logo concept presentation template

Logo Presentation Template

Present your design ideas with confidence and make your clients fall in love with their new logo.

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About the Logo Presentation Template

This Logo Presentation Template helps you create the right context for your logo ideas and give them compelling backstories. You can use it to create presentations for your clients, colleagues, employees, or partners.

Help your audience recognize the relatability, beauty, and versatility of the new logo at a glance. Delight them by showing how it can help their brand become more recognizable and attractive to their target customers.

How to present a new logo

Sending over a PNG file with a logo on a white background won’t impress your clients — giving a stunning presentation will. Instead of making your clients wonder why they should change their branding at all, you can tell them a captivating story with your slides.

Delivering your logo design ideas in a professional way allows you to:

Highlight your expertise and skills and make your clients trust you and your design solutions more.

Convince your audience that the new logo is more compelling and won’t go out of style.

Show how the new logo can be used in different situations and on different media.

Help your clients overcome doubts and cut ties with the old brand identity.

What should be included in a logo presentation?

You don’t want to just present your logo — you want to amaze your audience and make them love the new concept. You can use mood boards or style scapes to convey the mood and show your sources of inspiration. It’ll add depth to your logo presentation and make it more emotive and engaging.

Your clients may have questions about the new logo applications, and you can answer them even before they arise. Add mockups to your presentation to demonstrate the new logo’s potential and how it will “behave” in real life. Put the new logo on merchandise, mobile apps, billboards, or public transport, depending on the niche and scale of your clients’ company.

How to use the Logo Presentation Template

Save time with Miro's easy-to-use presentation maker . You can prepare and assemble a pixel-perfect presentation in less than an hour, especially if you already know how you want to structure it. You can even use other Miro templates for brainstorming to speed up the ideation process and find more logo ideas with your team.

Step 1 . Prepare your mood boards, mockups, and other assets. Choose up to three of your boldest and most contrasting ideas. Make sure your logo works equally well in all sizes and on different materials, and outline the most important logo usage guidelines.

Step 2 . Choose this template and start customizing it. Add your branding, copy, and visuals. Show your logo in different sizes and on white and dark backgrounds. At this step, you can invite your colleagues to collaborate and share their thoughts on how formal or informal the presentation should be or how many slides to include.

Step 3 . When you’re done editing the template, switch to Presentation mode . It’s a full-screen view that lets you see your presentation exactly how your clients will see it, so it’s a good opportunity to spot and fix any minor mistakes. You don’t have to download or install anything to give a presentation — just always use Presentation mode whenever you need to use your slides.

The dos and don’ts of logo presentation

No matter how great your new logo is, the way you present it still plays a huge role. If you want to impress your audience, make sure to follow these best practices.

The dos of logo presentation:

Present your logo concept in person . You don’t want to distance yourself from your creative work. Presenting it in person also allows you to connect with your audience and address their concerns.

Show how you’ve arrived at the idea . Give your audience a glimpse of your design process and explain what influenced your decisions. You can also include their buyer personas in your presentation to remind your clients what this logo is for.

Explain why the new logo is better . Is it more relevant? Is it more memorable? You don’t have to make a side-by-side comparison, but it makes sense to list your new logo’s advantages using, for example, bullet points.

There are also some common mistakes to avoid.

The don'ts of logo presentation:

Don’t overwhelm your clients with too many ideas . Narrow down the list of possible design choices before you show it to your audience. Ideally, you should present no more than three of your most interesting design concepts.

Don’t assume your clients have the same aesthetic taste as you . Try to stay objective and explain what makes a great logo, why the new logo will work better in different situations, and why it’ll resonate with their target audience.

Don’t overexplain your logo . Avoid making your slides text-heavy — use mockups and other visuals to get your point across. Also, instead of defending your idea after the fact, try to predict your clients’ objections and handle them right in your presentation.

Who should give a logo presentation?

You can present your logo designs as a team, but it’s always better to have one person do most of the talking to help your audience focus. If you are a design agency, usually, it’s the art director’s job to present finished design projects. In any case, you need to position yourself as an expert and build trust with your clients — it’ll also help you justify your price tag.

What makes a terrific logo presentation?

When you present a logo, you need to avoid subjectivity and focus on the practical tasks you’re solving with your design. If your clients see that your design can help them attract a new target audience or increase revenue in some other way, they will grow to like it. Also, don’t ask for feedback right away — give them some time to digest your creative logo designs and discuss them with their peers. This way, your presentation will be impactful but not pushy.

Get started with this template right now.

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• Graphic Design

How to do a great logo presentation for your clients

• BY Bogdan Sandu
• 12 April 2023

Logo presentation is a critical step in branding. It’s not merely about showcasing a design; it’s about telling a story, revealing the soul of a brand through visual elements.

Effective logo presentation involves more than just the final design; it incorporates the brand guidelines , visual identity , and design principles that bring consistency and recognition.

Why does this matter? Because a well-crafted logo presentation can make or break the perception of your brand’s identity .

By the end of this article, you’ll understand how to create a compelling logo presentation that highlights logo variations , leverages typography , and integrates visual consistency .

Dive in as we explore the nuances of presenting your logo with impact, covering everything from design brief to brand assets . This guide will equip you with the tools to elevate your logo presentation, ensuring your brand resonates and stands out.

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Present logo concepts to your team or client with Milanote

Follow this step-by-step guide to learn the modern process of presenting logo concepts in Milanote, a free tool used by top creatives.

How to present logo design concepts in 4 steps

How you present your design work is just as important as the actual artwork itself. It's here that you get to tell the story and strategy behind your work, not just share the final artwork.

Whether you're presenting in person or remotely, it's important to display your concepts in a way that's easy for others to compare and discuss, and most importantly shows your work in the best light.

In this guide, you'll learn the modern approach to presenting logo concepts and gathering feedback from your team and client using Milanote.

