Authenticating your logo.

After you have spent all of that time and careful consideration designing the best logo for your client, you should bring the client up to speed by telling them the story of how you came up with the final concept.
This will help them appreciate the work you put into their logo and understand the value and potential for their new logo.
Aside from recognition from your client, there are a few other benefits to having a case study for each logo you design:

Future clients can see your process

By showing your work in your case studies, the reader gets to see the hard work you put into your process and understand how you solve your clients’ problems.
The reader could be a potential client who are doing research to find someone who is thoughtful in their design process and want someone who is willing to be thoughtful about the solutions they provide.

You gain trust from the reader

By sharing your creation process and covering the thought that went into the design, you show that you are a professional who knows what he is doing.
Just by being transparent and sharing the process, people are going to trust you.

You’re teaching

By explaining each step of the process, you are teaching people how to work through the design process.
Now as I am telling you this, you might think that you might be teaching people who will become competition to you, but don’t fool yourself. The people who are learning from you aren’t as advanced as you are in the field and they will appreciate what you have shared with them.
These readers are going to and they will remember it what you have shared and will come back to learn more from you and even ask you questions. This can be a perfect gateway into having your own course or workshop where you can teach logo design.
You aren’t teaching your competition because if you continue to work hard at improving your skills, you will always be a step ahead and have new things to teach.

So, what goes into a case study?

Well, there are four basic sections to a case study (which I will cover), but don’t be afraid to provide any extra information if it is appropriate for the project.

Take the reader along the journey you took to design the logo.

1. Overview

The first thing you need to do is lay the foundation. Provide the backstory about about your client, what they do, who their target audience is, and why they need you to do this project in the first place.
Establish the purpose and goals of the project so the reader understands what you needed to accomplish with the logo.

2. Process Review

Tell a story how the logo went from the thumbnail and brainstorming stage to the final concept. Explain the ideas that you came up with and why you decided to provide the solution you came up with.
Did you choose a different direction in the middle of the project? Explain why.
Include images of the process and show your work. Not only writing about the process, but showing it provides an extra level of depth to the story. (It’s also a great way to break up the wall of text.)

3. Purpose to Details

One of the main uses for a case study is to provide proof and reason for the concept you created.

Tell your reader why you designed the logo the way you did. Explain why you chose the color scheme, what the special characteristics you included mean, and why you used that type instead of another.
Providing proof that you thoughtfully considered each part of the logo instead of just making something you or the client might like.

4. Final Concept

Provide a quick recap the story in a couple sentences and explain how the logo you designed is the best solution by referring back to the goals and how the logo achieves those goals. Quickly mention the details that support the objective and explain how it will relate to the brand and the audience.

Honestly, there isn’t a ton to writing up a case study. It doesn’t require a lot of topics, it’s simply justifying what you have designed and explaining how it relates to the client and the target audience.

Texas Branding Research Thumbnails
Kuahiwi Logo Refinement
Rice Bowl Co. Colors

Use different Media

You don’t need to write out your case study. Your case study could be a video where you provide a narration of the process. Done correctly, this can be a more entertaining route that holds your audience’s attention better.
Instead of asking the person to read a case study, they may be more inclined to learn about the project by watching it in the video format.

What’s next?

Well, now your client is on the same page. They’re excited about the new logo. They understand why you designed it the way you did and you’re just about ready to send them the files (after you receive the final payment of course).
There’s just one more thing you need to do to make sure the client uses their logo the way you intended. You need to provide a case study.
I’ll discuss that vital piece in the next post.

If you would like to see some examples of case studies, check out any of my projects where I provide a case study for each logo.

Have any questions about writing up your own case study? Let me know though the form below.

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