How Many Logo Concepts Should You Present To Client
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As a designer, logo works tend to be one of the most complex projects to do. The design poses a great role in the business, making it a "supposed to be a perfect" piece in representing the company. But when dealing with the clients or the company, designers need to face the final part of the project or when presenting the logo concepts.
Presenting the works is one of the challenges for designers since it should be narrowed down and finalized. Thus, it raises questions about how many logo concepts to present to the client. The question is something that the creative industry has no definite answer to yet. Why? Because it depends on the ideas and the way, people work on it.
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When it comes to how many concepts, the answer can be a bit confusing and mostly personal preference. In general, the concept is made to finalize the design. The creator shows it as the final work. But sometimes, creators work with more than one design to help add more impact or options. It later led to another question, is it a good idea to give more selections?
Generally, the online discussion will come with a split answer. Some designers love to present only a single logo concept for the client to limit their alternatives. But some people love to present more than one or multiple concepts to stretch logo ideas. To give a slightly clearer idea, check out the following answer and see what you prefer.
Created by Nikoloz Molodinashvili | https://dribbble.com/shots/17384590-Pharmadepot-logo-redesign-concept
Single Final Concept
Many will agree with the single or one concept to present to the client. No matter the product, the company, or the work, presenting one logo can help the creator in many ways. It is also a great option if you are confident with the design, which means you know what the client expects and can fulfill their demand.
In other words, you can provide one logo concept if you are sure it is the best you can do. The key to successfully providing the best job to the client is to ensure it is the final best option. Some people highlight that a designer can provide an elaborate idea of how the work started and grew. But in the end, it should be made into one concept result for the client.
Created by Ahmad Wildan | https://dribbble.com/shots/17260095-Parcly-Brand-Logo-Designs-Concept
The one definitive logo concept to present is pretty much what the designer offers. It can help showcase the work quality of the logo designers. Sometimes it also helps fix the sense of determination of the creator. At one point, it also helps narrow down the creator's mind and avoid any capricious presentation to the client.
One of the online discussions and responses also emphasizes that they only show one to the clients but still has two to three options as part of the design process. The idea is that the logo creation process is pretty complex, which can lead to multiple concepts. But the final idea for the consumer should only be one, and the selection and mixing of elements are only for the designer.
Created by Benjamin Oberemok | https://dribbble.com/shots/15677737-Ka-bar-logo-concept
Why Only One concept?
The reason for limiting one logo concept mostly relates to the problem with choices. The more choices or choices you present to the client, the more difficult it is for both client and you to finalize the job. Adding more ideas can also appear as you have no definite flavor or ideas in mind, bringing the more questionable final project.
When it comes to logos, more options can overwhelm the client. Many say that facing an indecisive client is a painful challenge for the creator, risking themselves to work more or facing a lot of revision. That is why presenting one logo concept to the client should be the answer to preventing the frustrating situation.
Created by Benjamin Oberemok | https://dribbble.com/shots/15476969-Spark-logo-concept
In a worse case, your consumer might be unable to choose the logo at all. It might lead to the indecisive client, which cannot choose anything and instead asks for more work. At the same time, using one single concept is the key to limiting and narrowing down the design. Many new practices in the creative industry using AI make clients love having multiple ideas.
But when it comes to a professional logo creator, customers seek a solution and demand the best answer. This is where the designer can use one logo concept to present, which develops the image of a competent and professional creator. It is also what designers need to do, which is provide solutions for the change they want to see in the clients.
Created by Benjamin Oberemok | https://dribbble.com/shots/18374594-T-letter-mark-modern-minimalist-logo-design
Multiple Concepts
While many designers voted and shared their idea of using one concept, many people chose to provide at least 2-3 different logos. The idea is to have a better discussion with the team and clients. Sometimes, it is also meant to provide every possible chance and idea for the project. But is it a good idea?
Some people highlight that the idea of bringing multiple concepts is more about providing variation, not a new set of styles. Logos and identity have a pretty huge role in the company's name, which means it should deliver the same meaning in different people's eyes. Rather than using one, multiple works keep clients and teams to figure out what works the best.
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Mostly the idea of using multiple logos is to create a comparison, which is very good if you are looking for debate or votes. Some designers also highlight that using multiple concepts allows them to accept the hybrid thinking and designing process in their minds. It helps designers or creators in many ways to work along with the client.
In other words, using multiple works also allows the client or the consumer to have a partnership. It means both parties can provide respect and work together, creating a partner bond and offering the best one. If you are looking and are fine with more flexible work, multiple logo concepts to present for the client can be a nice answer.
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Why Multiple Concepts?
Some designers said the more, the merrier, which relates to the creativity bursting out. The idea goes with the fact that some people do not want to limit themselves when working with logos. That is why they present more than two, sometimes three or four concepts at the most.
There are also good reasons for valuing the input from clients, reviewing feedback, and involving the other party in working with the logo. Even though it comes with more work or labor intensives, valuing the client and designer relationship makes the business better. At the same time, taking their feedback helps create a more satisfying final logo concept.
The ideas also resonate with the fact that a logo is a business identity. For business owners or CMO, a logo is their baby or something that can identify their business. That is why it should come with the best brand vision the clients want. Only using one can lead to a more restricting opinion, which is a bad thing for partner-related creative businesses.
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Tips For Presenting Your Logo Concept
Finding the real answer of how much the logo concepts to present will always come with two sides. Some designers love to work with one, but others prefer to give more to the clients. Regardless of the pick, be sure you present the work properly. In general, you can try to use the following steps on pressing the works for the clients.