1. Arrange your concepts

Start by uploading the concepts you've designed so you can share them with your team or client. Provide a few examples of the logo in different environments. E.g. If it's a logo for a clothing brand, show how the logo will looks on its own, on store signage and on packaging or wrapping paper.

It's best to provide at least 2-3 different concepts so your team and client can start to debate which one best suits the business.

Create a new board to display your concepts.

Create a new board

Drag a board out from the toolbar. Give it a name, then double click to open it.

Drag files from your computer.

Upload a file or document

Click the "Upload" button or just drag a file onto your board. You can add images, logos, documents, videos, audio and much more.

2. Explain your thinking

Next, include some written notes about each concept. This will help explain your ideas and keep everything in context. Refer to the client's goals you set earlier in the Logo Brief and the visual direction from the Moodboard to communicate the path to this point.

Try to provide reasons why these concepts will provide the perfect visual brand for the client's company. Explain how they embody the brand personality and why they'll appeal to the target audience. Another useful approach here is to show how the logo concepts stand out against the competitors using the Brand Positioning Map format.

Add a note to describe each concept.

Drag a note card onto your board

Start typing then use the formatting tools in the left hand toolbar.

3. Share with your team or client

With any creative technique or project, it’s important to be open to constructive criticism. Now that you've prepared the initial concepts, it's time to ask for specific feedback. Share the board with your team or client and get together to choose a final direction.

Share the concepts with your team.

Share a read-only link with others.

Click Share in the top right of your board. You can add a Welcome message for viewers, allow comments, set a password or embed the board in another app or website.

4. Agree on a concept

Ensure that everyone involved agrees on the concept direction before you start finalizing the logo artwork. Try to keep the conversation focused on the strategy behind the logo rather than discussing just the visual aspects. Consider how the logo addresses the goals, audience and requirements. Lastly, make sure you stay open to suggestions and improvements and try not to take criticism personally.

Start a conversation about the options.

Start a comment thread

Drag out a comment from the toolbar on the left and place it on your board. Other editors can reply to your comment.

Mention teammates to get their attention.

Mention teammates to get their attention

Type '@' in any text field to mention someone who has access to your board. They'll receive a notification and be able to respond to your comment.

Mark your favourites using reactions.

Add emoji reactions to your content

Select an image or note and choose "Add reaction" from the left toolbar.

You're done!

Hopefully at this point, one concept stands out as the obvious choice. Or perhaps this process has uncovered some valuable, clear feedback that will help you improve the logo even further. If you're just starting this process, use the template below to organize your logo concepts or read our full guide on How to plan a logo design project .

Start organizing your logo concepts

Get started for free with Milanote's easy to use logo presentation template.

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Logo Presentation Template for Clients | Free Download

• December 11, 2019

Nick Saporito

In this post I’ll be sharing a copy of the template that I use to present logo ideas to my clients. This is useful because it lays out all of the potential design choices in numbered rows and displays how they look on a light background, a dark background, and in monotone.

One of the members of my logo design academy requested that I share a copy of this template after watching the client presentation section of the course, and I thought it would be helpful to share a copy of it here on my blog as well.

Logo Presentation Template

Whenever I present logo designs to a client, I usually offer several design ideas to choose from. The way that I do this is by placing each design on its own row, and in 3 different columns that display variations of how the design will look under the following conditions…

• In color, on a white background
• On a dark background
• In monotone

Logos need to be versatile enough to work in many in different contexts, and because of that you will typically need to provide your client with color variations that they can use on any color background. This logo presentation template allows the client to visualize how their logo would look in those contexts.

Here’s an example of the template in use…

Click to enlarge

Each box of the logo presentation template is sized at 800px by 500px. This is typically a large enough size for the client to get a good enough view of the logos on any device (desktop, tablet, phone,) but not so large that it’s going to hog disk space.

Free Download

You can download a free copy of the template here: Logo-Presentation-Template.zip

Here’s how the blank template looks…

I’ve included two copies — one for Inkscape users (.svg) and one for Illustrator users (.ai.) However, the the SVG copy can be used with any vector graphics software, not just Inkscape.

I use this template so frequently that I’ve set it as my startup document in Inkscape so that every time I launch Inkscape, it opens this document instead of the standard blank document. I have a tutorial on changing Inkscape’s startup file here if you’d like to do the same.

Use it however you’d like. No attribution or credit necessary. Enjoy!

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Hi, I'm Nick— a Philadelphia-based graphic designer with over 10 years of experience. Each year millions of users learn how to use design software to express their creativity using my tutorials here and on YouTube.

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Thank you, very helpful!

Thank you, Nick.

Kenyan Grafik

Hi Nick, I have been reading your articles and this resource is very nice. Thanks for helping us in all sorts of ways.

Muhammad Hamrozi

Hi Nick! Thank you so much for the blog.

I wonder, if I wanted to send the concept to the client. What kind of file I should send?

Thank You -Ozi

I usually send it as a PNG

Great value Nick, thank you so much! What a great time saver!

Glad to help 👍

Frank Okunwe

Thank you for this, I normally do this on the design brief, just colored and grayscale, incorporating this in future deliveries would be such an upgrade, once again, thank you!

Good stuff. Thanks for everything. I’m very grateful to have found you on the net.

May your charity increase as much as your wealth.

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How To Present Logo Design Projects

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Learn how to present logo design and identity projects to your clients and win their hearts and minds..

I have mastered this presentation methodology by years of experience working with some of the best design agencies.

So if you're wondering how to present logos to your clients—you're in the right place!

Before we go into nitty gritty of how to present logo design work, first it’s worth to mention that:

Presenting logos is a science, not an art.

If you follow my proven process, you won’t have to sell nothing to your client, they will be sold on their own.

If your logo is the product that you sell, then your logo presentation is the packaging of that product.

As we all know, we buy with eyes, so that your logo presentation just as packaging must be very attractive. ‍

How you present your logos is as important as the logo designs themselves.

Presentation is everything when it comes to logo design.

