The Benefit of Seeing One Logo Design

When you imagine going to a designer or agency to get a logo created, do you see a big idea board with 20 different finished logo concepts to choose from? While some agencies choose to present multiple logos, we actually have a different process entirely. Clients are sometimes surprised to learn that we only present one logo concept at a time.
The reason comes from our own experience. We had a client once whose previous designer showed him 14 different logo concepts at once. The company ended up not liking any of them. However, when we presented this same client with a single logo concept, he and his company immediately loved it (with a minor color change), and wanted to move on with the rest of their branding project.
From our branding process, you will learn why we choose to show you one logo concept at a time. At your discovery meeting, we gather as much information as possible so we can really know your business and what your goals are. We have a questionnaire where you can circle or write in keywords that you feel describe your business the best. When we are confident with what we have learned, our designer will go through tons of sketches and ideas, pick the best sketches, and take them to the computer to digitally enhance and finalize them. After this, we will go through an internal review and look over what we have. When this process is done, we will present you with the final concept that we are confident is the strongest. We don’t believe in showing clients a series of possible logos. Why? Because it looks like we don’t really know much about your business and that we are just hoping one of the many logo concepts we give you sticks.
The numerous choices will often make clients second guess themselves and encourage them to seek feedback and validation from friends and colleagues. Even though they might mean well, they usually aren’t the target audience of the logo. So instead of making it easier, this makes the decision harder for the client because of all the random and unnecessary ideas, suggestions and criticisms they will receive. This is why we strive to create the best overall design for the company’s target audience.
Every logo concept is thought up on an individual scale, with a unique story behind it. Have you ever heard of “Frankensteining”? Frankensteining a logo combines things that the client likes from multiple different logos and mashes it together to create one mediocre concept. This is not what we do with our logo designs.
If we hypothetically showed a client a bunch of logos, we can’t trust that they will pick the top logo that we had in mind. Why should we bother showing the logo concepts that aren’t are as strong? There is a better chance that a client would choose one logo for their business that they liked the best visually, even though another logo concept we know would work better for their company goals.
You may be wondering how showing one logo concept could possible work, but our clients absolutely love the concepts that we come up with. Why? Because we gather all the important information to create a stunning and effective logo. Other than loving the initial concept right away, there are two other scenarios that could possibly happen:
1. You might want to see a few minor tweaks, like a change of color, size, etc. Don’t be afraid to ask for changes, just make sure the changes are constructive and have a good reason behind them.
2. You want a brand new concept, entirely. This last scenario might happen if you are not ready to accept change or aren’t sure what you really want out of a new logo.
After 11 years in the business, we’ve definitely learned a thing or two about a good logo design process and we like to stick to what works the best. We would love the opportunity to help you with your logo design process, creative branding, strategic marketing, and amazing website! Learn more by contacting us here.