![]() 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. Showing one logo at a time helps the client focus on the logic and the story, rather than their personal preference. Instead of showing all the concepts together on one image, I focus on building a single case for each concept. When you narrow down your concepts to three, it reinforces the idea that these are the top three strongest choices. It also cheapens the design for each concept you show. Showing too many concepts can be overwhelming and cause paralysis, making it more difficult for the client to choose. 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. It’s critical to build the case for your strategy before you show the execution. I inform them with words, first – then showing them how those words are expressed through the concepts we created. Once I restate the client’s objectives for the logo design, I inform them of the strategy we took to accomplish their objectives. Strategy needs to come from the designer – not the client. 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. Reviewing objectives not only reassures the client that you understood the problem to solve, it also removes their design preference from the equation. Maybe there have been organizational changes and they want to communicate change through a fresh identity. Maybe their logo isn’t able to move with them into the future. Maybe they are trying to tap into a new market. ![]() ![]() Objectives are uncovered during Discovery. 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 need to come from the client – not the designer. 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. Pre-framing takes only about 1-2 minutes, and I show them these two slides… 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. 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). There are some basic rules for what constitutes a good and bad logo. However, it’s not as arbitrary as you might think. 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. Logo design has a bit of subjectivity to it. Helping clients understand this will answer the notorious question/objection before it comes – “I don’t get it? What does it mean?”.Ģ. When you try to communicate too much with a logo, it becomes too busy and distracting. 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. A logo is not communication, it is identification. Before revealing the logo concepts, I like to remind the client of two things:ġ. ![]() Pre-framing is a tactic of preparing your clients frame of mind before you show them your logo concepts. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |