![]() 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.
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