How To Create a Killer Logo Presentation 🔥
Summary
TLDRThis video offers valuable insights into effectively presenting logo designs to clients, ensuring a lasting impression. Sponsored by Pitch, the video covers self-introduction, identifying decision-makers, setting meeting goals, and educating clients about logo design essentials. It emphasizes the importance of aligning expectations, showcasing up to three concepts, and using mock-ups for realistic context. The script also highlights the use of Pitch for creating on-brand presentations, streamlining the design process for both designers and clients.
Takeaways
- 😀 Introduce yourself to gauge the client and identify the decision-makers during the initial meeting.
- 🔍 Use the free app 'Pitch' to create and maintain on-brand presentations, even for non-designers.
- 🎯 Set clear goals for the meeting to manage client expectations and provide direction for the discussion.
- 📚 Educate clients on what a logo represents and manage their emotional responses and expectations.
- 🚫 Explain that a logo is not the entire brand and cannot encapsulate all company attributes.
- 🌟 Define what makes a good logo: appropriateness, memorability, simplicity, and versatility.
- 😶 Advise clients that they may not be 'wowed' initially, as effective logos often blend into the background.
- 📈 Show a maximum of three logo concepts to avoid overwhelming the client and to focus the decision-making process.
- 🛠️ Use visual imagery and written words in presentations to reinforce points and engage the audience.
- 🔑 Highlight how your logo concepts address the specific problems or desires outlined in the client's brief.
- 🎨 Utilize mock-ups to demonstrate how the logo will appear in real-world applications, aiding client visualization.
Q & A
What is the main purpose of the video?
-The main purpose of the video is to share secrets on how to successfully present logo designs to clients and to introduce the app 'Pitch', which is sponsoring the video.
Why is it important to identify the person or people making the final decision during a client meeting?
-Identifying the decision-makers helps to gauge the client, understand their expectations, and know who will have the final say on the work presented, which can make the presentation more targeted and effective.
What benefits does the 'Pitch' app offer for designers?
-The 'Pitch' app offers a free platform to set up and maintain brand consistency in presentations, making it easy for non-designers to use templates and stay on-brand, thus saving time and ensuring a professional presentation.
What is the significance of setting goals for a meeting with clients?
-Setting goals for a meeting provides clear expectations to the client, puts them at ease, and gives direction to the discussion, ensuring that the meeting stays focused and productive.
Why is it necessary to educate clients about what a logo is and what it represents before showing them the work?
-Educating clients helps manage their expectations, reduces anxiety, and ensures they understand the purpose and limitations of a logo, which is crucial for them to appreciate the design work presented.
What does the presenter suggest about the emotional response clients may have to a logo design?
-The presenter suggests that clients often look for an emotional response to the design, but a good logo may not necessarily 'wow' them immediately. It's more about functionality and fitting the brand's identity.
How does the presenter recommend showing the logo design process to clients?
-The presenter recommends showing the behind-the-scenes process, including sketches and drafts, to help clients understand and appreciate the work that has gone into the final design.
What is the role of mock-ups in presenting logo designs to clients?
-Mock-ups help bridge the gap between the client's imagination and the reality of how the logo will look in various applications, providing a more tangible and contextual representation of the design.
Why is it advised not to show clients work that you don't want them to choose?
-Showing work that you don't want clients to choose can lead to them selecting it, based on their emotional attachment to it. This can be frustrating and counterproductive, as it may not be the best solution for their brand.
How can the 'Pitch' app help clients maintain brand consistency in their presentations?
-The 'Pitch' app allows designers to create on-brand templates or styles that can be handed off to clients, ensuring they stay consistent with the brand's visual system, fonts, colors, and layout.
