This is the step where I put together design concepts. Presenting logo alternatives is a crucial step and it requires me to pay utmost attention to details. I digitalize selected ideas from previous phase and I go back and forth multiple times until I reach satisfactory results. My goal is to present logo concepts in context relevant to the client.
Presenting logo concepts in real applications
It’s important to choose a group of real applications to test the viability of concepts to work within a system. Therefore, presenting logo concepts on a blank piece of paper is never the case. Decision makers need to see the identity the way that a customer would see it.
My clients need to see how it will take them into the future. So my job is to conduct rigorous testing before any concepts are shown and to demonstrate flexibility and durability across various channels.
I demonstrate effectiveness of the concepts
A typical list for a small engagement might include a business card, a home page, an advertisement, a brochure cover, a letterhead, and something fun, like a baseball cap.
I ask myself the following questions when presenting logo concepts:
- Is it differentiated enough from the competition’s?
- Is the visual identity consistent and coherent?
- Does it maintain impact?
- Is the logo legible at a small scale?
- Does the signature work?
- Is it scalable?
Together we judge possible solutions
Applying the designs to communications relevant to the client allows me to judge which concepts are the most effective in identifying the entity consistently. As I apply the design concepts, I develop a distinctive color palette and typographic style – a complete visual language that complements and helps accentuate the logo design.
I present 3 or 4 best concepts to the client. I share with the clients only the solutions that can work effectively for them. In conversation with the client, who knows their own field best, we review the advantages of every solution and arrive together at a preferred design.
It’s about what works
Getting ideas from the sketch pad to the public eye requires careful and rigorous testing. Logo design requires considerations other than immediate, subjective reactions.
In other words, when people see a completely new form, they might be subjective. They say things like: “I don’t like blue” or “squares are boring” or “It reminds me of some other thins”. It is only after a mark is officially adopted, that the public will embrace it and with time come to associate it with their feelings about the company or institution it represents.
New logo needs to mature
Like a good red wine, a new logo needs to mature. So evaluating it in concept form requires the judgement of an expert. The approach practiced in these cases can produce logos that achieve an enduring level of public awareness – indeed, that can become iconic.
See some of my works at my portfolio here.