Presenting a brand identity or a logo is not just about sending the client the logo. It is important to covey the client a feeling about the design and the brand. Therefore, we as designers have to prepare a brand presentation. Only so the client understands the direction of the branding. A lot of times designers do 3 or even more logos which they present to the clients, instead of focusing on one and presenting it a best way.
What to include in a presentation of a logo:
- Back story: including information about the business and including some words to summarize the brans direction. The client can so see really dived deep into.
- Mood board: normally this is something that already happens before as a compromise with the client about the style. But it is always good to show again where the original inspiration was gathered from.
- Logos and variations: including design decisions, why you designed a logo/brand identity in a specific way. Showing all the variations and make it clear to the client what they can be used for.
- Typography: there should be consistent set of fonts used across the brand so it is relevant to show them and how they should be used, also one with another.
- Colour pallete: the brand has to have a complementary color pallete that is distinct to you client.
- Brand pattern and elements: if there are some they have to be showcased. All the shapes have to be explained why they have been specifically designed.
- Photography, style, direction: including this elements can really help the client to feel for the brand and can help them to follow the style when they have a brand photoshoot.
- Social media feed example: if the client is predominantly on social media and uses this to target the audience it is nice to show how the feed could look like with the implemented branding.
- Mockcups: help to create the wow effect for the client and give the client an insight of the possibilities in a real life sitations