Outlines
😀 Introducing the Art of Logo Presentation
The video script begins with an introduction to the art of presenting logo designs to clients effectively. Sponsored by Pitch, the speaker emphasizes the importance of self-introduction and gauging the client's decision-makers during the initial stages of the presentation. The use of the Pitch app is highlighted for its free and user-friendly features that allow for easy setup and maintenance of brand consistency in presentations. The script also touches on setting clear goals for the meeting to manage client expectations and create a structured environment for feedback and alignment on the design direction.
📚 Educating Clients on Logo Design Essentials
This paragraph delves into the importance of educating clients about the nature of logo design before presenting the actual work. The speaker explains the need to manage client expectations by clarifying what a logo is and what it is not, emphasizing that a logo is a mark that cannot encapsulate all company attributes. The paragraph also discusses the characteristics of a good logo, such as appropriateness, memorability, simplicity, and versatility. The speaker advises against presenting work that the designer does not want the client to choose, to avoid misunderstandings and frustration. The use of visual imagery and written words in presentations is also highlighted to make the process more engaging and memorable for the client.
🎨 Showcasing Logo Concepts with Confidence
The script continues with a discussion on how to showcase logo concepts to clients, suggesting that designers typically present up to three concepts, though the number can vary based on confidence and the nature of the project. The speaker warns against showing work that the designer does not want to be chosen, as clients may become attached to initial sketches or concepts that were not intended as final options. The importance of using the client's own language from the brief to explain how the design solves the problem they presented is emphasized. Additionally, the speaker suggests showing the process and behind-the-scenes work to help clients appreciate the effort involved and understand the reasoning behind design choices. The use of mock-ups is recommended to bridge the gap between the client's imagination and the practical application of the logo in real-world scenarios.
🔧 Utilizing Pitch for On-Brand Client Presentations
The final paragraph focuses on the practical use of the Pitch app for creating on-brand presentations that can be easily customized and handed off to clients. The speaker explains how to create a template or style within Pitch that aligns with the client's brand, ensuring consistency in future presentations. The benefits of using Pitch are reiterated, including its free availability and the time-saving aspect of having a pre-set template that adheres to brand guidelines. The script concludes with an invitation for viewers to try Pitch and a call to action for feedback in the comments section of the video.
Mindmap
Keywords
💡Logo Design
💡Pitch
💡Client Interaction
💡Presentation Goals
💡Education
💡Concept Showcase
💡Mock-ups
💡Branding
💡Problem Solving
💡On-Brand
Highlights
Introduce yourself to gauge the client and identify the decision-makers.
Use the free app 'Pitch' to set up and maintain on-brand presentations.
Set meeting goals to manage client expectations and put them at ease.
Educate clients on what a logo represents and manage their expectations.
Define the characteristics of a good logo: appropriateness, memorability, simplicity, and versatility.
Prepare clients for the fact that a good logo may not initially 'wow' them.
Illustrate that a logo is a mark representing one attribute of a company, not the entire brand.
Use visual imagery and written words in presentations for better engagement and retention.
Customize Pitch templates to match your brand's visual system for consistent presentations.
Show up to three logo concepts to maintain quality and avoid overwhelming the client.
Avoid showing work that you don't want the client to choose to prevent miscommunication.
Use the client's own words from the brief to demonstrate how you've addressed their needs.
Showcase the design process to help clients appreciate the work behind the logo concepts.
Use mock-ups to bridge the gap between the client's imagination and the logo's real-world application.
Provide contextually relevant mock-ups to prove the logo's effectiveness in various scenarios.
Offer a Pitch template to clients for future presentations to ensure on-brand consistency.
Encourage clients to try Pitch for free to streamline the presentation creation process.
