How To Create a Killer Logo Presentation 🔥

Summary

This 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

00:00

😀 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.

05:03

📚 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.

10:04

🎨 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.

Keywords

💡Logo Design

Logo Design refers to the process of creating a visual symbol or icon that represents a company or brand. It is a crucial aspect of branding and is meant to be memorable, simple, and versatile. In the video, the presenter discusses strategies for effectively presenting logo designs to clients, emphasizing the importance of not overwhelming them with too many concepts and ensuring the designs align with the client's brand identity.

💡Pitch

Pitch is an app mentioned in the video that is used for creating presentations. It is highlighted as a free tool that allows for the easy setup and maintenance of brand consistency within presentations. The presenter uses Pitch to demonstrate how to create a branded presentation that can be handed off to clients or non-designers to ensure on-brand messaging.

💡Client Interaction

Client Interaction is the process of engaging with clients to understand their needs and expectations. The video script emphasizes the importance of identifying the decision-makers in a client meeting and using this interaction to gauge their preferences and comfort levels. Effective client interaction is key to presenting designs that resonate with the client's vision.

💡Presentation Goals

Presentation Goals are the objectives set for a meeting or presentation, which help to manage client expectations and provide a clear direction for the discussion. In the context of the video, setting out goals for the meeting is presented as a way to put clients at ease and ensure that the presentation is structured and focused on delivering what the client expects.

💡Education

In the video, Education refers to the process of informing clients about what a logo is and what it represents. The presenter explains that educating clients about the purpose and function of a logo is essential to manage their expectations and to ensure they understand that a logo is not the entirety of a brand but a mark that represents it.

💡Concept Showcase

Concept Showcase is the part of the presentation where the designer reveals the logo concepts to the client. The video script advises showing up to three concepts to avoid overwhelming the client, and stresses the importance of not showing work that the designer does not want the client to choose, to prevent miscommunication or dissatisfaction.

💡Mock-ups

Mock-ups are visual representations of how the logo will appear in real-world applications. The video emphasizes the importance of using mock-ups to help clients visualize the logo in context, such as on business cards, clothing, or product packaging. This helps bridge the gap between the client's imagination and the practical use of the logo.

💡Branding

Branding is the overall process of creating a unique name, symbol, or design that identifies and differentiates a product or service from others. In the video, the presenter discusses the role of a logo within the broader context of branding, and how the logo should be designed to align with the brand's identity and values.

💡Problem Solving

Problem Solving in the context of the video refers to the designer's role in creating a logo that addresses the client's specific needs and requirements as outlined in their brief. The presenter suggests using the client's own language from the brief when presenting solutions, to demonstrate how the design meets the client's objectives.

💡On-Brand

On-Brand refers to the alignment of all visual elements and messaging with the brand's established style and values. The video script discusses the importance of keeping presentations and designs on-brand, and how using tools like Pitch can help maintain consistency even when the presentation is handed off to clients.

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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