Last updated on July 9th, 2019
To fully convince a client of the usefulness of a logo design in business is not an easy task as it seems. Like designers, clients also come from various backgrounds. They carry their personality traits. But most importantly, many of them do not know how a professional logo design should look. This is where a designer struggles at the time of making a logo presentation to such clients.
Since clients may not have a sound knowledge of logo designing, they readily disagree with a designer’s work. They cannot judge wrong from right when they are shown a logo design. And they shouldn’t be blamed for this.
But that is precisely the reason why logo design presentation matters to both the designers and clients. At the same time, just any casual presentation is not going to work. If the client is not satisfied, the designer will not get the approval and the final payment. Worst, the project can go on dragging for many more weeks and even months.
So, what should be a winning presentation outline look like? That is the question many designers struggle with. Well, we cannot say that one tailor-made solution will fit all. The fact is that you have to design your own effective way of presentation. But there are some basics to follow.
Considering that, Designhill, the leading marketplace for graphic designers and clients, though it fit to organize a webinar on this issue. So, on May 23, the marketplace came out with a webinar on the topic — How to Structure Your Logo Presentation. Ryan Hayward, a specialist on the issue, was the guest speaker.
He is the CEO of Pitchproof — a dedicated platform tool for logo presentation. During the question-answer session, many designers asked Ryan to offer tips from his own experience so that they can have some effective solutions that can resolve presentation issues.
Ryan addressed many design presentation problems that designers confronted with and pointed out the common mistakes they make.
Here Are The Excerpts From The Much-Awaited Webinar
Q1. What to include in your presentation?
First, the designer should start with an overview. When doing this, summarize the brief that the client provided you at the time of assigning the project. Then, outline the project’s objective.
To ensure that the client recalls the objective, give a rundown of the problem that the logo design solves. There is always a specific reason, which is the client has a problem that needs to be addressed. So, share the issue you are solving.
Explain The Use Of Typeface And Colors
You should also feature your work. Do not just send your logo file to the client and then ask him to pick A, B, or C. The point here is that you need to pitch and sell your work. The clients want to see what you have done and how you have done it. They want to know why a particular concept is going to work for their brands.
For this reason, I will hardly recommend mockups for the purpose. Instead, during logo presentation, show examples from real life, how the design is going to work in the real world.
Next, I would like you to highlight the typeface. As part of your presentation outline, show why you are choosing these fonts. If you’re using a Serif or Sans- Serif fonts, tell the reason for it.
If you are using the Comic Sans for some reason, convince your client with the reason. Everything in your logo presentation should be transparent. Show the client the decision you made to get up to the point.
Then, show off the colors. You need to explain why you chose those particular colors in your logo design. So, if you choose red, blue, or yellow, tell what they represent. Here, a handy little tip is to mention what the client has indicated in their brief.
They usually describe their company in words like we are fast paced, or we are vibrant, etc. Link these words back to the colors. This way, you can sell your design to the clients.
Finally, make sure that you ask targeted questions. I see many designers making so many mistakes on this aspect. Many of them end their presentation by asking the client ‘so, what do you think,’ ‘what logo design do you want.’ You should be asking targeted questions.
This is because by asking common questions, you will get generalized feedback that will not help you progress quickly. If the client comes back to you and says, “I like this design or do not like that one”. In the case, you need to find out why.
Q2. What targeted questions should we ask?
The key here is to be specific. Do not ask questions like — do you like concept one, concept two, etc. Instead, be super precise. During the logo presentation process, ask questions like — what is memorable about the design? What could be removed to make this simpler? What are the necessary features that are missing? What thing is clear, and what is confusing? What problems do you think the design solves?
Q3. What step do you follow when you are stuck in your project?
If the client is slowing and you are not getting anywhere, then ask the client for the feedback. In your contract, make sure that everything is clearly written. You should set up the agreement before you begin the project.
For example, the contract can mention that you are going to provide three concept rounds. Any more concept rounds will cost the client extra amount of dollars, and the same with the revisions.
You can say that you are going to provide three revision rounds and any additional round will cost extra. So, I guess that will encourage the client to make the design process shorter for you. And, again, ask for targeted feedback, which will make the design process further shorter.
Q4. When to leave more white space around the design?
