Clickl - Logo and Colors
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Brand concept presentation: Logo is not enough
Sounds obvious, but let’s check if you’re already doing this.
Primarily, make sure you’re not presenting brand identity components in isolation. It’s important to provide more context for the palette choice, for example, but let it be just a part of the presentation, while the rest will be more comprehensive.
Create a coherent look&feel that provides context. What will be natural for a brand existence, must be reflected in the brand concept presentation.
Speaking of which, it has to be a presentation with narration and structure.
Even though we’re talking about design work, it’s still important to pay attention to how it’s going to be presented. Captivate the listener, tell a story! A good introduction is half the battle.
First, refer to initial agreements and conclusions from the brief. And then, lead a client through a story, while showing the visual part of the work. Don’t focus on technicalities too much, ensure a smooth experience 🙂
To us, brand identity is not a logo, colors, and typography combo. It’s a system of verbal and visual means that must get the best out of the brand.
But enough about the abstract. After all, presentation needs images.
This is what we keep in mind while creating brand identity presentations (not to be confused with brand guidelines):
❶ Use cases and media
Does this brand have comprehensive social media communication? Is it supposed to have an outdoor exposition? Does their communication include offline events? We don’t pull mockups out of thin air, we visualize how things are likely to look like.
❷ No random techniques
It’s easy to pack the concept with cool graphics but if you don’t have a vision for them in real-life cases, they shouldn’t be there just for the sake of look&feel. We present only those techniques and suggestions that we know how to use and describe in the brand guidelines.
❸ Scalability
The brand concept must inspire to create more, not limit us to what is shown in the presentation. At this stage, it’s worth understanding if suggested techniques can be used in a different way or on a larger scale. And if we already know this, it may be a good idea to visualize this.
To put it simply, we make it make sense. All visuals, graphics, and mockups are supposed to not only create a desired vibe but also reflect a broad spectrum of use cases and media.
If you are already doing this, you're on the right track.