There is no hard a fast rule to the number of concepts we show to our clients. It varies depending on the type of project. Ideally we aim to show only three solutions.
If we are working with a mature identity or packaging brand these three routes will include an evolution (if the brief requires), a mid point, and a revolution. Sometimes if we are confident enough with the rationale, the consumer insights and we have complete courage in our conviction, those moments when you know you have the winner, we will present just one route. This rarely happens as the process usually takes the client on a journey from their present position to the winning idea. We never just present concepts to ‘fill’ a presentation, each concept presented must fit the brief and be something we would happy to develop and be proud to show if chosen by the client.
In our experience we never try to just ’sell’ a design in, the best results always come from a shared vision and desire to change from our clients. The better the relationship the more concise the brief, the better the result.
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Steve Zelle
I think many clients believe “more is better” and a broader choice of design concepts means a better end result. It would benefit everyone if more value was placed on the ability to understand the problem than the number of concepts provided. While I have occasionally presented just one concept to a client in the past, I have found that even if the client loves it, there seems to be hesitation. It’s as though there must always be something to compare it against before they are comfortable moving forward. Because of this, I usually present two concepts that I am completely comfortable with my client proceeding with.
Tad Dobbs
I completely agree. Ideally, I’d prefer to show 1 solid design that is built completely from the strategy and research developed, but it seems that most clients expect 3 ideas to choose from. The few times that I’ve presented 1 idea has ultimately led to the client requesting to see at least 2 more ideas. Strangely enough the results are almost always the same. The initial idea is what gets picked. Knowing this, I try to present 3 solid ideas initially with a detailed rationale. The downside to 3 great ideas versus 1 is that it sometimes leads to the “Frankencomp” effect. “Can we take the type from version 2 and the mark from version 1?”
Ryan Brown
Does anyone else run into the issue of a clients being underwhelmed when you first present logo concepts? Despite our best attempts to educate them on what successful is in form and what it should do, it’s almost as if they can’t see or understand the underlying concepts unless it is placed on ten different things, which increase your workload exponentially if you are showing more than one variation.
Tad Dobbs
@Ryan
I’ve run into that issue quite often, particularly when presenting black & white first. I usually try to gauge how decisive or visual a client is before the first presentation to prepare myself for any confusion. If the client seems really indecisive, which often leads to showing more work to sell a logo in, I often pad my time and budget to help compensate for the extra work necessary to develop the logo.
Ryan Brown
@Tad
That seems like a great approach to take. Right now we send clients full color concepts with mark variations which often times leads to the “Frankensteining” that you mentioned before. However, I really like the idea of sending black and white comps first. Ideally, it would help clients understand the concept from the beginning and also that creating a logo is a process. And I guess I feel like it would be better for them to feel underwhelmed with a black and white comp than underwhelmed with a full color comp with variations.
Jeff Fisher LogoMotives
The fewer the number of concepts shown to a client the better. Hopefully, my research, information-gathering and early client interaction has gone well enough that I truly know what the client needs (which is MUCH different that what the client thinks they want). I very seldom show a client more than three designs – even then 85% of the time clients will select the design that was my very first concept. Multiple concepts are usually presented due to client expectation or a direct request. If I have any personal doubt about a concept or two, they will be tossed prior to presentation. If not, it is guaranteed the client will select them. I only present concepts in black and white – and will not even consider suggesting colors until a logo design is approved. My goal is to avoid the design process getting bogged down by an unnecessary focus on color selection early in the project. Quite often I will know that I have hit the mark with a single design concept and present the client only one design. Each time I have done so the logo has been immediately accepted by the client. I’ve now been designing logos for 32 years. It only took about 20 years to trust myself in regards to what I should present to a client.
eric|von|leckband
I have always had much greater success when only presenting a max of 3 logos and in black and white. I have found that the clients tend to get distracted and overwhelmed if too many choices are shown. I think the work also tends to get watered down when showing too many solutions – just show 2-3 great solutions.