to present a logo in-person (or via video):

My best advice is to always present [the logo] face to face. Never just send a file… It’s a simple one but also one of the most important things, in my opinion.

— Mads Haakansson, N’fellows Have structure to the presentation and always do it in person/live, instead of email. — Danny Matthews If you’re presenting the logos over skype or Zoom, do not send the presentation document to the client ahead of the call, instead present the logos document to them page by page and talk them through what they are seeing. — Ben Stanbury – Prosper

Learning how to present a logo to a client is as much about storytelling as it is about professional presenting skills.

In fact, a story will often get you much further with a client than a stiff, executive-style presentation ever will.

Your story should present the problem the company or its customers have faced and how the new logo solves many previous issues.

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. Touch on how it meets their criteria and how you see it resonating with the target market. Make sure to summarize that story as a simple blurb in the presentation, so the client can reference it as they deliberate.

— Rachel Stoneking, Stoneking Design Take them on a journey. Tell a meaningful story both visually and in writing. — Craig Burton Make a little animation or GIF to explain the story of the logo. This makes your client’s life easier as they explain further to all other stakeholders. — Mohak Ahuja Tell their story. Show how you’ve listened and interpreted their core. Show them that you understand and share their vision and goals. The craft and implementation can come later in the presentation but they need to believe you’ve ‘got it’. — Jonathan Harris, Harrisment

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.

By presenting a client’s logo in real-world settings (like on their products, on business stationary, or in advertisements), your client will be more likely to envision the strength of the new logo you’re presenting.

Here’s what logo presentation pros told me about harnessing the power of logo mockups:

Include mockups to show the logo in use in real world situations and not just on an empty white page. Many people need help with visualising their logo in use and it really helps to sell the design. — Col Gray Give the logos some context. Whether that’s on the back of a business card, or the side of a building. It will help them understand how their new brand is going to work in the real world. — Simon Potter, Pixels & Paper Show them how the logo will be used in real life and suggest an application they may not have thought of relating to their aspirations. So if they would love to bring out a new product in future – show how that would look in real life to give longevity to the designs. —Danny Matthews Showcase the logos on mockups! Be sure to use the typical business stationery mockups, but also include a few that are relevant to the clients and their industry. Mockups are a great way to show clients how their new logo will work in the real world. —Rachel Stoneking Choose some selected key visuals/mockups of their identity in action. Get them to buy into themselves and their audience using and experiencing the new scheme. —Jonathan Harris You have to present [the logo] in context, and build on a story that the client will embrace. All of this stems from understanding the business, the culture, and the brand to help establish the right design for the right narrative. — Tony Lopez

In addition to presenting mockups of the logo’s potential usage, it will be helpful to show how versatile your logo can be.

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. It will help them see exactly why you charge good money for logo design .

Here’s what some of our logo design pros said about versatility:

Present it in as many ways as you can. Show it big, small, white only, black only. Show it embroidered, screen printed, embossed, glossy, matte. 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. The point is to show them the versatility of the logo. Show that you’ve put in enough thought on the design that no matter the situation your design is going to work for them and not be something they need to “find a solution for” down the road. — Mike Pickett Don’t just show it large, show it tiny too. Large is impactful, but small shows it has range. There’s no point progressing a design that doesn’t work at 100px wide. —Mark Bowley, Bowley Design

Throughout your entire logo design presentation, you want to focus on the logo’s audience.

The audience is often not the client you’re presenting the logo to, but their customers or clients. 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.

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.”

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.

You may find you need to remind your client to judge the new concept based on the audience, as I was reminded by designer Darius Enache: “Tell them on what criteria they should judge the logo (functionality, not personal preference).”

Show customers using products with the new logo. Show team vans parked on streets with the new logo plastered on the side. Mock-up a banner to see what the logo might look like at a major convention.

Putting the audience first through the entire process will be critical as you learn how to present a logo successfully.

To help your logo presentations and spark some ideas, here’s 5 designs done from experts showing you how it’s done.

Grid logo presentation by Gennady Savinov

In this logo presentation, designer Gennady Savinov created a simple, yet effective grid layout to show both color variations. Additionally, he included the logo spacing spec for added visuals. This layout quickly and easily shows the client your design concept.

Single logo presentation by Angie Mathot

Detailed logo presentation by Jeroen van Eerden

In this logo presentation design, designer Jeroen van Eerden created a one-pager full of info. This gives a breakdown of who the company is, what they’re about, the logo design variations, and the typography to be used. Although it’s a little busy, this style can be super informational and useful for relaying brand guidelines.

The truth is, you won’t be perfect at presenting logos to clients overnight. And that’s ok.

But with time, and using the advice of the expert logo designers above on how to present a logo, you’re way ahead of the competition.

In addition to the advice shared above, Steve Evans from Sed+Co urges, “Make sure you … tell them to sleep on the concepts. Far too often clients are too quick to pick an option. Once they’ve gained some distance from the initial excitement, they’re mind is clearer to make an informed ‘business minded’ decision.”

And, of course, perhaps the most important advice for anyone wanting to learn how to present a logo comes from designer Liam Jackson:

“Only present designs you’re happy with. (We all know why 😅 ).”

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.

So when presenting logos to clients, never show them something you’re not happy with yourself.

With that, you’re ready to go. All of us wish you the best of luck on your next logo design presentation!

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Written by Preston Lee

Editor at millo.co.

Preston Lee is the founder of Millo where he and his team have been helping freelancers thrive for over a decade. His advice has been featured by Entrepreneur , Inc , Forbes , Adobe, and many more.

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Reviewed & edited by Adam Wright , at Millo.

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Comments from the community

All of these are highly appreciated and remarkable client dealing strategies. But I have a query, what if you get some really annoying client who is not willing to show any interest in that design you made with full dedication and hard work. 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. However, nice post and I’ve learnt a lot from this.

Thank you for this great article. It is very important to provide clients with more than one logo concept for them to be satisfied with the service you have offered. This gives them a chance to choose from different styles and options.

Offering clients free revisions will also win clients over.

I just want to know how designers deliver the logos to the client? By email? By jump drive?

i see that a lot of logo designers who post their work online present their work on business cards or a large wooden panel. Especially for compete branding packages. How do they do this?

Focus should be on the logo and not presenting it on different material or backgrounds. That stuff comes later. The logo should be on a white background and free of clutter and other distractions. what your talking about is a brand identity which comes with big budget clients and possibly after they select one of the designs.

I’m not in agreement with this. A logo is never seen in isolation, so why present in this way? I think a logo needs to be tested in application by the designer, and also presented in this way too. 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. There’s lots of really cool tools out there to make this a quick/easy process.

Awesome article. I love being able to explain “why” I create a logo the way I do and the elements I choose to include. It does double duty as showing the client that I was listening to their wants and it serves as a barrier to keep me from including irrelevant information or elements. Again, awesome post!

Your article covers almost all points.But I want to know to make a attractive background and portfolio that can help me getting more clients.I make good logos but problem comes while showing them .please help

Great article, nice tips! The first impression is so important, that there’s no room for bad logos. Unfortunatelly it is sometimes hard to convince clients of the solution that would be the best for them.

Nice article. Anyone that is presenting full web designs should remember to create a “mockup” of their work that your client can view in a browser with a background.

Very good post, awesome read, thanks

To echo Shea’s comment, Murphy’s law applies here. If you include a logo you are not 100% pleased with, the client will pick that one. 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. If you don’t work together as a team, it will make everyone look bad, not just the design. Great article Preston!

– “Present practical application”

Very often their first reaction is not so good when you showed them JUST logo. Then you put in on the business card, stationery, t-shirt, whatever – and they love it.

Most people perceive things depending on their surroundings :).

@Michal Kozak, That is a very good point! It seems that the client is always more impressed when you go the extra mile to help them understand application of the logo. Thanks for adding.

