Lean about presentation and rationale of close to final compositions for the new brand logo designs.
- [Narrator] Most of my clients are out of state so personally presenting concepts to a client or board is something I almost never do. Most of my presentations on a branding project are what I call a captive audience. Meaning, I composed a well thought out email that clearly communicates everything they need to know when viewing the designs. And then I let them come to their own conclusions. In this movie I'll show you exactly how I present my ideas and compose rationale that gives the client an insight into the thinking behind each design.
Now these were the five design directions we ended up creating in the previous movie but now I want to talk about brand systems. And all I mean by brand systems, when you look at this first design over here, we're going to take a look now at the brand system for that design direction and that is this. It's part of a brand system meaning this one is the vertical, the primary logo design for the new brand. But all of these assets will be delivered to the client if they choose this design direction.
They'll get this vertical approach, the primary logo design but then there is a secondary logo design where the type has been reformatted with the brand character as art of that branding but in a more horizontal fashion. I've also taken the iconography that will be part of its own direction but it also works within the context of altered directions I'm showing them to advertise and promote those various services and obviously because this one's character driven we have the character itself will be part of this system.
So that's how I set up my presentations. It's this type of file they're going to receive to make that judgment and decide which direction they want to go. So let's go through all the different brand system directions; here's another one, a more symmetric one and this shows the vertical logo format, the horizontal logo format, once again iconographies part of this and the brand mark itself. We'll take a look at the next one, here's the brand mark that we created using the methodology of building the strokes that I showed you to create that nice gap art work and here's the brand logo itself a vertical logo format here and horizontal one here.
I really like this one it has a shaped pedestrian look to it, if that makes any sense, I really like it and once again the iconography working context of this brand system as well. Heres the one with this clean brand mark with the drip that represents their three services, locked up with some nice clean type and once again the iconography to work with this as well. And this is the one driven by the iconography that I was inspired to create the iconography for and this also works as well.
So they have a lot of choices to look through and come to a decision on how they want to move, moving forward. Now I present the brand systems but I specifically refer to the file that I send to the client as a close to final comp. Meaning there isn't any guess work here, they can look at this and know between this and when they get the final art work, there's going to be very little change. We might improve it, but overall this is what will exist as the brand identity moving forward.
I don't want to leave any guess work for them. I want them to make the decision as easy as possible to come to. This is why I never show sketches to small business clients, it's always close to final comps. And those are formatted as a 8.5 by 11 either horizontal or vertical and that is because anybody can print that size out. I would never send an 11 by 17 for example, if it's an ad agency I'm working with that's different, that'll be easy for them to deal with.
A small business not so much. I put information on there, meaning, what direction it is so when they communicate with me, they can say I like direction one two three four or five that just makes communication easier and I also put copyright because, they're not paying me to own these designs, they're paying me to create the designs at this point. I retain all copyright, once they make a decision, yes that transfer goes over to them but until then, I retain all copyright so I make sure to make that clear and on the filing name itself, I name them based off of the number of the direction.
So OS for Onestop, OSP for Onestop Pro, one; design direction one and the color for the file I send is RGB not CMYK. Most small business, if they bring up a CMYK based PDF file, it's going to look weird on their screen because they're not calibrated. So make sure you're sending out RGB files. The format can be PDF or it can even be a JPEG. I'd say about 99% of the time I send a PDF and sometimes I'll send a JPEG, it just depends but most of the time I prefer a PDF file.
Now some people have concerns about people being able to access vector art based off of a PDF in which case just send a JPEG, that'll work. So we're going to switch over to this file of this direction and this is the actual file, close to final comp that I'm going to send to a client. Now when I build my art work, I'm always building in CMYK, so the first thing I do before I send this out, is I go to file and I'm going to go down to document color mode I'm going to change it to RGB. I'm going to select everything, I'm going to go up to edit, edit colors and go convert to RGB, to convert all the colors to RGB.
Once I have that, now I can go to save as, select save as and select the destination, we'll go desktop and then I'll just name it whatever I want but just make sure it's on Adobe PDF and save it out. So that's the process I would use to convert the file, save it out and then that would be the PDF I send to the client. Now when I'm pitching ideas like this, I have more than one idea. So what I usually do is draft a nice email that clearly spells out my thinking, what I was thinking behind each direction and I itemize it so they can say direction one and heres my rationale for it, direction two, so on and so forth.
So direction one, I said this as my design rationale, this approach is character driven, a fun and approachable company mascot of sorts, it's memorable, engaging and it communicates what you're about to the public viewing it. Now this direction was inspired by some of the information that I gleaned through the creative brief, meaning the client themselves said that they admire a character based logo. SO I'm providing them with something they already have a penchant for if you will.
So I've just improved upon it and took my own take on what that could be for a brand identity. Here's another example of another rationale for option number four; strong, simple, iconic, efficient, this brand mark is timeless and conceptual. SO I'm trying to get them to understand why did I design this. I'm not just throwing something at them and saying do you like it or you don't like it. No I want to present it to them and say, this mark is strong, this mark is simple, it's iconic, it's very efficient.
These attributes represent your company, this brand mark is timeless and conceptual, meaning, in 15 years nobody's going to look at this mark and say, that looks like it was created back in the early 2000s, it's just a nice aesthetic that has a timeless quality to it. So those are all the thing you want to keep in mind as you're working on this. And then, once you send this off to the client, it all comes down to, I hope they like something.
Now keep in mind, clients can be very fickle, you can do everything right, creatively speaking, produce well crafted logo designs that would work well and provide well reasoned rationale for each direction you present but it's never a guarantee the client will anything you've done. It's happened to me more times than I'd like to remember and it can be very frustrating. But having a well oiled, systematic methodology to your creative process will ensure you're always putting your best foot forward.
For more information on pitching logo ideas make sure to watch my learning logos designs course.
Join Von Glitschka, illustrative design guru, for this hands-on project that demonstrates what successful rebranding involves from the designer and the client. He takes the existing brand for a small plumbing and electrical company and asks questions to get a deeper understanding of their goals. He maps the answers to a new name and develops a logo that better represents the brand values. He solicits and incorporates feedback from the client, and then presents the final brand assets. Last, he reviews the uniforms, vehicle wraps, asset library, and advertising campaigns that were developed to complement the new direction.