Learn how presentations integrate into the broader project timeline of my branding process .

PS. If you prefer watching a YouTube video— check it out my channel .

5-Steps To Present Logos

• Prepare your client
• Start with objectives
• Explain your process
• Reveal the logos
• Get the feedback

Of course, before you proceed you have to have some logo concepts to show and someone to show them to.

I’m not going to talk here about how to design a logo , but I will just focus on the presentation itself—so let's assume that you have some logos designed.

First, it's important to establish some rules—let’s talk about the DO’s and DONT’s of presenting logos.

Common mistakes when presenting logos

The first biggest mistake you can make is presenting too many options .

How many logos should you present?—Show only three logos.

I’ve heard of designers presenting even 20 to 30 concepts—that’s way too many!

My client recently called me and said that some other designer presented them with 15 logos .

All of which were really bad, they didn’t like none of them .

You might be thinking that the more logos you present the greater the chance your client will like one, but the reality is that it will only confuse them .

Not even mentioning the energy and creativity you have to dilute over those 15 concepts—most likely you would end up with mediocre concepts.

It’s much better to focus on presenting only three strong logo concepts! ‍

Behind the scenes you can sketch hundreds of logos —no problem, just don’t show them all to your client!

The second biggest mistake you can make is sending them over by emai l, in an attachment. ‍

Is best to present logo and identity design projects either over the phone or in-person .

I usually present my logo design work via Zoom video call , after which I send my client the link to that logo presentation by email.

That way I get the chance to describe my logos , explain my ideas and say what I have to say, before letting the client voice their opinion.

Now, let’s talk about some of the best practices when it comes to logo presentation.

Best practices when presenting logos

The first best practice to follow when presenting your logo concepts is to start with a solid strategy session .

This sessions will provide you with all the necessary words that you can use to translate strategy into visual concepts .

This is basically about extracting important information from the client, but also engaging the client in the process and generating some ideas.

Learn more about how to develop and then translate strategy into visual design in my other article.

The second best practice to follow when presenting your logos is to take smaller steps with your client. ‍

You see, logo and identity design is often a long windy road towards the right solution.

It’s not like you just design something fast and there's is a big reveal where you expect to WOW your client.

it’s more of a sequential process where you’re building towards the final logo in a set of steps.

One of the best steps you can take is to use moodboards or stylescapes. ‍

Taking smaller steps will point you (and your client) in the right direction with confidence.

So remember—Never just send your logo presentation by email, and never present more than three concepts.

Tools to prepare your logo presentation

There are many ways in which you can present your design work successfully.

It could be a high-res PDF, a PowerPoint or Keynote, or you can simply use an online visual board tool like InVision.

First, I prepare mockups in PSD , then I embed these mockups in Indesign (one mockup per slide).

So that when I'm making changes to my mockup in Photoshop, the presentation will be automatically updated in Indesign.

Next, I don’t export a PDF like you would expect, but I rather publish that PDF to the cloud straight form InDesign, so that I can simply send my client a link later on.

That way, if I want to change something in my presentation, I simply republish it with just one click straight from InDesign and my client can see the changes .

They can also download the PDF for their own record or just to print it out if they want to.

So with that being said, let’s jump into building the logo presentation.

1. Prepare your client

First, before you show any of you logo work, you need to prepare your client for what’s coming.

You must put your client in the right state of mind before you show them anything.

I like to remind my client about two things: what a logo is and what makes a good logo .

So I open my presentation with a quite by great designer Sagi Haviv (that I had a pleasure to work with):

“A good logo is NOT about what one likes or dislikes, it’s about what works.“ —Sagi Haviv

The reason for saying that is to simply remind your client that logo design is NOT about personal preferences .

A logo doesn’t have to communicate or illustrate everything, so you shouldn’t try to say too many things with it.

A logo is more like an empty vessel and meaning can be attached to it over time , with its consistent use and following through on brand promise.

I say this in order to prevent the client from trying to make the logo look too busy and therefore confusing.

Next, I follow up with a slide that talks about logo design principles— what makes a good vs bad logo. ‍

Clients usually tend to be a bit subjective, so you have to remind them about some of the basic principles of logo design.

This should save you from hearing pointless suggestions later on that could ruin your great work.

We, as designers, have a good sense of aesthetics and we usually know why one logo is better than the other.

However, sometimes it’s not easy to explain that to our client.

That’s why I use the following slide with three logo design principles (again, developed by Sagi Haviv).

"A logo must be appropriate, simple and memorable." —Sagi Haviv

I say this out loud when I show this slide.

Next, I describe shortly each of them:

• Appropriate —Is your logo appropriate for the business?
• Simple —Is your logo simple enough to work in all sizes?
• Memorable —Is it distinctive, so it can be easily remembered?

I also explain that I use these rules when determining what logos would potentially work (I use it as a checklist).

Now, with those two opening slides, I don’t go into showing off the logos yet.

2. Start with objectives

Before you show any of your logo design concepts, you need to start with some basic facts .

You can start by saying something like this:

“Our goal is to design a new identity for Medihuanna, one that resonates better with our customers...”

Your goal here is to remind the client about the goals and objectives of this project or what kind of problems we’re trying to solve.

Here are some of the examples of the reasons why people need a new brand identity.

• repositions you to gain more sales
• increase your revenue
• connect better with target audience

This should have been fleshed out way before you start working—in your first sales call.

So if you follow my other guides on how to develop brand strategy and how to translate strategy into visuals , then you should know by now what I’m talking about here.

By reminding your client about the objectives for designing the logo, you will put them back into the buying mode—which can be a powerful thing when it comes to approvals.

This is also a great way to reassure the client that you understand the problem and you truly want to help them succeed.

Aside form that, it will help you remove yours or clients’ design preferences from the equation.

They will be more likely to settle on a logo they may not necessarily love, but they know it can work effectively for their business.