Sure do all that work but make sure your getting paid for all that additional work. That stuff comes after they decide on one of the concepts. Also the proper way is to have them pic a logo and if there are additional revisions, then you move to all that jazz with business cards etc.. You only do that if they pay for it, not to win them over. Your logo should do that by itself.

Nice Article. The first impression counts!

The “why” factor is always acting as the main principle in my presentation. From my experience: the more time you spend and efforts give to writing presentation the more positive client’s reaction is. So obviously sometimes it’s just not enough for a result and then it comes to how good you can be at explanations of your decisions.

And never present something that you don’t love. 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.

YES! THIS CANNOT BE OVERSTATED! It has proven true SO many times.

It must be your best pick. Nice one Shea.

Nice tips! The way we present the logos might be 50% of success. We can drive the client’s mind to what we want 🙂

wicked article. You defiantly hit the nail on the head with a lot of those points. 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.

Home Blog Design How to Create and Deliver a Logo Presentation

How to Create and Deliver a Logo Presentation

What do Amazon, Walmart, Apple, and GE have in common? A logo identity with a powerful story behind its creation. Working with a well-crafted logo is the first step in a company’s visual branding, as it encapsulates its values, ethos, and vision in a single, memorable emblem. However, it’s important to understand that this logo becomes the cornerstone of a more extensive corporate identity presentation, which encompasses every visual aspect of a company’s brand. That being said, part of the process of creating a logo is submitting it for its approval at board meetings and mass public, and here’s where our expertise will guide you.

This article delves into the significance of creating and presenting a logo that resonates with both the market and the ethos of the business. We will discuss the rules behind creating a logo presentation, tips for introducing the new brand identity, and how to construct a story that refers to each stage of logo creation. Let’s get started.

Table of Contents

What is a Logo Presentation?

What should be included in a logo presentation, how to explain the logo creation process, common mistakes in logo presentations, recommended logo presentation decks, final words.

A logo presentation is one of the core elements of a brand identity presentation , and it helps designers or marketing teams introduce the new logo identity in board meetings or deliver company-wide presentations about new branding strategies.

This type of presentation reveals the design and articulates its rationale, demonstrating how it aligns with the company’s branding and business goals. A well-crafted logo presentation can significantly influence the client’s decision-making process and perception of the company’s value.

Key Elements of a Logo Presentation

In order to structure a logo presentation, designers must be aware of the following elements.

• Understanding Client Needs: Before the presentation, the designer must have a thorough understanding of the company’s business, target audience, and brand values. This understanding guides the design process and forms the foundation of the presentation.
• Conceptualization and Design: The core of the presentation is the logo itself. Designers typically present several concepts, showing variations in color, typography, and style. Each design is not just a visual but a strategic solution to the client’s branding needs.
• Rationale and Storytelling: A crucial part of the presentation involves explaining the reasoning behind each design. This includes the symbolism of shapes and colors used, the choice of typography, and how the design communicates the brand’s message. Effective storytelling can connect the logo to the client’s brand story, making it more meaningful and impactful.
• Application and Versatility: Demonstrating how the logo will look in various applications (like business cards, websites, or billboards) helps clients visualize the logo in real-world scenarios. This also shows the logo’s versatility and scalability.
• Feedback and Revision Process: A logo presentation is often an interactive session where clients provide feedback. This stage is required for refining the design and ensuring it aligns with the client’s expectations and needs.
• Technical Details: The presentation may also cover technical aspects like file formats, color codes, and usage guidelines, ensuring the client knows how to use the logo correctly across different mediums.

We can summarize a logo presentation deck as a set of 5-7 slides. We will introduce some examples for each section.

Title Slide

As with any other topic, knowing how to start a presentation in style is a plus. Therefore, we highly recommend using a title slide that doesn’t instantly disclose what the logo is about but gives general guidelines for your ideas.

For example, you can use a title slide that contains photos of your sketches laid out on a table to give hints about the creative process that brought the logo to life.

Background Info

The information that drove the company to the research and the information gathered by the designer to back up its creation has to be presented next. Using proper visual communication techniques, we can condense that information into a series of graphics or placeholder text areas that pinpoint the core reasons that support a branding change.

Presenters can use up to two slides to summarize this point, and customer testimonials can also help gain insights into market trends for a particular design.

Logo Presentation

This is what everyone wants to see: the new logo. Presenters can use up to two slides to introduce the process that drove them to create the logo, then the logo itself. A well-crafted story has to link the points between the different stages to create the logo to the end piece and its potential real-life application. 

The new logo should be highlighted in an individual slide with its associated values.

Presenters must also demonstrate the logo in action, which can be done in the next slide or by using a video presentation that features the logo in target consumer products (in this case, mockups of bottles, t-shirts, etc.).

As the background research is already covered in the slides, a good question arises: how do we explain the logo concept presentation? Designers can initially speak about which ideas the initial meeting with the customer evoked. Those are the driving forces behind logo creation.

One approach is to show competitors’ logos and briefly analyze why they successfully convince the target audience that their product is good. For starters, using a logo maker can help generate initial concepts to discuss in relation to these competitors’ designs before customizing further to align with the client’s core values and vision when introducing the first drafts of the new logo.

Speak of the objectives your logo has to answer for, then honestly say why some ideas were accepted or discarded. Present hand-drawn mock-ups about how the logo ideas fit the target products. Then, move on to your pre-selection of 2-4 potential logos, their high-quality format, and the reasons why you consider these logos may be apt for the customer.

Out of the pre-selection of logos, choose the definite logo for the project and introduce it by telling a story about a potential customer looking for a product, how no other option in the market seemed to answer their search intent, and how seeing the logo was the answer. Put yourself in the shoes of the ideal customer persona of that brand and present facts that drove that customer’s interest. Using storytelling techniques can help build a convincing story from a consumer’s perspective, and the outcome format should contain either a physical product as a logo presentation example or a video telling that same consumer story. 

Mistake #1 – Not Using Mockups

Your client may not understand the full impact of the logo until a physical application of the logo is seen. Although you must present the logo in full format, you must also introduce realistic mockups, videos, and physical products showing the new identity and submit them to the customer’s approval.

Tiny details like the chosen typeface not being clear enough can only be appreciated on the final product, not with an upscaled image that shows no imperfection.

Mistake #2 – Considering the Logo as a Solo Piece

Your logo ppt presentation is part of a new brand identity concept. Therefore, designers should align their efforts to disclose which fonts should be used alongside this new logo, which colors best suit any media advertisement using the logo, etc. This mistake is commonly triggered when multiple teams work on the brand identity or if that process is made in different stages. 

Mistake #3 – Revealing the Logo in the Title Slide

Ignoring the surprise factor is one certain way to tank your presentation in seconds. You need to build excitement, present your ideas aligned to the course of your talk rather than showing the end product on the first slide, and have no extra surprise factor to gather the interest of your audience. 

If you fall prey to presenting the logo in the title slide, the rest of the conversation will steer towards why they like certain aspects of the logo or not and why it should be accepted or discarded, rather than a reasonable story explaining each of your design decisions.

Mistake #4 – Ignoring the Feedback

Delivering a logo design presentation doesn’t automatically imply the customer accepts the logo. A back-and-forth process of changes may be triggered instantly, where the designer must clearly state the agreed revisions per contract on that logo. Then, a new meeting should be scheduled where the designer will answer the customer’s requirements.

Safely keep copies of your previous presentations to protect yourself against misunderstandings. These logo presentation templates save you time and document your decisions and what you present to your customer on one specific date. If one revision requires going back to a previous version of the design, bring that particular presentation file to the front and explain why it was initially rejected and the changes the customer requested.

Take a look at this selection of PowerPoint templates and Google Slides themes that can fit your logo presentation needs. You can also find comprehensive corporate identity presentation templates that follow the brand identity and brand guidelines, ensuring a cohesive presentation of your company’s visual brand to stakeholders.