Transcripts
what if there was a way to present your
logo and design work to clients that
leaves a lasting impression and
persuades them to choose your design in
this video I'm giving away the secrets
that I imply to successfully present my
logo designs to clients this is
sponsored by pitch
firstly you introduce yourself and this
is a great time not only to just gauge
the client and how they are with you but
also find out who's making the final
decision maybe you're on a call with a
few people maybe a board of people
who've all been there it can be quite
daunting to know who's going to take the
final decision so always identify the
person or the people that are going to
have the final say of your work now we
use an app which is completely free
called pitch they are sponsoring this
video today but we've been using them
for a while now because one it can be
completely free which is how I started
with it it's super easy to set up your
own brand in there and keep everything
on brand you can give it to a
non-designer with the template that you
create made from another template and
they will be able to keep on brand with
their presentations so throughout the
video you'll be seeing how we create one
in Pitch the second stage is setting out
goals for the meeting setting goals
gives an expectation to the client so
they know what to expect throughout and
it puts them at ease all we're trying to
do right now is put them at ease you're
telling them what is expected of them
and you're saying this is what you've
expected of me structuring the meeting
with goals at the start gives people
Direction in what to talk about so we
don't fly off the handle and go into
different talking points that make no
sense the meeting goals can consist of
showing Concepts to the clients or
gathering feedback from the concepts and
a good goal to have is aligning everyone
involved to a specific Direction the
reason why I write that is to get
everyone at ease to them they're
thinking that you might have a fully
fleshed out logo for them and they've
got to either give the thumbs up or the
thumbs down so to mitigate this we need
to put them at ease and that takes me on
to the next step after you've set out
goals for the meeting number three we
need to educate them it sounds so
strange why do we educate clients before
we've shown them the work expectations
are high they may be nervous or anxious
and they might be very emotional to the
work that you're showing them so we need
to educate them on what a logo really is
or what the work is to you and how it
works so the first thing I like to do is
explaining what a logo is and what it is
not I like to say that a logo is a Mark
that you can't fit all of the company
attributes into you can fit maybe one
the logo isn't the entire brand you
can't fit everything in there a logo
isn't just a squiggly Mark or it could
be but depending on the client you can
change that and we also Define what
makes a good logo to get them on board
with our system so that's being
appropriate is the logo memorable is it
simple and is it versatile something
that I really love to say to clients is
that you won't be wowed sounds weird to
us but when clients are coming into the
call they may feel like you're about to
wow them with the work clients look for
an emotional response to the design to
test whether it works which is kind of
counter-intuitive a good logo can sink
into the background very well without
being distracting so a good way of
saying this is by either telling the
client you won't be wowed or you most
likely won't be wild it does happen
depends on who they are and that most of
the time a logo isn't love at first
sight and you can tell them stories
about certain logos kind of like the
Apple logo when that was first created
Steve Jobs just said yeah that'll do he
wasn't wowed by it it was just working I
also like to tell them as well very
clearly that you can't just give all of
the company values all the missions
names you can't just abstract that down
or solidify it or consolidate it down
into one mark it is impossible another
great thing that I've recently started
saying which has worked well is by
telling the client that we design logos
not for the product or even the service
but for the idea of the brand which I'm
going to go into in more detail in
another video okay before we go into the
next part which is number four
showcasing the work let's talk a bit
about the design of the presentation you
should always have visual imagery and
written words that mean a lot valuable
words in your presentation this
reiterates points that you're making it
helps things stand out and it helps the
client remember certain parts it also
makes it more engaging if I just had a
video where I'm just talking at you
which is normally what happens but if I
had no b-roll or other shots it wouldn't
be visually stimulating enough you get
bored that's why we all love Tick Tock
with those two videos now with pitch
they have hundreds of beautifully
designed templates that you can use and
customize to make your own in fact what
I do on Pitch is I chose a template that
I really like the layout of that really
exposed my brand then all I do is create
a slide style or edit one I made a dark
mode and a light mode for our brand you
can change the colors the typography the
spacing everything around your brand
visual system so it looks like yours and
then you can change the layout you can
go into any template afterwards and
