Lots of initial concept designs are the last thing you need.
When you commission an agency or freelancer to design a logo for your business, you are employing an expert to deliver an appropriate solution.
If the agency comes back to you with 20+ initial design concepts, and you feel like you are being asked to just pick the one you like, the job is not being done properly. The agency lacks confidence and conviction in its work as they are asking you to make the choice. This is not how it should work.
Creativity is subjective, so each concept should have a rationale and a set of reasons as to why it’s been shown to you.
How we do it.
We start with sketch concepts and present fewer initial worked-up concepts to our clients, you’ve come to us as the experts, so we see it as our job to design and explain the creative direction and reasoning so you can make informed decisions based on your market and the appropriateness of the design.
Once the concept designs have been presented and explained there are several possibilities for the next steps:
- There is a clear preference for a single design
- A couple of options are selected for further development
- A combination of more than two designs moves forward for a rethink
- None of the initial concepts is selected
A clear winner.
If the brief is good, we often hit the mark in the first stage of concept designs and one design is selected to move to the next stage. When this happens it gives us more time to develop this single design into the final approved logo.
Choosing between two designs.
Often there are two equally appropriate designs that may just need a little development to make one the prefered direction. Here, we’ll develop both designs in light of feedback and re-present the options.
Mix and match combinations.
Some clients like elements from more than one design concept, so when this happens we combine and redevelop the designs to present reworked versions for approval.
Nothing hits the mark.
This happens rarely, but if it does, it’s not back to the drawing board, it’s back to the brief.
When none of the initial design concepts are ‘right’, there’s an issue with the brief, so we’ll examine that again before we do any further design work.
On review of the brief and the design concepts, we often find there is a direction to be developed, but it just needed a little more discussion to get there.