It’s All About Preparation

In this final unit, I would like to discuss a part of the process that is often overlooked: everything that comes after the actual design process. You need to try your logo in different contexts and formats. You also need to build a comprehensive presentation to convince your client. Last but not least, I'd like to talk about what to do when your client doesn't get your proposal and what to do to bring him along.

Applications

In this lesson, I will talk about the importance of applications. I will guide you through how to do it by showing examples of how we did this for Harvard University Press.

How to Build the Case

Many people can design nice logos, but what separates good work from great work is the ability of the logo to see the light. Until now, we have talked about design, and now we are talking about the other element on the other side of the table that is not entirely under our control: the client.

60% of the time I invest in a project, I dedicate it to building the case; let me explain why.

Bringing the Client Along

In this lesson, I will share some final recommendations to approach clients who don’t like the proposal.