Mastering a logo design pitch takes years of experience and practice. Not to mention, there is a certain pressure of getting a logo design pitch right the first time to make a good impression and avoid frustrating your client (and yourself).
Logo design work requires so much more than having technical skills and creative ideas—when you start pitching, you also have to become a marketer, salesperson, and project strategist.
What does it mean to design logos for clients? Though the logos themselves serve businesses, you, as the designer, allow these designs to convey specific brand messages.
Your client has an ideal logo design stored in their mind, and your job is to make that vision a reality by all means possible. It’s daunting, yes, but it becomes easier once you understand the psychology of it all.
At best, clients respond to your logo design pitch with approval or rejection, and sometimes, they are not in a position to explain their reasoning behind what’s wrong with a logo. Usually, it is a lightning bulb moment of “Aha! This is it!”
Now, what are the chances that they’d come to this conclusion after your logo design pitch? These valuable tips can help your case:
- Sell your logo design pitch affirmingly. Project to them that you know exactly what you’re talking about and have genuine faith in your idea.
- Communicate clearly and concisely. Be so transparent with your ideas that it leaves no room for error.
- Never let the client think on their own during the presentation. Be so compelling that they are roped into the vision you created for them.
- Be free with your bodily expressions and hand gestures. You are a part of the pitch just as much as the presentation is— paint them a picture.
- Include statistics in your logo design pitch. You may be innovative, but businesses need to know that these designs are backed up with favorable results.
- Be confident in yourself throughout the logo design pitch. No one will believe in your vision until you authentically believe it yourself.
This is advice that can inch your way to a successful logo design pitch, but here are some detailed steps you can take to secure your spot as efficiently as you can. Every pitch is unique, and it may not always turn out the way you need it to, but (at the very least) you’ll surely be one to remember.
Steps For A Great Logo Design Pitch
These are eight helpful steps in creating a successful logo design pitch— ones that show you care about the process and their satisfaction:
1. Take time to learn about the company
- Who are they?
- What do they stand for?
- Who is their target market?
- What are their goals?
- What is their business approach?
These are fundamental questions that you need to know the answers to. Pretty much every piece of information you can gather about the business is essential in its own way. For example, how do they communicate? Do they approach their business creatively or practically?
If it’s creatively, you know you have room for symbolic interpretations and innovative twists to knock them off their seats. If it’s practical, you know that you need to present the logo in practical and real-life situations. Show them how the design will look on their merchandise, platforms, and other marketing materials.
Genuinely understanding the business that you’re pitching to can drastically affect your design process. It gives you an edge in knowing what they would respond to the most.
2. Prepare your workflow presentation
Your client isn’t just hiring you for the logo design— they’re also hiring your work ethic, how you conduct yourself, and how you communicate your ideas. Your process is the framework that enables you to do good work, and it’s ever-changing— but your core practices as a designer must remain for every pitch.
Try your best to make your client understand and trust this process. Your presentation is the vehicle of your vision, and it needs to drive to a positive result with scenic and meaningful paths on the way. It must have a gripping introduction, a meaty body, and a strong finish.
Nobody knows your process like you do. You know what works the best for you. Uphold your designer methods and carefully strategize and tweak your presentation in a way that makes you shine while taking the client’s needs seriously into account. Yes, you can do both.
3. Tell a compelling story about the logo
This is the hook. This is the time during your logo design pitch that can make or break the decision.
Most designers leave this part for the end to finish on a strong and meaningful note. However, telling the logo’s story at the start sets the tone for the entire presentation. You’re essentially starting this journey with depth and reason—traits that can grab and maintain the client’s attention throughout the logo design pitch.
A story can be defined as a retelling of narratives, and they can be executed in a ton of different ways. But you have to remember that you are pitching a logo, a fundamental branding component that tells a powerful story on its own. Instead of an executive-style explanation, consider leading with sentiments.
- How will the logo make people feel?
- What does the logo represent in the grand scheme of the business?
- What does the logo symbolize?
- What is the heart of this business, and how does the logo visualize it?
- What were the brand values incorporated into the logo?