1. Logo Presentation PowerPoint Template

An all-in-one solution that lists the tools required to create a captivating logo presentation. In a clear timeline format, this logo presentation deck can help us structure the story that backs up the logo creation process – ideal for those who prefer to omit hand-drawn illustrations and stick to the final digital files. We can also find a slide that gives guidelines on the typography to pair your logo, preferred color palette and ideal use size of the logo.

Use This Template

2. Branding Process Logo Presentation Slide Deck for PowerPoint and Google Slides

For larger projects that require full guidance on every aspect of the brand identity, this slide deck contains tools such as surveys, roadmaps, brand logo options, and more. Presenters can use this PPT slide deck to attend the initial meetings for findings about which direction should the logo creation process take.

3. One-pager Logo Creative Brief PowerPoint Template

After your initial meetings with the customer conclude, it is time to put your hands into logo creation, but how do you express the ideas gathered with pen and paper to your team in a clear, easy-to-understand format?

Meet this one-pager creative brief, ideal for reference, and check all the aspects your logo creation process should cover. This document can be shown in your logo presentation as part of the background research done, as it contains a summary of the ideas agreed with the customer.

A logo presentation may divert from the usual format of presentations as it combines aspects like factual data with design decisions and the reasoning behind them. Presenters should approach this type of presentation as not a final product but a series of iterations that will result in an end product. The logo presentation then becomes a collaborative project between the designer and the customer, where the designer needs to keep an open mind to allocate new ideas or present a past concept from a different perspective.

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How To Present Logo Design Projects

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I'm a branding expert and graphic designer based in Brooklyn, New York. Need help with branding?—Just Get in touch

Need help with branding?

Learn how to present logo design and identity projects to your clients and win their hearts and minds.

I have mastered this presentation methodology by years of experience working with some of the best design agencies.

So if you're wondering how to present logos to your clients—you're in the right place!

Before we go into nitty gritty of how to present logo design work, first it’s worth to mention that:

Presenting logos is a science, not an art.

If you follow my proven process, you won’t have to sell nothing to your client, they will be sold on their own.

If your logo is the product that you sell, then your logo presentation is the packaging of that product.

As we all know, we buy with eyes, so that your logo presentation just as packaging must be very attractive. ‍

How you present your logos is as important as the logo designs themselves.

PS. If you prefer watching a YouTube video— check it out my channel .

5-Steps To Present Logos

• Prepare your client
• Start with objectives
• Explain your process
• Reveal the logos
• Get the feedback

Of course, before you proceed you have to have some logo concepts to show and someone to show them to.

I’m not going to talk here about how to design a logo , but I will just focus on the presentation itself—so let's assume that you have some logos designed.

First, it's important to establish some rules—let’s talk about the DO’s and DONT’s of presenting logos.

Common mistakes when presenting logos

The first biggest mistake you can make is presenting too many options .

How many logos should you present?—Show only three logos.

I’ve heard of designers presenting even 20 to 30 concepts—that’s way too many!

My client recently called me and said that some other designer presented them with 15 logos .

All of which were really bad, they didn’t like none of them .

You might be thinking that the more logos you present the greater the chance your client will like one, but the reality is that it will only confuse them .

Not even mentioning the energy and creativity you have to dilute over those 15 concepts—most likely you would end up with mediocre concepts.

It’s much better to focus on presenting only three strong logo concepts! ‍

Behind the scenes you can sketch hundreds of logos —no problem, just don’t show them all to your client!

The second biggest mistake you can make is sending them over by emai l, in an attachment. ‍

Is best to present logo and identity design projects either over the phone or in-person .

I usually present my logo design work via Zoom video call , after which I send my client the link to that logo presentation by email.

That way I get the chance to describe my logos , explain my ideas and say what I have to say, before letting the client voice their opinion.

Now, let’s talk about some of the best practices when it comes to logo presentation.

Best practices when presenting logos

The first best practice to follow when presenting your logo concepts is to start with a solid strategy session .

This sessions will provide you with all the necessary words that you can use to translate strategy into visual concepts .

This is basically about extracting important information from the client, but also engaging the client in the process and generating some ideas.

Learn more about how to develop and then translate strategy into visual design in my other article.

The second best practice to follow when presenting your logos is to take smaller steps with your client. ‍

You see, logo and identity design is often a long windy road towards the right solution.

It’s not like you just design something fast and there's is a big reveal where you expect to WOW your client.

it’s more of a sequential process where you’re building towards the final logo in a set of steps.

One of the best steps you can take is to use moodboards or stylescapes. ‍

Taking smaller steps will point you (and your client) in the right direction with confidence.

So remember—Never just send your logo presentation by email, and never present more than three concepts.

Tools to prepare your logo presentation

There are many ways in which you can present your design work successfully.

It could be a high-res PDF, a PowerPoint or Keynote, or you can simply use an online visual board tool like InVision.

First, I prepare mockups in PSD , then I embed these mockups in Indesign (one mockup per slide).

So that when I'm making changes to my mockup in Photoshop, the presentation will be automatically updated in Indesign.

Next, I don’t export a PDF like you would expect, but I rather publish that PDF to the cloud straight form InDesign, so that I can simply send my client a link later on.

That way, if I want to change something in my presentation, I simply republish it with just one click straight from InDesign and my client can see the changes .

They can also download the PDF for their own record or just to print it out if they want to.

So with that being said, let’s jump into building the logo presentation.

1. Prepare your client

First, before you show any of you logo work, you need to prepare your client for what’s coming.

You must put your client in the right state of mind before you show them anything.

I like to remind my client about two things: what a logo is and what makes a good logo .

So I open my presentation with a quite by great designer Sagi Haviv (that I had a pleasure to work with):

“A good logo is NOT about what one likes or dislikes, it’s about what works.“ —Sagi Haviv

The reason for saying that is to simply remind your client that logo design is NOT about personal preferences .

A logo doesn’t have to communicate or illustrate everything, so you shouldn’t try to say too many things with it.

A logo is more like an empty vessel and meaning can be attached to it over time , with its consistent use and following through on brand promise.

I say this in order to prevent the client from trying to make the logo look too busy and therefore confusing.

Next, I follow up with a slide that talks about logo design principles— what makes a good vs bad logo. ‍

Clients usually tend to be a bit subjective, so you have to remind them about some of the basic principles of logo design.

This should save you from hearing pointless suggestions later on that could ruin your great work.

We, as designers, have a good sense of aesthetics and we usually know why one logo is better than the other.

However, sometimes it’s not easy to explain that to our client.

That’s why I use the following slide with three logo design principles (again, developed by Sagi Haviv).

"A logo must be appropriate, simple and memorable." —Sagi Haviv

I say this out loud when I show this slide.

Next, I describe shortly each of them:

• Appropriate —Is your logo appropriate for the business?
• Simple —Is your logo simple enough to work in all sizes?
• Memorable —Is it distinctive, so it can be easily remembered?

I also explain that I use these rules when determining what logos would potentially work (I use it as a checklist).

Now, with those two opening slides, I don’t go into showing off the logos yet.

2. Start with objectives

Before you show any of your logo design concepts, you need to start with some basic facts .

You can start by saying something like this:

“Our goal is to design a new identity for Medihuanna, one that resonates better with our customers...”

Your goal here is to remind the client about the goals and objectives of this project or what kind of problems we’re trying to solve.

Here are some of the examples of the reasons why people need a new brand identity.

• repositions you to gain more sales
• increase your revenue
• connect better with target audience

This should have been fleshed out way before you start working—in your first sales call.

So if you follow my other guides on how to develop brand strategy and how to translate strategy into visuals , then you should know by now what I’m talking about here.

By reminding your client about the objectives for designing the logo, you will put them back into the buying mode—which can be a powerful thing when it comes to approvals.

This is also a great way to reassure the client that you understand the problem and you truly want to help them succeed.

Aside form that, it will help you remove yours or clients’ design preferences from the equation.

They will be more likely to settle on a logo they may not necessarily love, but they know it can work effectively for their business.

3. Explain your process

Once I stated the project's objectives, then I inform them about the strategy we took to accomplish these objectives.

