Key Tips to Get Your Logo Proposal Approved

If you’re a design or marketing student, you’ve probably wondered how to get your logo proposal approved by a client. With over 30 years of experience as a graphic designer working with various agencies and brands, I’ve learned that success is not just about the quality of the design but also how you present it.

As designers, we encounter all types of clients at our studios—some with a dream to turn into a startup, others with a well-structured business plan. For this reason, it’s essential to evaluate your client and understand how in-depth your logo presentation should be.

In this article, I won’t focus on the quality of a logo design itself, but instead share key points that will make your logo proposals stand out and get accepted by your clients. These tips can also be helpful for other types of projects.

The Process Starts Before the First Sketch

Many designers think the work begins when they sit down to make the first sketches. However, the process starts much earlier—when you meet with the client to discuss the project and understand the context, the client, and their target audience.

Start by obtaining a solid brief and ask all the necessary questions. Common questions include:

• Who are you?
• What do you do, and why do you do it?
• What product, service, or company will be linked to this logo?
• What is your core promise, or what do you offer the public?
• Who is your target audience?
• What story is behind the logo or company? And what are your future goals?
• What message do you want to convey with your logo?
• Who are your competitors?
• Where will this logo be applied initially?

A logo is not just a pretty image; it’s the visual face of a brand and must communicate its essence. That’s why, as designers, we must act as strategists, communicators, and marketers.

Listen to Your Client (But Don’t Do Everything They Ask!)

During the design process, many clients have preconceived ideas about how their logo should look. Instead of dismissing or blindly implementing these ideas, listen carefully and ask them why they think these ideas would work. This will give you deeper insights into their expectations and allow you to offer a solution that better aligns with the brand’s goals. If you need to incorporate their ideas, include them in your final presentation and, if they don’t work, demonstrate why with solid arguments.

Present Your Quote Correctly

A common mistake is sending your quote via email or WhatsApp and waiting for a reply. Don’t do this! It’s crucial to present your quote professionally, whether in person or through a video call, especially for important projects. This allows you to explain all aspects of the project, resolve any doubts, and, most importantly, convey your passion for design.

Be sure to include in your written quote the different stages, the number of proposals to be created, the number of revisions, and what you will deliver at the end of the project.

As a final recommendation, don’t start the project until you’ve received an initial payment for your work.

Explain Your Creative Process

It’s essential that, during the presentation of the quote, you explain each phase of the creative process you will follow to develop the logo. Whether you’re working with a final client or an intermediary agency, everyone needs to understand how you plan to approach the project.

Phases may include research, ideation, sketch development, and the creation of mockups.

Research, Research, and Research

Don’t rely solely on the information provided by the client. Do your own research on their product, service, market, and competitors. The more you know, the stronger your arguments will be when defending your proposal. Research not only allows you to be more creative but also elevates the perception of your professionalism and commitment to the project.

The Presentation is 60% of the Success

A good presentation is key. Prepare one or more design proposals showing how the logo will appear in real-world applications. Present each design separately, explain your design choices, including colors, typography, and symbols. Some suggest presenting the design you’re most confident about first and the second one last. You should also include a slide with all proposals together so that the client can compare them and start asking questions.

Ensure you explain the creative process or the criteria you used to develop each proposal. Depending on the project size, you can show logo proposals in various applications such as business cards, websites, or social media to help the client visualize their value.

Personally, I recommend showing logo samples in different uses for the second round of proposals, when you should have only one or two logo designs before the final delivery. Doing this in the first round with multiple proposals can unnecessarily extend the presentation and cause the client to lose focus.

Remember, never send a PDF without a clear explanation! Always aim to present in person or via video call to clear up any doubts on the spot and maintain a professional tone while being ready to answer questions.

Contact Carlos Apitz for More Branding Advice

If you want to learn more about taking your design proposals to the next level or need help with a logo or branding project, don’t hesitate to contact me. As a graphic designer at Link Team LLC in Miami, I’m here to help ensure your proposals are not only creative but also effective.