3. Explain your process

Once I stated the project's objectives, then I inform them about the strategy we took to accomplish these objectives.

Here, you simply want to summarize what you’ve done so far—I usually say something like:

"Before I show you the work, let’s take a step back and review the process to date."

Here I simply refer back to our strategy session and the brief that came out of that.

First, I show them the words that we chose to describe the brand , and next I show them the moodboards we created to express these words visually.

Here I just want to remind them what we’ve gone through together, from initial phone call, through brand strategy, to brand brief with moodboards.

I do this because it’s much more difficult to disagree with yourself than with other people.

So if you remind them about something they said earlier in the process (like during the strategy session), they most likely won’t refute the results of those decisions.

For example, if they chose the word “ credible ” to describe their brand during the strategy session, and then I use colors or fonts to reflect that “credibility”—it's much easier for me to explain my designs.

This whole summary shouldn’t take more than 5 minutes—it’s just a good way to get everybody on the same page .

This will help your client stay objective when you start showing them your logos.

Moreover, it will give your client a sense of ownership—after all, it’s their insights what drove your decisions .

4. Reveal the logos

Finally it’s time to reveal your logos and explain your thoughts behind each concept.

For example, this is how I presented my first logo concept:

"In the first logo we use a minimalist sans-serif font that conveys the simplicity of use and the clarity of our courses.“

First I say this as I show the first slide, which is just the logo alone centered on a white background .

The second slide is usually the logo on dark background and with some photo behind it.

So as I continue going through the slides I'm describing my work:

“To make the logo distinctive, we replaced the dot over the “i” with a leaflet which symbolizes nature and natural treatment that cannabis provides.“

The next—third slide—is a split screen showing the logo on white background on the left and black background on the right.

As I navigate through the slides (3-5 sec for each) I also say a few words about the designs and the decisions I’ve made.

For example, when I reach the slide with the pattern, I say this:

“I designed a geometric leaflet that can be used as an identity element and an extension of the simplistic wordmark”

And then when I go to the next slide I follow up with:

“This leaflet allows us plenty of room for expression, it can be used as a unifying graphic element on all applications.”

Remember that a huge part of successful presentation is your ability to articulate your design choices (the style, fonts and colors you picked).

Here, you can prepare yourself by reading design reviews , for example: I like to read the BrandNew Blog .

This will help you build your design literacy, so that describing your work will become much easier.

Of course, whatever you say it must be backed up by strategy and decisions you’ve made with your client in the past.

So the following few slides is a collection of different mockups relevant to your client. ‍

You should know by now what mockups to use based on the discovery session ( the 6th exercise of my strategy guide ).

However, typical mockups would include something like business cards , envelope , stationery , perhaps a website , maybe social media graphic , a signage and so on.

All the things that your client expect to see the logo on.

Here, it’s important to show a couple of small format mockups like pins, icons, pencils, cufflinks as well as large-format mockups like signage, way-finding, interior graphics, billboards etc.

Your client needs to see how the logo will look like when used in small size as well as at scale—in large format.

Here you can even go beyond of what they would typically use the logo on and add a couple of extra mockups .

That way you can really help them envision this logo in use in real life.

Beginner designers often ask me—how to find best mockups for logo presentation?

There are many places where you can find free mockups , but the problem with that is that they tend to be everywhere just because they’re free.

A much better way is to buy premium mockups —they won’t cost you a fortune, but you will end up with a gorgeous logo presentation.

Alternatively you can create mockups yourself by finding stock photos and then using Smart Objects in Photoshop.

It always try to include at least one or two realistic photos, for example a billboard on the street or on the side of a building.

As I go through these slide, I’m NOT asking for the feedback yet— I simply lead the presentation and navigate through slides while describing the designs.

If client interrupts me, I simply stop them saying:

"Please let me go through all the concepts first and then we can discuss them".

Once I’m done with presenting the first concept, then I go straight to the second one.

As I already mentioned, the ideal number of logos to present is three .

And each of the three logo concepts should be explained on the same sequence of slides.

What it means is that you should use the same mockups for each concept just to make the comparison fair.

Your client will probably reject one of them and then lean toward either one of the other two.

Rarely clients will make a decision on the spot—but that’s fine, that’s why we’re preparing such a beautiful logo presentation.

That way the client can sleep on it, show it to other people and get back to you with some feedback.

So you do the same with the other two concepts—you should have about 5 to 10 slides per concept.

And again, while you’re preparing those mockups, try to describe your thought behind each concept .

For example, this is how I described my 3rd logo concept:

“This concept was inspired by crests that are often being used in logos of universities.”

and then while I go through the slides, I add:

“In combination with the prestigious-looking color palette, this identity portrays Medihuanna as a well-established and respected educational organization.”

When I reach the slide with the mark, then I add:

“Here we retain the serpent-entwined rod (symbol of health) from the old logo, but we refined the shape to nicely sit inside the university-like crest.”

When I’m on the slide with book covers, I talk about typography:

“Using the classic, traditional serifs as the primary font, adds to the heritage, plus it compliments well the sans serif wordmark set in all caps.”

So I just gave you a few examples of what I say when presenting logos to my clients and I hope it gives you an idea of how to describe your logos.

Remember—having a story behind each piece helps you sell it easier .

And finally at the very end you need to add one more slide to compare all three options .

Once I reach this comparison slide, I follow up with a question to release the tension .

A good question you can end your logo presentation with is:

“Did we take a step in the right direction to connect better with our customers?”

After all, I have been presenting for the past few minutes and didn’t let them talk yet.

Now, it’s time to get some feedback.

5. Get the feedback

Once you finished your presentation, then let your client talk but don’t push them to make a decision just yet.

The worst you could say at the end is:

“What do you think?”, or “Which concept do you like?”.

Instead, you should refer back to the strategy and ask them to step into customer shoes .

I usually say something along the lines:

“How do you think John would react to each of those concepts?”

This will help you take the client away from subjectivity (once again) and help them see it through the eyes of customers.