Your story must also present a problem and a solution—that’s essentially what a logo is. How will this new logo solve the company’s existing problems? Explain the overall impact of the logo in a way that touches base with new beginnings and deeper methodologies.
4. Discuss audience response
If you think about it, logos don’t serve businesses directly. They serve the target audiences of the company, which in turn promotes the brand’s standing. Ideally, talking about the logo’s impact on the client’s target market is essential throughout the entire pitch from start to finish.
Though it’s tempting (and somewhat expected) to present a logo design pitch for your client, you also have to construct it keeping their audience in mind. Every time you mention a characteristic or feature of the logo, mention the potential audience response to these traits. Always present a logo in the eyes of the audience.
Putting the client’s target market first is highly critical to the success of the logo design pitch. After all, the logo’s effectiveness is completely determined by its audience and not the business itself.
5. Refer to the criteria and goals of the logo
Once you have told the logo’s story, don’t hesitate to ask the client whether the logo meets the goals discussed during the briefing period. This is an invitation for midway clarity and a clear answer. You will either receive a “yes,” or potential feedback on why it may not mesh with brand goals.
Regardless of their response, explain and reinforce the goal of this new logo. Tell the clients why and how you think the logo meets their criteria and represents their brand identity perfectly. Mention the qualities of the logo that separate it from all the other logos in the industry.
Whatever feedback you get at this stage is an opportunity to either keep doing what you’re doing or take the constructive details and incorporate them into the presentation as you go. Plus, touching base in the middle reassures the client that you are mindful of their happiness and satisfaction.
6. Create a mood board
This is not a requirement in your logo design pitch, but boy, is it a big plus in your favor. Clients usually do not expect to see a mood board during a presentation as it is added effort on your part for uncertain outcomes.
Including a mood board with the correct color schemes is a great way to impress your client and show them that you’ve gone the extra mile. If you received feedback during the goals discussion, the mood board is a perfect opportunity to present the client with different perspectives.
Mood boards show off the look and feel of the business, exemplifying the emotions that customers may feel when they see the brand colors and logo. Feel free to inform the client that adjustments can be made should the mood board inspire new ideas and directions with the logo.
7. Show off the versatility of the logo
Present the logo in as many ways as you can—big, small, tiny, ginormous, black and white, glossy, matte— literally in every way you can think of! To give you a brief on logo versatility, include these formats in the presentation:
- The primary logo
- The stacked logo
- The submark logo
- The icon logo (also known as Favicon)
- The work mark logo
- The monochrome logo
Ensure that you also include previews of the logo on various forms of merchandise, billboards, stamps, stickers, mugs, etc. This may seem like a massive load of effort on your part, but don’t forget that you’re painting them a picture— insight into what this logo could be and the potential it holds.
Clients need to know that this logo will be effective, no matter where it’s placed on, fitting seamlessly wherever business direction grows.
8. Finish with the future
You’re at the end of the line, and it’s time to seal the deal. This is no longer about what the logo is today; it’s about what it could be. Paint a picture of formidable heights and all-around recognizability with a logo meant for great things.
With all your efforts coming to fruition, show the client that this logo is riddled with incomparable potential and strength, enough to set them apart from their present and future competitors.
Most importantly, design a logo that you genuinely believe can achieve these heights. An authentic and effective logo design pitch is not about empty promises— it’s about belief and genuine confidence. If you truly believe that your logo creation is a masterpiece, they will see that too and believe it along with you.
The Importance Of A Logo Design Pitch
The truth is, you’re not going to perfect the logo design pitch structure overnight. It takes years of practice and experience, and even then, you may face some hiccups and obstacles along the way. And that’s okay!
Your clients are still people, and people are appeased by different things. There is no surefire way to ensure success for every single logo design pitch. However, you can curate an unforgettable and meaningful experience that surely increases your chances of it.
The ultimate key for a successful logo design pitch is to know and listen to your clients. Take their ideas seriously into consideration. Though you are a designer with your own creative engines (which you should always impart to the design), you are also building someone else’s vision.
Listen to your clients, and provide them with a design that speaks for itself. An effective logo design pitch is like a logo itself. It’s not about subtle persuasions— it’s confident and genuine communication.