change that style to be your branding
which makes life so much faster honestly
you'll save so much time with this now
let's get right into concept showcase
for me I normally show up to three Logo
Concepts there are some designers out
there that are superbly talented that
show one concept and they're normally
Freelancers but because we're a design
agency where there's multiple people
working on the project at the same time
we normally have a few Concepts that we
think could work I wouldn't show more
than three you can show one or two or
just one if you're very confident but
that's really up to you if you were to
take anything out of this video the most
important rule is to not show them work
that you don't want them to choose I
have been in situations before and so as
many other designers where we show them
a sketch of a bad logo just to show them
that we've done some ideas and they've
said yeah I want that one it's the most
frustrating thing that happens but you
can't blame the client because they're
seeing something that they are
emotionally attached to they like that
bad drawing or bad design even though
you were just showing it to prove a
point this takes a bit of practice and a
bit of finesse but should only show
parts of the process the sketches that
you know that they won't choose because
it doesn't fit whilst showcasing your
work it's very important to also use the
words that were in the brief to show how
you solved the problem remember we are
graphic designers logo designers we are
solving a problem for the client they
have given a brief and if they haven't
given one you've most likely given them
their own brief there will be sentences
and words describing what the client
wants to solve and what they want in the
logo within the brief or emails or DMS
or wherever you get your briefs from for
instance they might suggest to abstain
away from cliche and common symbols so
when we're presenting our work we show
how we abstained from cliche and common
symbols by literally writing it when
we're showcasing our work and process
they may ask for a strong and memorable
Mark and you explain with those exact
same words using the same language the
client used that you created a strong
and memorable Mark which leads me on to
the next part we need to show are
working out without them choosing the
bad work something that we like to do
during this concept showcase is to show
them drawings the behind the scenes the
mysterious part of the process to for
them to fully encapsulate and to
understand and appreciate the amount of
work that's gone into this idea plants
get most excited when you talk about the
mysterious part where they don't see you
have to put yourself in their shoes and
really understand what is it that they
would be excited to hear about during
the presentation that could be the
drawings or why you don't think certain
parts of the creative elements that
you've used work okay you've shown them
a part of the work but this is where the
meat on the bones happens and this is
where you prove the concept whenever the
logo is being shown we use mock-ups why
to a client they don't know how the logo
will look in real life and they will use
their imagination all the way throughout
you can't blame them or we do it
ourselves as designers we know how logos
will work because we've sort of obsessed
over these shapes for ages even looking
at other people's now we're not calling
the client stupid or ignorant but they
just don't know they haven't challenged
themselves to do this so what we need to
do is bridge that gap of fantasy and
reality by mocking up the work in
applicable and contextual mock-ups there
are many websites to get free mock-ups
and I'll link a few down below so
there's no excuse for not using mock-ups
wherever you can as long as they apply
to the company so for a clothing line
you would show the logo on clothing for
a web design agency you would show the
logo on business cards and on the top of
the website for a beer brewery YouTube
on bottles of beer and the vans that
they'll be moving around in this further
proves the concept that the logo works
the main idea of the mock-ups is to make
sure that they don't have to use their
imagination your B being their
imagination for them this is what sells
the work sponsor a no sponsor pitch is
actually a really good tool to use it
makes it so easy for you and your team
to create on-brand presentations so even
though there's loads of templates really
these templates are just a framework for
you to have a good layout you can change
them all change the style to your brand
and better yet you can hand it off to a
client so for instance if you were
tasked with creating an on-brand
presentation for a client you can do
even better you can very quickly create
a template or a style in Pitch to then
give to your client so they'll always
stay on brand using the same fonts the
same colors and their specific layout
and it will save you time because you
don't need to create a style guide it's
all there they are limited to that
template better yet pitches free so go
ahead and try it out with the link down
below if you stayed right to this point
in the video then kudos to you you're
you're really cool thank you please say
lemon down below so I can thank you in
the comments if you enjoyed this video
then you'll most likely enjoyed this
other one that I've created just for you
right here thanks for watching
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