By reminding your client about the objectives for designing the logo, you will put them back into the buying mode—which can be a powerful thing when it comes to approvals.
This is also a great way to reassure the client that you understand the problem and you truly want to help them succeed.
Aside form that, it will help you remove yours or clients’ design preferences from the equation.
They will be more likely to settle on a logo they may not necessarily love, but they know it can work effectively for their business.
3. Explain your process
Once I stated the project's objectives, then I inform them about the strategy we took to accomplish these objectives.
Here, you simply want to summarize what you’ve done so far—I usually say something like:
"Before I show you the work, let’s take a step back and review the process to date."
Here I simply refer back to our strategy session and the brief that came out of that.
First, I show them the words that we chose to describe the brand, and next I show them the moodboards we created to express these words visually.
Here I just want to remind them what we’ve gone through together, from initial phone call, through brand strategy, to brand brief with moodboards.
I do this because it’s much more difficult to disagree with yourself than with other people.
So if you remind them about something they said earlier in the process (like during the strategy session), they most likely won’t refute the results of those decisions.
For example, if they chose the word “credible” to describe their brand during the strategy session, and then I use colors or fonts to reflect that “credibility”—it's much easier for me to explain my designs.
This whole summary shouldn’t take more than 5 minutes—it’s just a good way to get everybody on the same page.
This will help your client stay objective when you start showing them your logos.
Moreover, it will give your client a sense of ownership—after all, it’s their insights what drove your decisions.
4. Reveal the logos
Finally it’s time to reveal your logos and explain your thoughts behind each concept.
For example, this is how I presented my first logo concept:
"In the first logo we use a minimalist sans-serif font that conveys the simplicity of use and the clarity of our courses.“
First I say this asI show the first slide, which is just the logo alone centered on a white background.
The second slide is usually the logo on dark background and with some photo behind it.
So as I continue going through the slides I'm describing my work:
“To make the logo distinctive, we replaced the dot over the “i” with a leaflet which symbolizes nature and natural treatment that cannabis provides.“
The next—third slide—is a split screen showing the logo on white background on the left and black background on the right.
As I navigate through the slides (3-5 sec for each) I also say a few words about the designs and the decisions I’ve made.
For example, when I reach the slide with the pattern, I say this:
“I designed a geometric leaflet that can be used as an identity element and an extension of the simplistic wordmark”
And then when I go to the next slide I follow up with:
“This leaflet allows us plenty of room for expression, it can be used as a unifying graphic element on all applications.”
Remember that a huge part of successful presentation is your ability to articulate your design choices (the style, fonts and colors you picked).
Here, you can prepare yourself by reading design reviews, for example: I like to read the BrandNew Blog.
This will help you build your design literacy, so that describing your work will become much easier.
Of course, whatever you say it must be backed up by strategy and decisions you’ve made with your client in the past.
So the following few slides is acollection of different mockups relevant to your client.