For all of you that don’t know any better.

Keep all discussions of style out of the conversation about your work.

Let the work be its own style- a visual manifestation of an idea.

Clients have been known to kill an idea just because they dislike a particular style. Typically, they are not sophisticated enough to parse a visual relationship between their logo and design history. They do have a pedestrian’s understanding of art history from the local poster shop that will work against you.

The only exception would be if the style was directly related to the subject of the logo. -like a Shakespeare Festival….

Of course, rules can be broken, but for people just starting out, relying on historical references to define your work is a crutch and usually results in uninspiring work.

Stick to the ideas of the logo wherever that may lead you.

This is incredibly helpful when trying to win a client.  This type of treatment makes you look professional and knowledgeable.  Thank you for the example Rationales.  They are incredibly helpful to designers.

Thanks for a great post - some really useful advice.

Very great advice.

@Jacob: Presentation and context are definitely king. I was just scrolling through comments to leave some Paul Rand inspiration.

Paul Rand has some great Logo Rationale inspiration on his website here - http://www.paul-rand.com/identity.shtml if you look at the NeXT Logo Presentation or The Limited - thats a great resource for inspiration!

Another reason to provide a written overview of the logo is because they will invariably show it to other people (hopefully only a few. Do tell them to limit that audience to people who are intimately familiar with the logo OBJECTIVES.)

When you leave the logo for client review, if possible, add the description under the logo in an unobtrusive manner. This way, when those other people see the logo they’ll also see the description and can give a relevant opinion.

A good reminder that subjectivity and an “artsy” attitude will translate as naivete to a savvy client. Objective articulation, on the other hand, of any presentation (not just logos) is a must! Even if your rationale will only be shared verbally, it helps to brainstorm, *write* out your thoughts, and PRACTICE your pitch (which should, of couse, take into account your client’s mission, concerns and desires).

Great advice too by Jacob and by Detroit Web Design in comments!

I just submitted a logo proposal yesterday for a client whom I’ve done other work for, and in my proposed schedule I made clear that concept presentations *must* have final decision makers present (to reduce my risk of being reinterpreted). But of course I have no definite control over that Authority sharing my ideas with friends or colleagues.

I think I should assume that my presentation will travel without me, so perhaps packaging it with supporting text and visuals would be prudent from now on.

Thanks for interesting and useful post! I have had a similar task recently. Very important show how the logo will work in real conditions.

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Great article. I will keep this in mind the next time I design a logo for a client. Maybe a good description will keep them from picking the first draft…

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