Designing Logos by Jack Gernsheimer

Author:Jack Gernsheimer [Jack Gernsheimer]
Language: eng
Format: epub
ISBN: 9781581157512
Publisher: Allworth Press

BUILD SUSPENSE

During the typical initial design presentation, there’s a good deal of excitement about having a first look at something as important as a new logo. Imagine how exciting it is to buy your first new automobile. There’s the initial research, followed by visits to showrooms and test drives, and then the final decision and the purchase of the car. In fact, the car will probably be with you for five years or so, and then the process will repeat itself, with diminished excitement likely following each purchase. A new logo, on the other hand, should be serving you for a much longer period of time—hopefully, four or five times the car’s lifespan. One could argue that the logo selection decision, therefore, is five times as important as that of the car purchase. Whether or not that’s the case, there’s no denying that this presentation is a significant event for both the presenter and the presentee. As a result, there should be a high degree of importance placed on the selection experience. With that comes an opportunity to create a level of suspense prior to the first look at the designs. By taking advantage of that opportunity, the presenter can help increase the air of excitement and, in doing so, give the proper sense of significance to the upcoming experience.

A good presenter, like a seasoned fisherman, knows not only how to catch the fish but also how to bring it in. He knows just when and how to set the hook, and he has an innate sense of how much slack to give and when to take it away. Whether you’re a natural when it comes to playing the audience or someone who doesn’t possess that skill, you should try to take advantage of this rare opportunity to set the perfect table for the important upcoming event.

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