Here, you simply want to summarize what you’ve done so far—I usually say something like:

"Before I show you the work, let’s take a step back and review the process to date."

Here I simply refer back to our strategy session and the brief that came out of that.

First, I show them the words that we chose to describe the brand , and next I show them the moodboards we created to express these words visually.

Here I just want to remind them what we’ve gone through together, from initial phone call, through brand strategy, to brand brief with moodboards.

I do this because it’s much more difficult to disagree with yourself than with other people.

So if you remind them about something they said earlier in the process (like during the strategy session), they most likely won’t refute the results of those decisions.

For example, if they chose the word “ credible ” to describe their brand during the strategy session, and then I use colors or fonts to reflect that “credibility”—it's much easier for me to explain my designs.

This whole summary shouldn’t take more than 5 minutes—it’s just a good way to get everybody on the same page .

This will help your client stay objective when you start showing them your logos.

Moreover, it will give your client a sense of ownership—after all, it’s their insights what drove your decisions .

4. Reveal the logos

Finally it’s time to reveal your logos and explain your thoughts behind each concept.

For example, this is how I presented my first logo concept:

"In the first logo we use a minimalist sans-serif font that conveys the simplicity of use and the clarity of our courses.“

First I say this as I show the first slide, which is just the logo alone centered on a white background .

The second slide is usually the logo on dark background and with some photo behind it.

So as I continue going through the slides I'm describing my work:

“To make the logo distinctive, we replaced the dot over the “i” with a leaflet which symbolizes nature and natural treatment that cannabis provides.“

The next—third slide—is a split screen showing the logo on white background on the left and black background on the right.

As I navigate through the slides (3-5 sec for each) I also say a few words about the designs and the decisions I’ve made.

For example, when I reach the slide with the pattern, I say this:

“I designed a geometric leaflet that can be used as an identity element and an extension of the simplistic wordmark”

And then when I go to the next slide I follow up with:

“This leaflet allows us plenty of room for expression, it can be used as a unifying graphic element on all applications.”

Remember that a huge part of successful presentation is your ability to articulate your design choices (the style, fonts and colors you picked).

Here, you can prepare yourself by reading design reviews , for example: I like to read the BrandNew Blog .

This will help you build your design literacy, so that describing your work will become much easier.

Of course, whatever you say it must be backed up by strategy and decisions you’ve made with your client in the past.

So the following few slides is a collection of different mockups relevant to your client. ‍

You should know by now what mockups to use based on the discovery session ( the 6th exercise of my strategy guide ).

However, typical mockups would include something like business cards , envelope , stationery , perhaps a website , maybe social media graphic , a signage and so on.

All the things that your client expect to see the logo on.

Here, it’s important to show a couple of small format mockups like pins, icons, pencils, cufflinks as well as large-format mockups like signage, way-finding, interior graphics, billboards etc.

Your client needs to see how the logo will look like when used in small size as well as at scale—in large format.

Here you can even go beyond of what they would typically use the logo on and add a couple of extra mockups .

That way you can really help them envision this logo in use in real life.

Beginner designers often ask me—how to find best mockups for logo presentation?

There are many places where you can find free mockups , but the problem with that is that they tend to be everywhere just because they’re free.

A much better way is to buy premium mockups —they won’t cost you a fortune, but you will end up with a gorgeous logo presentation.

Alternatively you can create mockups yourself by finding stock photos and then using Smart Objects in Photoshop.

It always try to include at least one or two realistic photos, for example a billboard on the street or on the side of a building.

As I go through these slide, I’m NOT asking for the feedback yet— I simply lead the presentation and navigate through slides while describing the designs.

If client interrupts me, I simply stop them saying:

"Please let me go through all the concepts first and then we can discuss them".

Once I’m done with presenting the first concept, then I go straight to the second one.

As I already mentioned, the ideal number of logos to present is three .

And each of the three logo concepts should be explained on the same sequence of slides.

What it means is that you should use the same mockups for each concept just to make the comparison fair.

Your client will probably reject one of them and then lean toward either one of the other two.

Rarely clients will make a decision on the spot—but that’s fine, that’s why we’re preparing such a beautiful logo presentation.

That way the client can sleep on it, show it to other people and get back to you with some feedback.

So you do the same with the other two concepts—you should have about 5 to 10 slides per concept.

And again, while you’re preparing those mockups, try to describe your thought behind each concept .

For example, this is how I described my 3rd logo concept:

“This concept was inspired by crests that are often being used in logos of universities.”

and then while I go through the slides, I add:

“In combination with the prestigious-looking color palette, this identity portrays Medihuanna as a well-established and respected educational organization.”

When I reach the slide with the mark, then I add:

“Here we retain the serpent-entwined rod (symbol of health) from the old logo, but we refined the shape to nicely sit inside the university-like crest.”

When I’m on the slide with book covers, I talk about typography:

“Using the classic, traditional serifs as the primary font, adds to the heritage, plus it compliments well the sans serif wordmark set in all caps.”

So I just gave you a few examples of what I say when presenting logos to my clients and I hope it gives you an idea of how to describe your logos.

Remember—having a story behind each piece helps you sell it easier .

And finally at the very end you need to add one more slide to compare all three options .

Once I reach this comparison slide, I follow up with a question to release the tension .

A good question you can end your logo presentation with is:

“Did we take a step in the right direction to connect better with our customers?”

After all, I have been presenting for the past few minutes and didn’t let them talk yet.

Now, it’s time to get some feedback.

5. Get the feedback

Once you finished your presentation, then let your client talk but don’t push them to make a decision just yet.

The worst you could say at the end is:

“What do you think?”, or “Which concept do you like?”.

Instead, you should refer back to the strategy and ask them to step into customer shoes .

I usually say something along the lines:

“How do you think John would react to each of those concepts?”

This will help you take the client away from subjectivity (once again) and help them see it through the eyes of customers.

Every time your clients says something like “I don’t like this” or “I like that” — help them get back in the right mindset.

Simply remind them that while you understand that they pay and they must “like” the new identity, we should really focus on the target audience because ultimately it is for them.

We should really think about how potential customers would respond when judging these logo concepts.

Even if your client have some favorite right away, they most likely won’t tell you just yet and you shouldn’t force either.

A much better way is to follow up with something like that:

“Is there one direction that we should definitely eliminate now?”

Usually, clients will come to consensus that one concept we could cross off the list.

Sometimes clients can give you an immediate feedback like “I’m leaning toward the first concept”.

However, I usually want to give them some time to sleep on it and invite them to discuss these concepts internally.

I say something like this:

“I know it’s a lot to digest and you probably want to show it around—how about we regroup in 3 days?”.

By saying that, you will take the pressure off your client and give them more time to make the final decision.

Just don’t leave the meeting without scheduling a specific time to talk.

Whether it be a call or an email, ask them when they might be ready.

Conclusions

When you present your work as a graphic designer , you might feel a bit anxious and insecure , but this is normal.

Only you know the amount of time and effort you’ve put on into designing these logos, so it’s natural to fear the client rejecting them all .

Just imagine your client “not getting it” or demanding changes that will ruin your hard work.

Does it sound familiar?—It happened to me so many times when I was starting my career as a logo designer.

But eventually, over the years I’ve developed this process that makes my logo presentations go smooth .

Not only the logo presentation, but the whole process of working with clients who come to me for logo design.

Starting with the initial discovery call, to strategy session, to execution and presentation—my process allows me to be super effective and efficient.

So if you follow my process of presenting logos, then you should just nail it at first with a beautiful presentation that is hard to reject.

My client picked the 1st logo concept, next we just refined the leaflet a bit, polished the designs and then I delivered the logo artwork and brand guidelines.

You can see the final work for Medihuanna on my portfolio.

Need a custom logo?— Just shoot me an email. ‍

Download my template

Looking to save time create your own logo presentation template ?—Look no further.

