I have been asked this question many times over the years. I always reply: “If we design one logo concept for you and you like it, then not very much”. But, that is the rub, will the client like the one design solution that we present to them? Logo and brand identity designs can be difficult and complex to understand and create. Great expectations are placed on a company trademark or a product brand. In a multitude of usage applications, the logo must convey both the quality and character of the business or product it represents. These intangible properties are difficult to assess.
So, how do clients recognize the right logo design solution when they see it? This is where the design process comes into play. By designing multiple logo concepts for our client to consider, we prompt discussion about the attributes needed for the most correct solution. Typically, this discussion starts before we even touch pencil to paper. The entire process can be short or long depending on who is involved in the decision making process. As a rule of thumb, more people = more time = more $$$. We have presented as few as 5 logo concepts and as many as 1,200 concepts before a final decision was able to be made. Either way, it is an evolutionary process that must run it’s course before the obvious winner will present itself.
That said, there is a certain amount of mind-reading and intuition that we practice here at Lawson Design, so you might just get lucky on the first go-around!