Kwaku Amprako is a logo and brand identity designer, educator, and founder of Akrivi — pioneering BIDA (Brand Identity Design Automation) to empower designers to create with more speed, precision, and less stress.
What to Include in a logo presentation
5 Important Elements to Include in Logo Presentations
You’ve poured hours into designing the perfect logo. The vectors are clean, the concept is strong, and you're proud of the result. But the work isn’t over. Now you have to present it to your client, and how you do that is just as important as the design itself.
A great presentation isn’t just about showing a logo; it’s about telling a story, proving your strategic thinking, and guiding the client to the right decision with confidence. A well-structured document prevents endless revisions and shows the client that you are the expert.
In this guide, I’ll walk you through the 5 essential elements I include in every logo presentation document to ensure the project is a success.
1. Brand Overview
Before you show a single design, you need to show the client that you understand them. The Brand Overview section is where you demonstrate that you’ve done your research and digested everything they’ve told you.
This section recaps the brand’s purpose, vision, mission, and core values. It’s all about them, not you. By starting here, you prove that your approach is strategic and that every design decision you’ve made is based on a deep understanding of their business.
Discover how using bento grids change how you present logos to clients.
2. The Creative Process: Explaining the Rationale
After the brand overview, you need to show your creative process. I use a simple ‘Logo Logic’ equation to explain the rationale behind my designs.
The formula breaks it down like this: [Core Brand Attribute] + [Visual Concept] = Design Solution.
This turns your creative journey into a clear, strategic solution for the client. It shows your thought process and reinforces the value of your work.
3. The Logo Directions
Now it's time to reveal the logo concepts. For each direction you present, whether it's one or multiple, don't just show the primary logo on a blank page. Present each one as a complete system.
For each concept, this is where you should display:
- The Primary Logo: The main, full-color version.
- Logo Variations & Lockups: Show how it adapts, including the logomark and different lockups (horizontal, vertical, etc.).
This proves that for each direction, you’ve thought about more than just a single icon; you’ve built a flexible and professional identity system.
4. Application (Mockups)
A logo is only as good as how it works in the real world. The application section is where you bring the brand to life and help the client visualize its potential.
Place the logo on high-quality mockups to show how it will look on different items. This could include:
- Business cards or packaging
- T-shirts or other merchandise
- Social media profiles or website headers
Seeing the logo in context makes it tangible and exciting, which is key to getting enthusiastic approval.
5. Summary Page
Finally, you need a clear summary page. Don’t overwhelm the client by making them scroll back through ten different pages to compare things. A single, clean overview helps them see everything on one page so they can make a decision more easily.
This is the perfect opportunity to use a Bento Grid layout. It allows you to showcase the primary logo, color palette, a key mockup, and typography all in one cohesive, organized view. It’s the perfect way to end the presentation on a strong, professional note.
Bento Generator will create bento grid instantly.
Ready to Present Your Next Logo?
A polished presentation is what separates amateur designers from professionals. It shows that you’re not just a designer, but a strategic partner.
To help you get started, I’ve put together a professional Logo Presentation Template that includes all of these key sections. It's designed to save you time and help you present your work with confidence.
Conclusion
As you can see, a great logo presentation is about storytelling. It connects the design back to the brand’s goals and shows the depth of your thinking. By including these 5 essential elements, you can elevate how you present your work, impress your clients, and get approvals faster.