Now, you can download my InDesign files —the presentation I've done for Periti Digital (more recent project than Medihuanna ).

For only $29 you can get all the files ( 2.1 GB )—The template is made in InDesign with Photoshop and Illustrator files embedded in it (including mockups and logo files).

Just customize the template, change the logo and branding (colors, fonts)—and you'll be able to use it with your clients right out of the box!

In any case—I hope you enjoyed my tutorial on how to prepare a successful logo design presentation.

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I'm a branding expert and graphic designer based in NY. I specialize in the development of brands: brand strategy, identity & web design. Need help with your project?— Get in touch

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Present logo concepts to your team or client with Milanote

Follow this step-by-step guide to learn the modern process of presenting logo concepts in Milanote, a free tool used by top creatives.

How to present logo design concepts in 4 steps

How you present your design work is just as important as the actual artwork itself. It's here that you get to tell the story and strategy behind your work, not just share the final artwork.

Whether you're presenting in person or remotely, it's important to display your concepts in a way that's easy for others to compare and discuss, and most importantly shows your work in the best light.

In this guide, you'll learn the modern approach to presenting logo concepts and gathering feedback from your team and client using Milanote.

1. Arrange your concepts

Start by uploading the concepts you've designed so you can share them with your team or client. Provide a few examples of the logo in different environments. E.g. If it's a logo for a clothing brand, show how the logo will looks on its own, on store signage and on packaging or wrapping paper.

It's best to provide at least 2-3 different concepts so your team and client can start to debate which one best suits the business.

Create a new board to display your concepts.

Create a new board

Drag a board out from the toolbar. Give it a name, then double click to open it.

Drag files from your computer.

Upload a file or document

Click the "Upload" button or just drag a file onto your board. You can add images, logos, documents, videos, audio and much more.

2. Explain your thinking

Next, include some written notes about each concept. This will help explain your ideas and keep everything in context. Refer to the client's goals you set earlier in the Logo Brief and the visual direction from the Moodboard to communicate the path to this point.

Try to provide reasons why these concepts will provide the perfect visual brand for the client's company. Explain how they embody the brand personality and why they'll appeal to the target audience. Another useful approach here is to show how the logo concepts stand out against the competitors using the Brand Positioning Map format.

Add a note to describe each concept.

Drag a note card onto your board

Start typing then use the formatting tools in the left hand toolbar.

3. Share with your team or client

With any creative technique or project, it’s important to be open to constructive criticism. Now that you've prepared the initial concepts, it's time to ask for specific feedback. Share the board with your team or client and get together to choose a final direction.

Share the concepts with your team.

Share a read-only link with others.

Click Share in the top right of your board. You can add a Welcome message for viewers, allow comments, set a password or embed the board in another app or website.

4. Agree on a concept

Ensure that everyone involved agrees on the concept direction before you start finalizing the logo artwork. Try to keep the conversation focused on the strategy behind the logo rather than discussing just the visual aspects. Consider how the logo addresses the goals, audience and requirements. Lastly, make sure you stay open to suggestions and improvements and try not to take criticism personally.

Start a conversation about the options.

Start a comment thread

Drag out a comment from the toolbar on the left and place it on your board. Other editors can reply to your comment.

Mention teammates to get their attention.

Mention teammates to get their attention

Type '@' in any text field to mention someone who has access to your board. They'll receive a notification and be able to respond to your comment.

Mark your favourites using reactions.

Add emoji reactions to your content

Select an image or note and choose "Add reaction" from the left toolbar.

You're done!

Hopefully at this point, one concept stands out as the obvious choice. Or perhaps this process has uncovered some valuable, clear feedback that will help you improve the logo even further. If you're just starting this process, use the template below to organize your logo concepts or read our full guide on How to plan a logo design project .

Start organizing your logo concepts

Get started for free with Milanote's easy to use logo presentation template.

Sign up for free with no time limit

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• Graphic Design

How to do a great logo presentation for your clients

• BY Bogdan Sandu
• 12 April 2023

When you design a logo, you might think that the entire process is all about designing. However, there is also another important element when you want to deliver a project, and that is a strong logo presentation .

You might feel really confident about the way you do your work but when it comes to presentations some of us might be anxious.  Presenting your logo can actually be the most important step of the logo design process .

Sometimes graphic designer fails to communicate well and understand exactly the client’s needs and this results in confusion and undesired redesigning efforts. One of the key aspects when creating a logo is to take your client into confidence. They don’t know what colors to choose or to give certain guides but still a client will be part of the design process because in the end they give the final approval!

How to present a logo

Make it look professional

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Logo Presentation Template

Present your design ideas with confidence and make your clients fall in love with their new logo.

Trusted by 65M+ users and leading companies

About the Logo Presentation Template

This Logo Presentation Template helps you create the right context for your logo ideas and give them compelling backstories. You can use it to create presentations for your clients, colleagues, employees, or partners.

Help your audience recognize the relatability, beauty, and versatility of the new logo at a glance. Delight them by showing how it can help their brand become more recognizable and attractive to their target customers.

How to present a new logo

Sending over a PNG file with a logo on a white background won’t impress your clients — giving a stunning presentation will. Instead of making your clients wonder why they should change their branding at all, you can tell them a captivating story with your slides.

Delivering your logo design ideas in a professional way allows you to:

Highlight your expertise and skills and make your clients trust you and your design solutions more.

Convince your audience that the new logo is more compelling and won’t go out of style.

Show how the new logo can be used in different situations and on different media.

Help your clients overcome doubts and cut ties with the old brand identity.

What should be included in a logo presentation?

You don’t want to just present your logo — you want to amaze your audience and make them love the new concept. You can use mood boards or style scapes to convey the mood and show your sources of inspiration. It’ll add depth to your logo presentation and make it more emotive and engaging.

Your clients may have questions about the new logo applications, and you can answer them even before they arise. Add mockups to your presentation to demonstrate the new logo’s potential and how it will “behave” in real life. Put the new logo on merchandise, mobile apps, billboards, or public transport, depending on the niche and scale of your clients’ company.

How to use the Logo Presentation Template

Save time with Miro's easy-to-use presentation maker . You can prepare and assemble a pixel-perfect presentation in less than an hour, especially if you already know how you want to structure it. You can even use other Miro templates for brainstorming to speed up the ideation process and find more logo ideas with your team.

Step 1 . Prepare your mood boards, mockups, and other assets. Choose up to three of your boldest and most contrasting ideas. Make sure your logo works equally well in all sizes and on different materials, and outline the most important logo usage guidelines.

Step 2 . Choose this template and start customizing it. Add your branding, copy, and visuals. Show your logo in different sizes and on white and dark backgrounds. At this step, you can invite your colleagues to collaborate and share their thoughts on how formal or informal the presentation should be or how many slides to include.

Step 3 . When you’re done editing the template, switch to Presentation mode . It’s a full-screen view that lets you see your presentation exactly how your clients will see it, so it’s a good opportunity to spot and fix any minor mistakes. You don’t have to download or install anything to give a presentation — just always use Presentation mode whenever you need to use your slides.

The dos and don’ts of logo presentation

No matter how great your new logo is, the way you present it still plays a huge role. If you want to impress your audience, make sure to follow these best practices.

The dos of logo presentation:

Present your logo concept in person . You don’t want to distance yourself from your creative work. Presenting it in person also allows you to connect with your audience and address their concerns.

Show how you’ve arrived at the idea . Give your audience a glimpse of your design process and explain what influenced your decisions. You can also include their buyer personas in your presentation to remind your clients what this logo is for.

Explain why the new logo is better . Is it more relevant? Is it more memorable? You don’t have to make a side-by-side comparison, but it makes sense to list your new logo’s advantages using, for example, bullet points.

There are also some common mistakes to avoid.

The don'ts of logo presentation:

Don’t overwhelm your clients with too many ideas . Narrow down the list of possible design choices before you show it to your audience. Ideally, you should present no more than three of your most interesting design concepts.

