Logo Proposal?
Out of context: Reply #5
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- tommyo0
Just to throw this out there, some may like this approach and some might not. What I started doing about 3 years ago with logo proposals was to get away from the whole '8 concepts for X amount of $.' Instead I'll develop 3 - 5 looks, pick the best one and then turn it into a 4 - 8 page presentation. Highlighting the ideas behind the logo, color setups, type choices etc.
Basically, the issue with doing 3 - 10 concepts has some really big negative aspects to it, imo. 1. You don't really get to spend a lot of time with your favorite logo (we all know we have a favorite when we present). 2. You don't get the chance to really sell the 'best' logo. 3. You open the door to the un-graphically-informed client making really horrible decisions like: mashing different logo concepts together, wanting colors switched and the same issue with typefaces. 4. You give the client the opportunity to pick the 'throw-away' comp (we know we all have one or two of those in the mix as well). 5. (this is the big one as far as I'm concerned) You only design and use the logo with a vast amount of white space. When is a logo ever just sitting there with shit-tons of white space? (A: Never). So by creating a large presentation where you actually mock up logo applications by putting it on items that are relevant to the company itself you're showing them what their new logo will actually look like for them.
Now my fear when I started doing it this way was that if the client didn't like it, then I'm out a lot more time rather than just showing them a bunch of logos on a white background. So far, out of 12 logo projects or so, only one has been rejected and the client ended up turning out to be a nightmare anyways. I think the clients actually really dig seeing that you thought this through. Most of them haven't got a clue that there are reasons behind identity, showing them many comps only reaffirms that idea by telling them 'Hey here are 8 different ways your company should be viewed'...opposed to 'well, I've digested all of your information, I thought really hard about what your company needs and I've worked some magic, here is the BEST solution for you.' You get to tell them a story about their brand and they eat it up. Kind of a funny addition, I had a rather psychologically unbalanced client cry during a logo presentation. 6 foot 3 and 320+ lb man crying with joy. No joke. haha.
Now irrespective of the actual logo presentation I've found that personally I've been able to mature a bit by going through this process. Also, I can sell new clients by sending them previous proposals so they know what they can expect by hiring me.
Anyways I just thought I'd share a different process that's really seemed to worked for me. Here is a sample of one that is way more in depth than most of the ones I've done, but to give you a rough idea.