One of the key aspects of creating a logo is to take your client into confidence. Clients are usually not well-versed in graphic design. They are not supposed to know the nuances of the design. It is a professional job that is the domain of graphic designers. But clients are part of designing their logos as they are the customers and final approvers.
Although logos are meant to serve businesses, still it is the designers who understand which logo is good enough to convey a brand message of a particular company. A client at best can respond with clear yes or no about a logo. But the client is not in a position to explain as to what is wrong with a logo or what are its chief beneficial features.
At that time, it is the job of a logo designer to explain why that business symbol is the appropriate one for the company. So, it is not sufficient that the designer is satisfied with the logo design. More importantly, the designer must make the client see the usefulness of the design and how it will help in building a brand identity of the business.
Clearly, convincing the client about a logo design is a matter of communication. A logo designer must be equipped with the art of communicating the salient features of the logo to the client.
Here Are Some Key Tips To Present Your Logo Design To The Clients For Approval
01. Talk About The Features
When approaching a client over your logo design do not ask what do you think about it. That will confuse the client as you are expected to explain the design and not ask questions. So, it is always safe and better to instead talk about the salient features of the design.
The client wants to know what makes that logo useful for the company and business. That is a good approach to set the tone of discussion between the two of you. This way, you give the client something to base his or her opinion on.
02. Refer To The Goals
When you have explained the logo, ask ‘’do you agree that the logo meets the goals discussed during the brief?’’ That way you will invite a clear answer. You can expect to listen a clear yes. You should also expect feedback if the logo fails to convince about the goals. In that case, the feedback will be constructive that will help you come up with a better solution.
So, tell the client about the goals you discussed. Tell how the logo addresses the target audience and represents the company’s brand identity correctly. Mention also that the logo stands out from the crowd of logos from the same field of business. Review the logo against the goals.
03. Get A Clear Brief
Always make sure that you have a detailed design brief. But some clients do not deliver it and instead leave everything to the designer. In that case, create your own brief. Ask the right questions to the clients or research the business. You should know about the target customers and markets of the logo.
Once you have created the design brief, get its approval from the client. When everything is written in the brief, you can confidently proceed to design the logo. In fact, a precise brief is extremely important for other graphic design products such as business card design. This approach ensures that both you and the client are on the same page.
04. Present The Logo In Practical Situations
Clients have many doubts in their minds as they are not sure if the logo will actually work for their businesses. Therefore, present the logo in some practical situations and give real-life examples.
Make them see how the logo will look on their products, signage, websites, business cards etc. So, get them a sense of the logo appearing on the client’s website design and other marketing materials.
Businesses promote their products or services through promotional materials such as a pen, umbrella etc. You do not have to print the logo. Instead, get some computer-generated images of these materials and the logo. You can also use Photoshop mockups. This way, the clients can see the logo in real life situations.
05. Use Right Mockups
Mockups are useful tools to give a glimpse of the final product that people can perceive easily. A layout itself is not sometimes sufficient to convince your client about the usefulness of your logo design. However, most designers use mockups in a wrong way. There are two types of mockups. One is the mockup for portfolios and the other is for presentations.
Often the designers take portfolio mockups to the clients which is a wrong approach. The table shots of logos, business cards, iPhones may be right for creating our profile. But a problem with this approach is that people read the information on a business card holding it in hands not on when it is on the table. Therefore, use presentation mockups and not layout mockups when you want to explain salient features of your logo design.
06. Use Slides
Take some slides of your logo to the client. Use small single color version. These slides should explain how the logo design works for their business. This way, the client can visualize the usefulness of the logo. You can explain these slides during the presentation.
07. Stay Calm
Some clients ask many questions and they test your patience. Many of them are difficult with feedback. So, when presenting your logo, stay calm. Listen carefully to what they have to say. Remember that they understand their business and target audience better than you do.
Every time they ask you a question, draw their attention to the business goals that you both agreed on. Do not let the client lay emphasis on a personal opinion. Make the client understand the professional qualities of the design.
So, these are some of the key things you must consider when presenting your logo design before your client. But should you compromise? Remember that you are designing for your client and not for yourself. You should adopt a middle path, which means redesign the logo if the client has some suggestions for improvement.
But do not succumb and agree to the suggestions which are justified and relevant. Remind the client that his or her personal happiness does not matter much. It is the reaction of the target audience that ultimately should be the parameter to judge the usefulness of the logo for the business.
Make sure that you explain the importance of your logo design for the business owner’s company.