Don’t assume your clients have the same aesthetic taste as you . Try to stay objective and explain what makes a great logo, why the new logo will work better in different situations, and why it’ll resonate with their target audience.

Don’t overexplain your logo . Avoid making your slides text-heavy — use mockups and other visuals to get your point across. Also, instead of defending your idea after the fact, try to predict your clients’ objections and handle them right in your presentation.

Who should give a logo presentation?

You can present your logo designs as a team, but it’s always better to have one person do most of the talking to help your audience focus. If you are a design agency, usually, it’s the art director’s job to present finished design projects. In any case, you need to position yourself as an expert and build trust with your clients — it’ll also help you justify your price tag.

What makes a terrific logo presentation?

When you present a logo, you need to avoid subjectivity and focus on the practical tasks you’re solving with your design. If your clients see that your design can help them attract a new target audience or increase revenue in some other way, they will grow to like it. Also, don’t ask for feedback right away — give them some time to digest your creative logo designs and discuss them with their peers. This way, your presentation will be impactful but not pushy.

Get started with this template right now.

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• Bahasa Indonesia
• Logo design

How to create an effective logo presentation

Designing a logo isn’t only about design. There is an equally important element to delivering a project — a strong logo presentation. Chances are that you feel pretty confident with your work, but most of us feel anxious when it comes to presenting it. Logo design is also associated with product placement at a larger scale.

It is often the case that even experienced designers lack the necessary knowledge to make a compelling presentation. Well, the truth is that there’s nothing complicated about it. We’ve compiled five simple things that you need to take into account to make a successful presentation.

1. Guide the client

Before even looking into the presentation, it is crucial that we take the right attitude towards the process of presenting the finished product to your client. For this you may need product mockups. Designers often ask for the client’s verdict before they’ve given a comprehensive description of the work they’ve done.

Let’s look at it this way. You’re much more proficient in the field of design, compared to, say, an executive. Before asking him what he thinks about the design, guide him through all of the artistic decisions you’ve made in order to create the high-quality logo that he’s looking at. This is why presentations are crucial. Now, let’s look into the points you need to make when delivering a logo for your client.

2. Tell an intriguing story about the process

Conveying emotion is central to communication. The voice is an essential medium that gets the job done. Use your voice to tell your customer about the concept behind the final product. Don’t just shoot him an email with 15 different versions of the logo and drop two lines of boring text along with it. Big mistake!

Imagine you came to the jewelry store to buy your significant other a gift. The consultant asks you about what you’re looking for and then simply pulls out ten items in front of you and then just silently stares at you. No additional information. Nothing. Nada. They’re all beautiful pieces of jewelry, but they’re not presented as they should be.

The moral of the story? Always try to give your client a presentation in person, if that’s possible. Optionally, you can use Skype or any other service that lets you make a video call. Another important reason why you should seek verbal communication with your client upon delivery is trying to collect sufficient information about the revisions that need to be done.

Pro tip: Consider sending the presentation a few minutes after beginning the call, instead of just mailing it immediately. This helps in building up some extra anticipation.

3. Make a presentation that has the right amount of text

We’ve previously said that your presentation should be presented orally, but that mustn’t exclude cleverly used text. In case you’re going to make a slideshow in PowerPoint or Keynote, don’t hesitate to use some follow-up text, wherever you feel like it’s needed. If you're making a logo for a conference, you may need software to manage your conference. There a tones of free PC software download sites with great programs which can help you along the way.

This is where you may need the use the help of a specialist. Asking a copywriter to craft a few strong sentences will most definitely help the presentation shine. These people do this for a living, so consulting a writer will certainly be an asset to your goal. Additionally, you could simply write your own text, and let an experienced editor go through the written material, and work his magic on it. There are now websites where you can find editing service reviews so that you can rest assured that you’ll find the right person for the task.

4. Prove that the logo is eye-catching

Try presenting the client with 3-5 variants of the final logo. Don’t go overboard, because choice makes us unhappy. Select the best-looking and the most versatile iterations. One of them should be a single color version, to stress that it looks well in small sizes.

Considering that the emblem you’re working on will be used on a wide array of objects, it is crucial that you show your client how the logo remains consistent throughout different parameters.

Your primary intention with placing the design on various surfaces and objects is helping the client understand how it will look in real life, which adds extra depth to your presentation. How about making a mockup of the logo on an iWatch, a t-shirt, or a bag, for instance.  

5. Collect feedback when you’re done

Despite not being a part of the actual presentation creation process, it’s imperative that make sure that what you’ve delivered satisfies the client’s needs.

Although this process mostly relies on the client, it is also your responsibility to pick up non-verbal cues and try understanding his emotions. We don’t want to force our customer just to accept the design. We want him to love it. This is why investing a little time in a small revision will count as “going the extra mile.”

Sometimes, clients will find it difficult to give you feedback immediately, or they might find it complicated word the content of their feedback correctly. Be patient and try helping them. You are a professional in your field, which is why you know better what people feel when they see a design. A great way to help your client is by asking the right questions. “Why?” helps a lot! By trying to find out the reasons why the customer isn’t happy with a particular element of the design, you’ll be able to define better and understand their needs. Moreover, that’ll make revisions clearer and quicker. Being attentive to your customer's needs will get you more clients.

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Why present, instead of email?

I never email logo concepts to clients without first presenting the concepts. Live presentations (whether in person or via ZOOM) are critical for several reasons:

• It gives you the chance to explain the logic and insights that drove your creative decisions
• It allows you to educate the client while presenting (most clients need guidance on what makes for a good, and consequently a bad logo)
• It helps build rapport with the client and stakeholders
• It reassures the client that the design concepts are not random expressions of your subjective preference
• It allows you to show the concepts in the order and manner you choose
• It enables you to gauge the temperature of the room and gain feedback in real time
• It gives you the chance to defend your design decisions when met with pushback, if needed

Build your design vocabulary

A huge part of the presentation is the designer’s ability to articulate the design direction, the decisions made, the style of design, and the usage for the logo. Reading books, forums, reviews, and blogs about design will help build our design literacy.

The Presentation Flow

Every time I present logo concepts to clients, I follow the same general flow of presentation.

Step 1) Pre-Framing

Pre-framing is a tactic of preparing your clients frame of mind before you show them your logo concepts. Before revealing the logo concepts, I like to remind the client of two things:

1. What a logo is. A logo is not communication, it is identification. It shouldn’t try to say a whole lot. It is best to think of a logo as an empty vessel that meaning can be breathed into over time, with consistency of use and follow through on the brand’s promise. When you try to communicate too much with a logo, it becomes too busy and distracting. Helping clients understand this will answer the notorious question/objection before it comes – “I don’t get it? What does it mean?”.

2. How we define good (and bad) design. Logo design has a bit of subjectivity to it. Who is the standard for what good and bad design is? When we see a good logo it’s difficult to explain why it’s good. We just kind of know it when we see it. Same goes for bad design. However, it’s not as arbitrary as you might think. There are some basic rules for what constitutes a good and bad logo. During Discovery I like to share a short video from the Futur featuring Sagi Haviv regarding the 3 rules to a good logo (I add a fourth rule). At the beginning of the logo reveal presentation, I remind them of the rules which, for us, act as the filter through which we determine what designs would work for their project.

Pre-framing takes only about 1-2 minutes, and I show them these two slides…

Step 2) Objectives and Strategy

Now that the ground is laid and the client is aware of what to expect for the logo presentation, I remind them of our objectives for designing the logo, and the strategy we took to accomplish their objectives.

Objectives need to come from the client – not the designer . It’s important for the designer to understand the client’s need for a logo design or logo redesign, and the need must be deeper than aesthetic preference. Objectives are uncovered during Discovery. Maybe they are trying to tap into a new market. Maybe their logo isn’t able to move with them into the future. Maybe there have been organizational changes and they want to communicate change through a fresh identity. Reviewing objectives not only reassures the client that you understood the problem to solve, it also removes their design preference from the equation. Most clients are willing to settle on a logo they don’t personally like, so long as the designer can clearly articulate why the logo meets their business objectives.