Every time your clients says something like “I don’t like this” or “I like that” — help them get back in the right mindset.

Simply remind them that while you understand that they pay and they must “like” the new identity, we should really focus on the target audience because ultimately it is for them.

We should really think about how potential customers would respond when judging these logo concepts.

Even if your client have some favorite right away, they most likely won’t tell you just yet and you shouldn’t force either.

A much better way is to follow up with something like that:

“Is there one direction that we should definitely eliminate now?”

Usually, clients will come to consensus that one concept we could cross off the list.

Sometimes clients can give you an immediate feedback like “I’m leaning toward the first concept”.

However, I usually want to give them some time to sleep on it and invite them to discuss these concepts internally.

I say something like this:

“I know it’s a lot to digest and you probably want to show it around—how about we regroup in 3 days?”.

By saying that, you will take the pressure off your client and give them more time to make the final decision.

Just don’t leave the meeting without scheduling a specific time to talk.

Whether it be a call or an email, ask them when they might be ready.

Conclusions

When you present your work as a graphic designer , you might feel a bit anxious and insecure , but this is normal.

Only you know the amount of time and effort you’ve put on into designing these logos, so it’s natural to fear the client rejecting them all .

Just imagine your client “not getting it” or demanding changes that will ruin your hard work.

Does it sound familiar?—It happened to me so many times when I was starting my career as a logo designer.

But eventually, over the years I’ve developed this process that makes my logo presentations go smooth .

Not only the logo presentation, but the whole process of working with clients who come to me for logo design.

Starting with the initial discovery call, to strategy session, to execution and presentation—my process allows me to be super effective and efficient.

So if you follow my process of presenting logos, then you should just nail it at first with a beautiful presentation that is hard to reject.

My client picked the 1st logo concept, next we just refined the leaflet a bit, polished the designs and then I delivered the logo artwork and brand guidelines.

You can see the final work for Medihuanna on my portfolio.

Need a custom logo?— Just shoot me an email. ‍

Download my template

Looking to save time create your own logo presentation template ?—Look no further.

Now, you can download my InDesign files —the presentation I've done for Periti Digital (more recent project than Medihuanna ).

For only $29 you can get all the files ( 2.1 GB )—The template is made in InDesign with Photoshop and Illustrator files embedded in it (including mockups and logo files).

Just customize the template, change the logo and branding (colors, fonts)—and you'll be able to use it with your clients right out of the box!

BTW. Check out my new Brand Presentation template , which is a part of my Creative Suite bundle .

In any case—I hope you enjoyed my tutorial on how to prepare a successful logo design presentation.

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Logo Presentation Template

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With this eye-catching presentation template, you can design a presentation that will perfectly highlight the importance of a great logo using images, icons and other visual aids.

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This template can be fully customized. You can edit content, change image(s), apply custom colors, input your own fonts and logo, and more.

Download as a PDF to share with your recipient or generate a shareable link for online sharing.

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How to Present a Logo to Clients in 6 Steps (Tips from Experts)

Preston Lee

Preston Lee is the founder of Millo where he and his team have been helping freelancers thrive for over a decade. His advice has been featured by Entrepreneur, Inc, Forbes, Adobe, and many more. Learn more »

Adam Wright

Adam Wright is the Content Manager at Millo, in addition to running his own graphic and web design business, Adam Wright Design. When he's not working on his business, you can find him watching hockey or just about any type of racing. Learn more »

1. Start with the logo design brief

2. make the logo presentation in-person or via video, 3. tell a compelling story about the logo, 4. include mockups & provide context, 5. show off the logo’s versatility, 6. focus on the audience, 3 logo presentation templates for inspiration, mastering how to present a logo.

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Mastering how to present a logo to clients can take years of practice and experience.

Plus, there’s the pressure of getting a client logo presentation right the first time in order to avoid starting over or frustrating your client.

While a logo technically should stand on its own, my friend and logo expert Ian Paget perhaps put it best:

“I’ve learned through experience that how you present your design work is as important, if not more, than the physical design phase.”

With that in mind, I reached out to Ian, who runs a wonderfully successful logo design company in the UK and asked for a favor.

Could he connect me with dozens of talented logo designers to answer the question of how to present a logo to a client successfully?

What I got back was a collection of incredible advice from experienced logo designers who have been designing logos and presenting them to clients for years.

That means, instead of slogging through learning how to present a logo from scratch, you can learn from some talented and experienced logo designers exactly how to present a logo for the highest chances of client satisfaction.

• When presenting a logo, keep it simple. Present only your best design option(s).
• Explain how your design choices align with the client’s brand and goals.
• Consider using mockups to show how the logo would look in real-life scenarios.

Below are some of the most helpful responses I received. I hope they’ll prove useful as you perfect how to present a logo to your own clients.

The success of your logo presentation to a client starts long before you sit down to present your logo.

The real secret of how to present a logo begins in your initial meetings with clients when you send a proposal and agree on a creative brief.

Then, presenting a logo to a client becomes a matter of showing them how your design fulfills the requirements you both agreed on earlier in the process.

Here’s what a few expert logo designers had to say about how to present a logo according to the design brief:

Always start with a detailed design brief. If the client doesn’t provide you with one, create your own by asking the right questions. Once you have created a brief, get the client to approve this before starting anything. As part of my logo design process I create a tick-list of objectives by asking questions. I then ask the client to check and approve this list. This approach ensures that we’re both on the same page from the outset, and that I have goals to refer back to when presenting my work. — Ian Paget, LogoGeek Before presenting I start with a conversation. I tell them what they are going to see, and how I will explain the reasons behind the work. I talk about research and reiterate what the creative brief outlines. —Susan Feinberg, Fireside Take them through the logo design process and show them how your concept meets their criteria. —Col Gray, PixelsInk Refer back to the brief to show your understanding of their brand and requirements. — James Mortimer Sponsored Become a sponsor Start with the end in mind – the goal – then repeat the brief, linking to aspirations they have for their company/brand. Then take them through what you will be presenting and your thought process for each. — Danny Matthews, Danny & Co. The most important thing is that the client can see how the solution delivers the strategy. — Iain Hamilton

Another suggestion on how to present a logo that came up over and over again in our group of experts was to make your logo presentations to clients in-person (or online), not via email.

