Presenting New Logo Concepts to Clients – and the Occasional ‘Shock’ of That Newness
FWIW, here are a few thoughts about logo design and client reception of new looks, based on experience of doing this since 1989 (when dinosaurs roamed the earth.) Sometimes the logo looks presented are so well received by the client that he/she has a hard time deciding which design to refine and ultimately go with! This is a great thing. Sometimes, however, the designs presented are so new and different from what they had in their ‘mind’s eye’ (even though they didn’t know they had a vision of what the logo would be in their own mind until they saw an actual visual that was presented that did not match what was in their mind) that the initial reaction is a kind of ‘shock’, surprise or even rejection…
Your Cheat Sheet for a New Logo Review
1) the logos presented are generally roughs (and / or sketches) and can be refined to better fit the need, once you have taken some time to review them 2) colors, if not present, can be added later, during the next round or 3 of revisions. let’s get the logo communicating perfectly with its visual presence first. if colors are present, look past them and look instead at how well the logo itself communicates what is intended, for your brand. 3) look at the logo concepts now, then wait 24 hours and look again. This second look often brings new insights or results in different selections.