Strategy needs to come from the designer – not the client. Once I restate the client’s objectives for the logo design, I inform them of the strategy we took to accomplish their objectives. I inform them with words, first – then showing them how those words are expressed through the concepts we created. It’s critical to build the case for your strategy before you show the execution.

(Example from an actual presentation)

Step 3) Review Insights from Discovery

The logo concepts we come up with are a byproduct of the strategy we develop. The strategy we develop is the byproduct of the Discovery session. Discovery is a facilitated meeting lead by the designer for the purpose of uncovering insights that will inform the creative team on what and how to design.

The last step before revealing the logo concepts is to remind the client of the insights they gave you during Discovery. This reaffirms the fact that the logo concepts are just as much from them as they are from you. It gives the client a sense of ownership of the concepts since their insights are what drove your decisions.

Step 4) Reveal the Logos

Show only three logos. Even though during the creative process we may sketch or work on dozens of logo concepts, we typically only reveal up to three and no more. Showing too many concepts can be overwhelming and cause paralysis, making it more difficult for the client to choose. It also cheapens the design for each concept you show. When you narrow down your concepts to three, it reinforces the idea that these are the top three strongest choices.

Show one logo at a time. Instead of showing all the concepts together on one image, I focus on building a single case for each concept. Showing one logo at a time helps the client focus on the logic and the story, rather than their personal preference. If you start by showing them multiple concepts at once, their eye might naturally be drawn to the one of their personal preference – hindering them from hearing the case and logic for each logo.

Show the logo in context. In everyday life, you never see a logo by itself on a clean white background with no other distractions or surrounding elements. You always see a logo in context of something it’s placed on. During Discovery its important to identify what context the logo will be used in, then show the logo concept in those contexts. It changes a design when you see it on an application rather than on a simple white background. Remove as much guesswork as you can, filling in the mental gaps your client will have when they see your concepts.

(From the ZND Residential Example)

(Other Samples)

Step 5) Gain Feedback

After you reveal your concepts, building a case for each logo, ask your client to share their initial thoughts. “What are you thinking? How are you feeling? Which one feels right, based on the objectives and strategy?”

Don’t put pressure on the client to make a final decision on the spot. Reassure them that they will have time to make their determination (how long depends on how you structure your timeline). However, gaining their initial feedback during the time of the presentation is important. Document what they say by writing notes on each concept they comment on.

In my opinion, the more people in the room during the presentation the better. With more people it is easier to gauge consensus as people start to speak up. They will collectively start building a case for the popular choice, and landing on a decision will be quick. When there are only one or two other people in the room, there tends to be a bit more hesitation because they do not want to make a wrong decision. People thrive off confirmation, which is why you’ll hear “I love the concepts. Send me the samples and let me think about it over the weekend” (AKA – let me show a bunch of people and get a vote). Larger companies know better than to get cheap opinions from non-professionals – especially those who weren’t present for the Discovery session and have no insights into the strategy. However, even if this does happen, so long as you have done a good job articulating your case for each logo and demonstrating how the concepts are a direct result of their objectives, a few outside opinions won’t hurt. It is extremely rare when a client is unhappy with any of the concepts and asks for another one when you present well.

• Never email logo concepts, always do live presentations.
• Develop your design vocabulary so you can effectively articulate your concepts.
• Follow a structured flow for your presentation
• Pre-frame your client’s mindset before the reveal
• Remind them of the objectives and inform them of your strategy
• Review the insights from Discovery that informed your design decisions
• Reveal the logo concepts. No more than three, one at a time, and in context.
• Gain feedback

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10 Examples of a Professional Logo Presentation

Logo presentation, and leaving a great first impression is one of the crucial moments in every successful project. Your design may be solid, and you have researched it thoroughly. Still, if your presentation isn’t professional, you can have overly negative feedback. Every designer needs to have multiple logo presentation templates for every occasion and type of project. Here are some of the best examples that can make an impact on your workflow.

1. Blurred Background Image Logo Presentation

Here is one of the most straightforward ways to present your logo. Find an image that is related to your logo in some way. It could be a similar design idea, complementing shapes, or colors. Additionally, a great photo or an image will help you set the right mood. You can find thousands of royalty-free stock photos on websites like unsplash.com . All you have to do then is to apply your logo. Consider adding a blur effect on the background image to concentrate attention on the logo itself.

2. Visual Explanation of The Logo

‘How did you come up with that?’ is a question many designers don’t like to hear. It isn’t very enjoyable to explain the whole process or a moment of inspiration when it comes to creative work. By presenting your work this way, you will be able to avoid that situation. Here we have an example of precisely that. The designer presented a primary logo, an inverted color logo, an outline grid, and a simple visual explanation with essential elements.

3. Inverted Color Options Presentation

Here is an option you can use that works excellent for mascots. Also, you can use it for logos meant to be used on various color backgrounds. This particular designer added just a bit of a drop shadow effect to make a mascot ‘pop’. On the right side of the screen is a mascot on a darker background, and of course, a color palette.

4. Multiple Logo Variations

Can’t decide which version of the logo looks better? Simply lay them all out on the artboard and let the client decide. This style of logo presentation works well if you already have to design multiple variations or styles (vertical, horizontal, inverted color, badge, etc.)

5. Background Logo with reduced opacity

Similar to adding a background image, adding the actual logo to the background will look even better. Scale the design, reduce opacity, and send it to the back.

6. Colored Bottom Line with Color Palette

This is one of the most straightforward ways to get away from the blank artboard. Present a nice and clean logo design is adding a colored bottom line. Not only that, but it can provide contrast and serve as a creative way to present the color palette used.

7. Logo Wireframe Presentation

Geometry is an essential factor when it comes to designing a logo. Then why shouldn’t you show how carefully planned out are your designs? It will help you show your work in a much more professional way. Feel free to make a beautiful logo presentation, with a finished product and initial wireframe right next to each other.

8. Sticker Bomb

Knowing where and how your design is going to be used is a big part of the process anyway. In this case, it is in the form of a sticker. Take that opportunity to present it as a sticker bomb. It will look more natural, and your client will love it!

9. Logo Sketch

With a sketch of the logo with gridlines, 3D looking mockup, and simple white on black background, this logo presentation has it all. Keep in mind that sometimes less is more, and to use this way of presenting sparingly.

10. Hand Drawn Logo Sketch Presentation

Designers sometimes argue if sketching out your logo by hand first is necessary. Even more, if your client should ever see your sketches and initial ideas. However, this is the way to go if you are on an extremely tight schedule, or have to work with superficial information. It will help you get started and test out which direction to take before you fully commit and deliver a final presentation.

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Logo Generator Online / Blog / Logo Presentation. How to Present a Logo

Logo Presentation. How to Present a Logo

Create your own logo with Turbologo logo maker. It takes less than 5 minutes and no design skills needed.

When you have finally got what you have been looking for you want to show it. If you are a business owner you show it to staff and investors first. If you are a staff member you are likely to show it to the boss and being a designer means that the first one to see your creation will be your customer. By presenting a logo, you can conclude a profitable bargain and increase the whole company’s income. Or you may lose everything you’ve been hoping for. The current article is dedicated to how to present a logo successfully to your clients.

Taste matters, not a vessel

It would look weird if people would try to taste a drink by looking at a bottle. However, that’s just what you do by demonstrating your logo on a white background. Have a look at Coca-Cola. You can see a bottle, a vintage inscription, and a logo at the same time. And you don’t buy a bitten apple, but a gadget with the cool logo . Three Adidas stripes are nothing without stylish sneakers where they are depicted.

Never present the logo alone. Be sure to use some outline mockup. Show your customers how exactly a logo would look like being applied to some product. Make some card samples. Come up with a concept of a huge banner on a football field. It is the only mockup that enables you to run a smooth logo presentation to a client. Mockups make logos look real.