Part of mastering how to present a logo is being able to gauge client reactions on the fly and adapt to a wide variety of responses. This proves near impossible when you simply present a logo via email.

Taking time to prepare a logo presentation that you make “in person” also shows you care about how you present the logo and that you believe in your final logo design.

Here’s what a few of our expert logo designers had to say about how to present a logo in-person (or via video):

My best advice is to always present [the logo] face to face. Never just send a file… It’s a simple one but also one of the most important things, in my opinion.

— Mads Haakansson, N’fellows Have structure to the presentation and always do it in person/live, instead of email. — Danny Matthews If you’re presenting the logos over skype or Zoom, do not send the presentation document to the client ahead of the call, instead present the logos document to them page by page and talk them through what they are seeing. — Ben Stanbury – Prosper Sponsored Become a sponsor

Learning how to present a logo to a client is as much about storytelling as it is about professional presenting skills.

In fact, a story will often get you much further with a client than a stiff, executive-style presentation ever will.

Your story should present the problem the company or its customers have faced and how the new logo solves many previous issues.

Here’s what some of our experts had to say when it comes to using storytelling when presenting a logo:

Tell the story behind the logo and it’s meaning. Touch on how it meets their criteria and how you see it resonating with the target market. Make sure to summarize that story as a simple blurb in the presentation, so the client can reference it as they deliberate.

— Rachel Stoneking, Stoneking Design Take them on a journey. Tell a meaningful story both visually and in writing. — Craig Burton Make a little animation or GIF to explain the story of the logo. This makes your client’s life easier as they explain further to all other stakeholders. — Mohak Ahuja Tell their story. Show how you’ve listened and interpreted their core. Show them that you understand and share their vision and goals. The craft and implementation can come later in the presentation but they need to believe you’ve ‘got it’. — Jonathan Harris, Harrisment

In addition to telling a story and showing how your logo solves the client’s problem-at-hand, you’ll also want to learn how to present a logo in context by providing real-life scenarios and mock-ups.

By presenting a client’s logo in real-world settings (like on their products, on business stationary, or in advertisements), your client will be more likely to envision the strength of the new logo you’re presenting.

Here’s what logo presentation pros told me about harnessing the power of logo mockups:

Include mockups to show the logo in use in real world situations and not just on an empty white page. Many people need help with visualising their logo in use and it really helps to sell the design. — Col Gray Give the logos some context. Whether that’s on the back of a business card, or the side of a building. It will help them understand how their new brand is going to work in the real world. — Simon Potter, Pixels & Paper Show them how the logo will be used in real life and suggest an application they may not have thought of relating to their aspirations. So if they would love to bring out a new product in future – show how that would look in real life to give longevity to the designs. —Danny Matthews Showcase the logos on mockups! Be sure to use the typical business stationery mockups, but also include a few that are relevant to the clients and their industry. Mockups are a great way to show clients how their new logo will work in the real world. —Rachel Stoneking Choose some selected key visuals/mockups of their identity in action. Get them to buy into themselves and their audience using and experiencing the new scheme. —Jonathan Harris You have to present [the logo] in context, and build on a story that the client will embrace. All of this stems from understanding the business, the culture, and the brand to help establish the right design for the right narrative. — Tony Lopez

In addition to presenting mockups of the logo’s potential usage, it will be helpful to show how versatile your logo can be.

Learning how to present a logo in a wide variety of ways will help your client see how flexible and timeless your new design is. It will help them see exactly why you charge good money for logo design .

Here’s what some of our logo design pros said about versatility:

Present it in as many ways as you can. Show it big, small, white only, black only. Show it embroidered, screen printed, embossed, glossy, matte. Show it on a mug, a hat, a t-shirt, on paper, on a car, on a billboard, in a newspaper… you get the idea. The point is to show them the versatility of the logo. Show that you’ve put in enough thought on the design that no matter the situation your design is going to work for them and not be something they need to “find a solution for” down the road. — Mike Pickett Don’t just show it large, show it tiny too. Large is impactful, but small shows it has range. There’s no point progressing a design that doesn’t work at 100px wide. —Mark Bowley, Bowley Design

Throughout your entire logo design presentation, you want to focus on the logo’s audience.

The audience is often not the client you’re presenting the logo to, but their customers or clients. So while it may be tempting to talk about how much your client should like your new logo designs, learning how to present a logo with the right audience in mind is critical to your success.

Perhaps one of the most critical pieces of advice was given by logo designer Ben Mottershead from Ben Designs: “Always show the logo as it would be seen by an audience.”

That means as you’re presenting mockups or highlighting the versatility of your new logo design, make sure you highlight the new logo from the perspective of the most important audience: your client’s customer.

You may find you need to remind your client to judge the new concept based on the audience, as I was reminded by designer Darius Enache: “Tell them on what criteria they should judge the logo (functionality, not personal preference).”

Show customers using products with the new logo. Show team vans parked on streets with the new logo plastered on the side. Mock-up a banner to see what the logo might look like at a major convention.

Putting the audience first through the entire process will be critical as you learn how to present a logo successfully.

To help your logo presentations and spark some ideas, here’s 5 designs done from experts showing you how it’s done.

Grid logo presentation by Gennady Savinov

In this logo presentation, designer Gennady Savinov created a simple, yet effective grid layout to show both color variations. Additionally, he included the logo spacing spec for added visuals. This layout quickly and easily shows the client your design concept.

