When making a logo design for a client, it is necessary that you send them concepts so that they can choose what they want to be developed into the final design.
Sending great concepts is an invaluable way of increasing your job success rate.
Too many logo designers today (and designers in general,) think it’s OK to send crappy concepts so that they can save time, and only then focus on presenting the final design well once the client has made their decision on which concept they like best.
However, what most amateur designers don’t know is that by making the clients choose between sloppy concepts, they are drastically reducing their job success rate.
You should never send bad concepts.
Regardless of how good your portfolio is, if you send bad concepts, the average client will have a hard time in believing that your final design will be any better. (And they’ll often request that you send a different bunch of concepts for a different idea altogether.)
Clients hate bad concepts.
Imagine if you hired a designer to work with you on a project. You’d be pissed too if they sent back a low quality concept. Even If they had a good portfolio, rather than believing that their final design will be better, it’s more likely that you would feel that they’d lied to you, and are not putting in as much effort to your own project.
Learning how to send good concepts can greatly increase your success. Read on to learn how.
What do great concepts look like?
If you want to learn how to make great concepts, know that presentation is key.
It doesn’t really matter if you tend to sketch your concepts or if your create them digitally, as long as the presentation is good. Both ways can work well and can be adapted to your work process.
Below a good example of a sketched a collection of sketched concepts by the logo designer Jamal El Mo. Clients love when clients present concepts like this. I personally provide clients with 3, or 4 concepts, though you can go lower or higher than this depending on what you have tested brings you the most success. Jamal provides his clients with 12 sketched concept variations, which gives his clients a great selection to choose from:
As you can see from above, if you wanted to, you can send your clients all your concepts on a single image. You can also take a separate image for each concept if you prefer to sketch them page by page.
The image is of a high quality, without any noticeable pixellation.
It’s not too expensive to get good quality shots like this. You can use an iPhone, a Samsung Galaxy, or any other phone with a decent camera.
Another thing you should pay attention to is the lighting. Make sure the page is in a good light so that the concepts are visible. Avoid standing directly over the page and creating shadows.
Having a good presentation shows the client that you care about their project and are fully invested. This allows them to feel confident that they are getting what they’ve paid for.
There’s a quirk in the mind of clients where even if you were to show them an amazing concept for a logo, they won’t actually believe it’s great unless it’s presented well, as its value will decrease in their minds if they think it was rushed or made on a whim.
I like sketched concepts like the one above because it gives a personal feel, and does a good job at connecting to the client.
On the other hand, here’s an example of a good digital concept by Kakha Kakhadzen:
The key here is to note how each concept is spaced evenly apart, just like the example of the sketched concepts.
While there are instances where concepts with designs scattered about the page can work well, I believe that the most successful method for most designers is to have the concepts spaced apart evenly and by making them the same size.
Spacing the concepts apart evenly will make it easier for the client to make their decision.
In addition to digitally presenting logo concepts with a blank background, you can also take advantage of other ways to improve the presentation, such as using mock-ups.
Mock-ups are best used when presenting different concepts individually, but they can show the client how the logo will look on real life mediums such as signs and cards.
Here’s an example of logo concepts being presented using mock-ups:
You can find more free logo mock-ups like these at graphicburger.com and dribbble.com
A good method to create mock-ups is to first create your logo in Illustrator or an alternative vector design software, and then import it into the mock-up file in Photoshop, or another image editing software such as GIMP.
Sending high quality concepts is a must when it comes to logo design. It doesn’t matter whether you send your concepts as a sketch, or if you send them digitally. If you want great results with clients, they need to be well presented.
What method do you use to create your concepts?