Created by Md Asraful | https://dribbble.com/shots/18787051-R-letter-Runner-Osaka-Logo-Design
1. Arrange Your Final Concept
It is best to highlight that your design is the baby of your creative mind. In other words, no one will know or understand it without you explaining it. In the case of logo concepts, you get a chance to arrange them in a more presentable manner. And one of the best ideas is to use mockups.
A mockup is a prototype image in which you showcase the logo concept in every possible usage. Based on the client's business, the mockup can range from a web design, packaging, pen, shop signage, notes, ID card, or others. In other words, you need to present the work in the proper environment.
You don't have to worry about the number of logo concepts to present to the client. You can use one of the best and create a more suitable mockup or present multiple concepts to show variation. The key idea is to fully present the capacities and possibilities of the logo itself to your customer. So, make sure the mockup does well.
Created by Enwirto | https://dribbble.com/shots/15391137-Letter-X-Concept-Logo
2. Explain The Ideas
Explaining the ideas is the next part of your presentation. Again, the logo concept is the result of our creative work. You are the one at the captain's wheel, which means you should tell where the ship is going. Hypothetically, you should explain whatever is going on with the concept. In other words, provide reasons, ideas, and final words.
Generally, you can use either one or multiple logo concepts to present. But if you are looking for quick and time-saving work, you can present a single visual brand. If you are okay with giving options, present multiple works. The idea is more about providing the best reasons for the work.
You can highlight the reason for how the design embodies the brand personality. Show how the logo appeals to the client's target audience. Tell me how the idea has its surplus against the competitor. This is where you appeal to the customers on how your logo concept is the best, no matter how much you present to them. The key is ensuring the client uses your work.
Should you explain it with a note or directly? The question also has split answers on the internet. Some creators prefer to send notes or explanations online. But some value direct information and explanation by meeting the customer. Depending on the complexity and suitability of the logo project, you can explain it as you prefer.
Created by MA Rakib Khan | https://dribbble.com/shots/17774149-Branding-PB-letter-logo-design-for-Piabam
3. Share It With The Team or Client
While the response on the number of logo concepts to present differ, there is a similar aspect about feedback and constructive criticism. However, you can limit the sense of feedback or criticism as you want or need. Most of the time, the designer will decide or accept the feedback as long as the project still follows the revision terms.
Take an example of providing two revisions at max. It means you can share it with your client or the team and take the feedback for a more constructive critique. But if the client still has opposition to the final logo, the response is in your hand. You can limit the concept options to one final work or let the client pick one from the few final logos.
Created by Irma Shonia | https://dribbble.com/shots/19306802--Dog
But what kind of response can you expect from this step? Feedback can appear in varying ways. You can ask the client or their team about what they think or feel, or it is based on the strategy and objective. You, as the designer, should understand those pivotal points before working with the concept. That is why the pre-design process includes research.
If you follow the direction and understand the consumer right from the beginning, it will be easier to prevent any misconceptions in the final phase. It includes how much the logo concept is to present at the end of the project. Along with the misconception, you can also avoid confusing the clients even more.
In this case, there are many ways to present the logo. Having more people to have discussions with will be better. You can ask for a presentation with the client's design or marketing team. Host a discussion and see whether you need to revise it or not. If you have multiple logo concepts, let the audience vote on the best final design to use.
Created by Helvetiphant | https://dribbble.com/shots/18872069-Weloop-logo-concept
4. Agree On Deciding The Concept
At the end of the project, the clients and the designer have to agree on a concept. No matter how much of a logo you present, you should consider that the conversation needs to end with the final work. The option can either be the patron for revision, new work or letting the client work with different people. Remember that you are paid for one logo, not more.
This is why you need a clear contract about certain revision numbers, logo concepts delivery, or requirements. You can present one or more ideas, depending on your principle and preferences. The key is to present the best logo that fits with the project audience's goals and requirements and addresses the client's needs.
Try to stay open to improvement and suggestions without taking criticism personally. But at the end of the day, you should be firm with your work. You can either agree or let the client work with different designers. If the customer can take one of the best or one of your logo concepts stands out, that means you got the work done and perfectly satisfied the consumer.
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Final Words
The answer of how many logo concepts to present will depend on the personal intention. Both options have their advantages and disadvantages, which is why the creator should think further about the decision. The key is to fully understand the company or client's intention. Thus, no matter how much you present, it will not go futile.
If you are looking for fixed works, presenting one concept is your answer. Many professionals voted for one work to limit options or prevent confusion. However, it likely restricts clients' hands in lending their ideas. Many say that this is an option for people who are confident in providing the best, with or without any feedback.
One logo concept can also save time and decisions. Many designers use the trick of "if you don't like the idea, then get other people." Despite the arrogant impression, a single notion can be the best decision when working with an indecisive client. It presents more professional works, as well as direct ideation in the process.
Created by Rejaul Karim | https://dribbble.com/shots/19300762-Money-Modern-Coloerful-Minimalist-logo-and-Branding-design
On the other hand, multiple concepts can be a good option for people who value a client's opinion. Most creators will present more variations, not a completely new concept. In this case, the client has a strong role in providing ideation and picking the best logo for the final. However, it can take more time and has more toil to do.
That is why, when handling more concepts, designers need to limit it to three or four at most. Customers will pick one of the best. Thus multiple logo concepts to present can be good for the finalization. Creators can also use the "pick one of them, or get another new design for more price" business trick.
In the end, either presenting one or multiple notions goes with one particular point to highlight. Designers need to fully learn and understand the client's demands or ideas for the project. With that, you, as a designer, can use the best logo concept to present to the client. No matter how much you present, the best work should fit the client's needs.