Single logo presentation by Angie Mathot

Detailed logo presentation by Jeroen van Eerden

In this logo presentation design, designer Jeroen van Eerden created a one-pager full of info. This gives a breakdown of who the company is, what they’re about, the logo design variations, and the typography to be used. Although it’s a little busy, this style can be super informational and useful for relaying brand guidelines.

The truth is, you won’t be perfect at presenting logos to clients overnight. And that’s ok.

But with time, and using the advice of the expert logo designers above on how to present a logo, you’re way ahead of the competition.

In addition to the advice shared above, Steve Evans from Sed+Co urges, “Make sure you … tell them to sleep on the concepts. Far too often clients are too quick to pick an option. Once they’ve gained some distance from the initial excitement, they’re mind is clearer to make an informed ‘business minded’ decision.”

And, of course, perhaps the most important advice for anyone wanting to learn how to present a logo comes from designer Liam Jackson:

“Only present designs you’re happy with. (We all know why 😅 ).”

For anyone who doesn’t know (yet), there’s an unwritten law in logo design that the client will always, ALWAYS pick the design you like the least.

So when presenting logos to clients, never show them something you’re not happy with yourself.

With that, you’re ready to go. All of us wish you the best of luck on your next logo design presentation!

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Clients Creativity

Written by Preston Lee

Editor at millo.co.

Preston Lee is the founder of Millo where he and his team have been helping freelancers thrive for over a decade. His advice has been featured by Entrepreneur, Inc, Forbes, Adobe, and many more.

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Reviewed & edited by Adam Wright , Editor at Millo.

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Comments from the community

All of these are highly appreciated and remarkable client dealing strategies. But I have a query, what if you get some really annoying client who is not willing to show any interest in that design you made with full dedication and hard work. I was in a trouble last month when this type of situation happened to me and after all the efforts, I was no excuse for my services I provided him. However, nice post and I’ve learnt a lot from this.

Thank you for this great article. It is very important to provide clients with more than one logo concept for them to be satisfied with the service you have offered. This gives them a chance to choose from different styles and options.

Offering clients free revisions will also win clients over.

I just want to know how designers deliver the logos to the client? By email? By jump drive?

i see that a lot of logo designers who post their work online present their work on business cards or a large wooden panel. Especially for compete branding packages. How do they do this?

Focus should be on the logo and not presenting it on different material or backgrounds. That stuff comes later. The logo should be on a white background and free of clutter and other distractions. what your talking about is a brand identity which comes with big budget clients and possibly after they select one of the designs.

I’m not in agreement with this. A logo is never seen in isolation, so why present in this way? I think a logo needs to be tested in application by the designer, and also presented in this way too. I personally present the logo on its own as you mentioned, together with a few slides showing it in use as it helps to sell the design. There’s lots of really cool tools out there to make this a quick/easy process.

Awesome article. I love being able to explain “why” I create a logo the way I do and the elements I choose to include. It does double duty as showing the client that I was listening to their wants and it serves as a barrier to keep me from including irrelevant information or elements. Again, awesome post!

Your article covers almost all points.But I want to know to make a attractive background and portfolio that can help me getting more clients.I make good logos but problem comes while showing them .please help

Great article, nice tips! The first impression is so important, that there’s no room for bad logos. Unfortunatelly it is sometimes hard to convince clients of the solution that would be the best for them.

Nice article. Anyone that is presenting full web designs should remember to create a “mockup” of their work that your client can view in a browser with a background.

Very good post, awesome read, thanks

To echo Shea’s comment, Murphy’s law applies here. If you include a logo you are not 100% pleased with, the client will pick that one. Also, if you are working with an AE on the project, be sure to sit down beforehand and explain your reasoning so they can appropriately champion your work to the client. If you don’t work together as a team, it will make everyone look bad, not just the design. Great article Preston!

– “Present practical application”

Very often their first reaction is not so good when you showed them JUST logo. Then you put in on the business card, stationery, t-shirt, whatever – and they love it.

Most people perceive things depending on their surroundings :).

@Michal Kozak, That is a very good point! It seems that the client is always more impressed when you go the extra mile to help them understand application of the logo. Thanks for adding.

Sure do all that work but make sure your getting paid for all that additional work. That stuff comes after they decide on one of the concepts. Also the proper way is to have them pic a logo and if there are additional revisions, then you move to all that jazz with business cards etc.. You only do that if they pay for it, not to win them over. Your logo should do that by itself.

Nice Article. The first impression counts!

The “why” factor is always acting as the main principle in my presentation. From my experience: the more time you spend and efforts give to writing presentation the more positive client’s reaction is. So obviously sometimes it’s just not enough for a result and then it comes to how good you can be at explanations of your decisions.

And never present something that you don’t love. If it’s just okay… It it’s your least favorite… If it’s one one that you did just to illustrate how much better of an idea the others are, It is guaranteed that the client will pick that one.

YES! THIS CANNOT BE OVERSTATED! It has proven true SO many times.

It must be your best pick. Nice one Shea.

Nice tips! The way we present the logos might be 50% of success. We can drive the client’s mind to what we want 🙂

wicked article. You defiantly hit the nail on the head with a lot of those points. A lot of what I have read says that how you present your concept is just as important as what you present to a client.

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• How To Present Logo Concepts

Why present, instead of email?

I never email logo concepts to clients without first presenting the concepts. Live presentations (whether in person or via ZOOM) are critical for several reasons:

• It gives you the chance to explain the logic and insights that drove your creative decisions
• It allows you to educate the client while presenting (most clients need guidance on what makes for a good, and consequently a bad logo)
• It helps build rapport with the client and stakeholders
• It reassures the client that the design concepts are not random expressions of your subjective preference
• It allows you to show the concepts in the order and manner you choose
• It enables you to gauge the temperature of the room and gain feedback in real time
• It gives you the chance to defend your design decisions when met with pushback, if needed

Build your design vocabulary

A huge part of the presentation is the designer’s ability to articulate the design direction, the decisions made, the style of design, and the usage for the logo. Reading books, forums, reviews, and blogs about design will help build our design literacy.

