An email that includes only a flat vector image of a stand-a-lone logo is not the optimal way of going about selling your design to a client-to say the least.
Such an email leaves the client feeling disconnected and lost as to how you got to your solution. This is where context comes into play. Providing context provides the necessary clarity for someone who is not a designer to imagine their new brand identity in real world situations. Here is how you do that.
The language used in a client call or presentation is key to selling the logo and identity. Although the tone of voice, talking speed, jargon, etc. should already be thoroughly understood and on the same page by both the client and designer, the presentation of a design is potentially one of the first points in the timeline of a project where this can start to be utilized more effectively. When presenting it is important to understand who you are talking to so you can be on the same frequency.
In terms of explaining your design to help the client understand your choices, at least a rough outline of what should be mentioned during the presentation should be created prior. For something like a logo, explaining the basic necessities that every logo should be and the unique and personal details that makes up the logo is a great place to start.
High quality, well composed, and on brand mockups are the most effective way to show to your client how your design will potentially look.
Having an introductory title slide does two things for your presentation. It acts as a buffer or tone setter and it shows professionalism, confidence, and poise. This title slide has helped me get in the state of flow and feel more calm when I am about to present a logo or new identity system by letting me ease into the showing/explaining of what I created.
A discovery/ideation recap is very situational. Re-outlining the goals and key words used during the discovery call(s) can help keep everyone involved on the right track, but if at anytime these slides seem overly redundant, either keep them out entirely, or briefly summarize the outlined points mentioned in the slide. Figuring out if this should be included can be inferred from previous interactions with the client. If the client is short and straight to the point, then perhaps a recap is not necessary. However, if a client seems to pivoting from direction to direction, then keeping them on track from the get-go could be in order.
High quality, well composed, and on brand mockups are the most effective way to show how a client's new logo, business card, website, or whatever product/service you provide will potentially look. I have personally had clients tell me that the mockups I use has helped them visualize their brand's image from a very accurate point of view, and since you are selling your client trust, clarity, and transparency just as much as you are selling a logo, this part of the presentation cannot be overstated.
A few of my favorite websites for mockups are:
Typography and Color Palette
Explaining the typographic system and color palette that a design uses does not have to be the slide that is talked about the most, as I have found both of these are subject to change as the creation of the identity progresses, but touching on why, when, and how certain colors will be used can let your client in on some of the more detailed parts of the project. Be wary of being overly inclusive though.
I hope that this has helped you get a better perspective on how to more effectively present your designs to a client. Thank you for reading! I appreciate you taking the time out of your day to read my thoughts.