Join Sean Adams for an in-depth discussion in this video Presentation, part of Branding for Designers.
- At this point, you have determined the message, attributes, and visual system. Now you need to present these to the client. You could email everything over and hope for the best, but being a designer is 80 percent persuasion. Persuading doesn't translate as, "making someone accept something they don't want." It's guiding the client down a path that reinforces the choices made. If the presentation is well-made and logical, this has a good success rate. As I did with my presentation of the strategy, I'm going to work with an 11 by 17 landscape format document.
This will project on a screen and work in printed form. My first pages restate the assignment. Again, this may fall in the hands of someone not at your presentation, and you want to make sure it's clear what you are asked to do. I recap the strategic thinking without replicating my first presentation. I list the brand attributes, the big message, and the target audience. Now, the viewer has background that will support my design solutions. I like my presentations to be written in plain English.
If it's too fancy, or uses terms only a designer understands, you lose the client's attention. Once I've established the strategic goals, I may have two or three design directions. First, I provide a list of my logo rules. Remember, the client doesn't know anything about this. If you can explain why these rules exist, your choices will make better sense. I then present a tightened version of the explorations, from typography to icon. This isn't to throw everything on the table.
It shows that extensive studies led to your choices. It's a good way to stop someone from saying something like, "Hey, did you try making it a cup with a dog?" From these exploration pages, I narrow the choices and present each direction. First, as a big and healthy logo, then the system page, with color palette and typography, and as many applications of the logo as possible No logo lives in a void. In order to understand how everything works together, as a whole, I must show the system in-action.
You can make these applications in Adobe Photoshop, or use a plugin such as LiveSurface. It's easier to visualize a solution and sell it when something looks real. I repeat the same sequence for any directions to show, but no more than three, this just gets confusing. End the presentation with a quotation that applies, or simply a page that says, "Thank you."
- The history of branding (pre- and post-1950)
- The elements of branding
- Conducting research
- Solving problems and presenting solutions
- Creating logos and identity systems
- Building a visual system with color, typography, and more
- Communicating branding with manuals and vision books