The Presentation Flow

Every time I present logo concepts to clients, I follow the same general flow of presentation.

Step 1) Pre-Framing

Pre-framing is a tactic of preparing your clients frame of mind before you show them your logo concepts. Before revealing the logo concepts, I like to remind the client of two things:

1. What a logo is. A logo is not communication, it is identification. It shouldn’t try to say a whole lot. It is best to think of a logo as an empty vessel that meaning can be breathed into over time, with consistency of use and follow through on the brand’s promise. When you try to communicate too much with a logo, it becomes too busy and distracting. Helping clients understand this will answer the notorious question/objection before it comes – “I don’t get it? What does it mean?”.

2. How we define good (and bad) design. Logo design has a bit of subjectivity to it. Who is the standard for what good and bad design is? When we see a good logo it’s difficult to explain why it’s good. We just kind of know it when we see it. Same goes for bad design. However, it’s not as arbitrary as you might think. There are some basic rules for what constitutes a good and bad logo. During Discovery I like to share a short video from the Futur featuring Sagi Haviv regarding the 3 rules to a good logo (I add a fourth rule). At the beginning of the logo reveal presentation, I remind them of the rules which, for us, act as the filter through which we determine what designs would work for their project.

Pre-framing takes only about 1-2 minutes, and I show them these two slides…

Step 2) Objectives and Strategy

Now that the ground is laid and the client is aware of what to expect for the logo presentation, I remind them of our objectives for designing the logo, and the strategy we took to accomplish their objectives.

Objectives need to come from the client – not the designer . It’s important for the designer to understand the client’s need for a logo design or logo redesign, and the need must be deeper than aesthetic preference. Objectives are uncovered during Discovery. Maybe they are trying to tap into a new market. Maybe their logo isn’t able to move with them into the future. Maybe there have been organizational changes and they want to communicate change through a fresh identity. Reviewing objectives not only reassures the client that you understood the problem to solve, it also removes their design preference from the equation. Most clients are willing to settle on a logo they don’t personally like, so long as the designer can clearly articulate why the logo meets their business objectives.

Strategy needs to come from the designer – not the client. Once I restate the client’s objectives for the logo design, I inform them of the strategy we took to accomplish their objectives. I inform them with words, first – then showing them how those words are expressed through the concepts we created. It’s critical to build the case for your strategy before you show the execution.

(Example from an actual presentation)

Step 3) Review Insights from Discovery

The logo concepts we come up with are a byproduct of the strategy we develop. The strategy we develop is the byproduct of the Discovery session. Discovery is a facilitated meeting lead by the designer for the purpose of uncovering insights that will inform the creative team on what and how to design.

The last step before revealing the logo concepts is to remind the client of the insights they gave you during Discovery. This reaffirms the fact that the logo concepts are just as much from them as they are from you. It gives the client a sense of ownership of the concepts since their insights are what drove your decisions.

Step 4) Reveal the Logos

Show only three logos. Even though during the creative process we may sketch or work on dozens of logo concepts, we typically only reveal up to three and no more. Showing too many concepts can be overwhelming and cause paralysis, making it more difficult for the client to choose. It also cheapens the design for each concept you show. When you narrow down your concepts to three, it reinforces the idea that these are the top three strongest choices.

Show one logo at a time. Instead of showing all the concepts together on one image, I focus on building a single case for each concept. Showing one logo at a time helps the client focus on the logic and the story, rather than their personal preference. If you start by showing them multiple concepts at once, their eye might naturally be drawn to the one of their personal preference – hindering them from hearing the case and logic for each logo.

Show the logo in context. In everyday life, you never see a logo by itself on a clean white background with no other distractions or surrounding elements. You always see a logo in context of something it’s placed on. During Discovery its important to identify what context the logo will be used in, then show the logo concept in those contexts. It changes a design when you see it on an application rather than on a simple white background. Remove as much guesswork as you can, filling in the mental gaps your client will have when they see your concepts.

(From the ZND Residential Example)

(Other Samples)

Step 5) Gain Feedback

After you reveal your concepts, building a case for each logo, ask your client to share their initial thoughts. “What are you thinking? How are you feeling? Which one feels right, based on the objectives and strategy?”

Don’t put pressure on the client to make a final decision on the spot. Reassure them that they will have time to make their determination (how long depends on how you structure your timeline). However, gaining their initial feedback during the time of the presentation is important. Document what they say by writing notes on each concept they comment on.

In my opinion, the more people in the room during the presentation the better. With more people it is easier to gauge consensus as people start to speak up. They will collectively start building a case for the popular choice, and landing on a decision will be quick. When there are only one or two other people in the room, there tends to be a bit more hesitation because they do not want to make a wrong decision. People thrive off confirmation, which is why you’ll hear “I love the concepts. Send me the samples and let me think about it over the weekend” (AKA – let me show a bunch of people and get a vote). Larger companies know better than to get cheap opinions from non-professionals – especially those who weren’t present for the Discovery session and have no insights into the strategy. However, even if this does happen, so long as you have done a good job articulating your case for each logo and demonstrating how the concepts are a direct result of their objectives, a few outside opinions won’t hurt. It is extremely rare when a client is unhappy with any of the concepts and asks for another one when you present well.

• Never email logo concepts, always do live presentations.
• Develop your design vocabulary so you can effectively articulate your concepts.
• Follow a structured flow for your presentation
• Pre-frame your client’s mindset before the reveal
• Remind them of the objectives and inform them of your strategy
• Review the insights from Discovery that informed your design decisions
• Reveal the logo concepts. No more than three, one at a time, and in context.
• Gain feedback

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30 Examples of Logo Design Concept Presentations for Inspiration

• Trevin serves as the VP of Marketing at WebFX. He has worked on over 450 marketing campaigns and has been building websites for over 25 years. His work has been featured by Search Engine Land, USA Today, Fast Company and Inc.

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