Final logo recognition often depends on ad funding. It is quite possible that some far less famous company produces just as delicious drinks as Coca-Cola. And their logo could be of high quality too. However, such companies are no match for the marketing power of megacorporations as it is rooted in abundant advertisement funding.

How to make a perfect presentation

After you’ve selected some plausible images for logo mockup, you’d better pay attention to a presentation. You might start with a hexing as most programs feature this function. Its function is to mark a slide so that you could allocate all the elements in a pleasant manner. Thanks to that tool, all the info comes according to a sequence. Mark margins and workspace with arrows. Ultimately, the net caters for legibility and clearness. 

Don’t forget to allocate text in a proper manner. It must be apt and clear too. Paragraph division greatly improves the reader’s perception capabilities. Paragraphing is meant to structure a text thus implementing its meaning. Be sure to illustrate a given text with some relevant pictures.

Headings are also important for a structure. Always separate it from the text and some random illustrating phrases. It is a good idea to use a different font and size too. But don’t make every heading differ from any other headings in terms of style. Choose one bold font type for a heading and one ordinary type for a text, it is quite enough.

Logo presenting ideas

Adding animation to your presentation would be a fresh move indeed. It will make it interesting and even alluring for a customer. You might want to resort to professional animations templates to pep up the graphic aspect of your presentation. You can use some animated photo materials or video footages as a background for slides. However, watch your materials carefully. They must be free to use by their owner or creator. It is piracy otherwise. Also, be sure to choose something of neutral style, so that it doesn’t contradict with your logo style.

Pay attention to screen resolution as well. It must match the resolution of the slide. Square displays are obsolete. The only acceptable option today is the 16:9 ratio. It is required to depict images via smartphones, monitors, and even projectors. 

I’m a product and graphic designer with 10-years background. Writing about branding, logo creation and business.

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Top 10 Tips for an Effective Logo Presentation​

Top 10 Tips for an Effective Logo Presentation

Creating a logo design is one of the most important steps of building your brand, and yet, it can also be one of the most tedious and complicated aspects.

A logo is not just some combination of fonts , graphics, and colours.

It is what symbolises and represents your brand to the point that it becomes even more recognisable than the name of your business itself!

This is precisely why ample time and extensive efforts should be done in designing the perfect logo that would reflect your brand’s identity and values .

If you are just about to start crafting or perhaps redesigning your brand’s logo , make sure to keep these ten essential tips in mind for an effective logo presentation .

Table of Contents

1 – Follow the right logo design process

As with every other essential aspect of planning your business, you should also follow the step by step process of logo design.

The logo design process is as follows:

• Design brief
• Sketching and conceptualising, with some reflection in between
• Presentation

Following this process ensures more success in landing the perfect logo presentation, as opposed to just going directly to the drawing board and then calling it a day.

Of course, you can likewise develop your process but what remains essential is following a procedure.

Taking things step by step guarantees that all criteria in proper logo presentation are being followed to make sure that the final result includes nothing but the very best elements representing your brand.

2 – Keep it simple

In looking for tips on the best logo designs presentation, you will often find “simplicity” at the very top of the list.

Keeping it simple is one staple tip for a logo design then and now, and for a good reason.

Keeping it simple allows the focus to be solely on the essential elements representing your brand, making it even more memorable.

Unnecessary, flashy elements would just distract your target audience from your brand message , and it may even cause your logo to look tacky and tasteless.

A perfect example of a simple and on-point logo is Nike.

It ranks among the best and most recognisable logos in the world, representing the largest sportswear manufacturer with just one iconic swoosh.

3 – Make it relevant to the brand

What is your brand all about?

What’s the message you want to convey with your logo?

The best way to go about this is to create a mood or inspiration board before proceeding to design your logo.

Also, come up with different adjectives that you want to be associated with your logo presentation and brand identity .

Don’t just include fun or colourful graphics and fonts for the sake of doing so.

Consider what your brand and business are all about and come up with the design in line with your overall identity.

4 – Think about the colour combination

Part of your logo’s overall visual presentation is the colour combination used.

There’s a whole science dedicated to different colours in logo design , and it is best to be fully aware of it before you come up with the different shades you want for your logo.

Here’s a quick summary of the psychology behind colours:

• Green: organic, instructional, growth
• Red: sexy, bold, energetic
• Blue: trustworthy, tranquil, professional
• Orange: friendly, creative, youthful
• Brown: steady, historical, rural
• Black: powerful, credible
• Purple/Violet: wise, evocative, spiritual
• Pink: flirty, fun
• White: clean, simple, pure
• Yellow: optimistic, sunny, inventive

Even just one colour can quickly transform the message of your logo presentation .

Naturally, it is essential to take into account colours that go well together but what’s more relevant is to choose the hue that best reflects your brand’s message in a way that would appeal to your customers.

5 – Study trends but be unique

For every generation of logos and businesses, there are notable trends that can be derived from every one of them.

There’s been the minimalist approach, the vintage look, using only the brand’s name or perhaps just a symbol or image, and so on.

While it is undeniably essential to study trends and fads in logo presentation, don’t just fall into the trap of following cliches.

Don’t just merely rip off what’s current or trending, instead, always strive for uniqueness.

Sure, you can integrate one or two elements of these trends but be sure to make it your own unless you want to end up with a logo that “looks like this and this brand.”

6 – Tell a story

Logos, as with photos and images, must tell a story to be more compelling.

It should not be just a fun-looking and straightforward illustration.

An excellent logo presentation should be chocked full of meanings, both overtly and hidden.

Each element of the design included should also stand for a particular company value or brand identity.

This includes the colours used, the typography, the positioning, even down to the shapes and images, if any.

It should convey a feeling that’s unique to your brand – one that your customers would remember and something that would drive them to be drawn towards your name.

7 – Consider proportion and symmetry

Proportion and symmetry come in handy during the construction of logo designs .

It is about crafting a well-balanced logo using different elements of design, which would result in a visually appealing logo that won’t come off as something that’s randomly illustrated.

Famous logos such as that of Twitter and Apple are comprised of consistent and measured curves and arcs, resulting in a slightly whimsical but highly proportioned and symmetrical design.

8 – Make use of negative space with double entendres

Inserting double entendres is an excellent way of making use of negative space in logo presentation.

Do you know that there’s a hidden arrow found within the design of the FedEx logo ?

Do you know that the number 31 can also be found in the Baskin Robbins logo presentation, signifying the 31 flavours that it has?

These are just some well placed hidden design elements that give off double entendres and efficiently make use of negative spaces at the same time.

Not only do you utilise the available space and make it more meaningful and symbolic for your brand, but it is also quite impressive to add a not-so-hidden element of design into your logo as well.

9 – Aim for design flexibility

In choosing a design for your logo, go for something that’s flexible and can quickly be updated and revised in the future.

By flexible, it means that your logo can be used for different purposes (e.g. billboards, print, merchandising, marketing materials , etc.) without losing its primary elements.

Design flexibility also comes in handy in redesigning and updating your logo , especially when the time and demand call for it already.

Take for example the logo of Adidas.

It has undergone several iterations through the years that the brand has been in business, and yet it has managed to maintain still the three stripes and the font for which is popularly known.

10 – Design with the customer in mind

One of the critical mistakes of designers and business owners is designing with their interests in mind and not that of their customers.

If you are designing a logo for children’s toys, then a minimalist black and white logo may not be the best way to go.

Even if that is aesthetically pleasing to your eyes.

Your logo should effortlessly and immediately connect with your customer at first glance.

Just merely establishing that connection could already do wonders for your business.

It may be somewhat hard and exhausting at times, but arriving at the perfect logo to represent your brand is well worth it, especially over time.

Think of it as an integral part of your business’ foundation on which you will build your brand’s identity, and you will realise just how vital it is to exert your best efforts in designing it.

However, don’t worry, given these crucial tips in mind, you are sure to come up with the best logo presentation for your brand .

Stuart Crawford

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