I present my design with a white or color background as per the standards at the time of logo presentation. Then provide the context and application, which are mockups. So, if they are a bigger company, show how the logo will look on a billboard.
If it is a local dry cleaning business, show them the logo on the side of a van which they use. In your presentation outline, the more you can indicate a client how the logo can actually be used the better.
Q5. How do you sell the design you like the most to the client?
I will say — put it at the top of your selling list. You should then highlight why that design works better than the others. At the end of the day, whatever you present, you need to be happy with. So, if you want them to pick the number one design, then do not present number two or three if you are not satisfied with them.
Q6. Can we export the design into the PDF?
I will say that you simply cannot. This is because we should move away from the PDF as it is not good for logo presentation.
Q7. Are there any varieties for background in a logo design presentation?
When you are in the process of logo presentation, try to show as many varieties of backgrounds as possible. This way, you can show that the logo is versatile, and it can be used in multiple scenarios.
Q8. How many variations of logo design should we present to the client?
In my opinion, you can present as many variations as you think is applicable to sell that design to the client.
Q9. How many changes you allow the client for free?
Three revisions is industry standard. So, I would also advise you to write in your contract that you will do three revisions for free and then any more reviews will cost more. You need to be just straightforward with them.
If you have a long lasting client and they want some small changes, and then surely do it consistently to maintain that healthy relationship with the client.
Q10. What color and fonts do you prefer?
That depends on the project. There is no specific color or font that I prefer for design presentation.
I usually do not show colors in the further rounds since it is so subjective, what do you think?
Yes, that is great! It depends on the brand. But do not include color in the first round of presentation where the focus should be on the idea. They might focus on color and not on the concept right away. Know that their idea is best for their business.
Q11. How many mockups can I use in a logo presentation without irritating the client?
I reckon five mockups is a good number. It seems to be a pretty standard number for a ten-minute slide show.
Q12. How to change the mentality of the stubborn client?
Sometimes, the clients insist you to design a logo that you do not agree with. Again, it is about establishing your relationship with the client. But at the end of the day, if they are paying to do the design, do it.
After all, there is no point in dragging that logo project for the next ten to twelve days when you can shorten it in next ten to twelve hours. So, be clear about the changes before doing your logo presentation.
Q13. How to present my design on portfolios like Behance, Dribble, etc.?
I will suggest you to use mockups, show context, and show the value of the design to clients. And, document the design process.
Q14. What is the perfect place for portfolios?
Dribble is an amazing platform. I remember when I ran three projects when I started and then I did five projects within a few days. So, I recommend Dribble but do that consistently in order to get yourself trending out there.
Q15. What is the best way to advertise your work?
Social media. Use Instagram, Dribble, and LinkedIn. You should start looking at new platforms as well.
Q16. Where do you get the inspiration to design these logo presentations?
The inspiration comes from just watching previews and other presentations. I used to send emails to the designers to find out how they present their work. That is how I learned the design presentation from them.
Q17. Do you apply down for payment before working for a client?
It depends on the client. Typically, it should not be a problem. I get it down to 50% down payment. That is the general rule of thumb.
Q18. Why did you decide to jump into graphic design?
It was always a natural step for me. As a kid, I would merge two things on Photoshop. Then, as I grew, I started taking part in logo design contests and won a few of those.
Q19. How do you keep up with the logo design trends?
The logo should be working for eternity and not just for a year. So, a trendy logo might not work for the client, and it might not last the client very long. Better, figure out what is timeless in design rather than what is trendy.
Q20. How do you define time to spend on your logo design?
I track all my time. I work at a set price right from the design projects. I track my hours spent on the project so that I can be paid my hourly rate.
These are the main points that emerged during the conversation with Ryan Hayward. We can say that to be aware of the presentation tactics is as important as is to know about a logo maker tool that can make your design work more manageable.
If you are from the designer community at Designhill, you probably know about the presentation issues and know more now to solve your presentation issues. This platform is home to freelancers who can find hundreds of new design assignments in all categories.
During the webinar session, Ray Hayward advised designers to avoid some common logo presentation mistakes. He suggested to give first an overview of the design and then elaborated on how the design is going to work for the client. Show why that particular typeface and color in the design is essential and how it conveys a brand message. He also advised designers to ask targeted questions and not the general ones to clients while presenting the design.