When commissioned to create a new identity, there is a common expectation that Graphic Designers will create three logo concepts. We’re not sure exactly how this came to be, and why it’s something people expect.
It is actually easy for Designers to create three concepts and throw it over the client to give feedback on. It’s more difficult for us to create a single amazing concept. So perhaps this ‘three concept’ approach is a product of lazy Graphic Designers.
We spend time learning about our clients and researching their industry, personality, competitors and trends. By being clear on what our clients want to achieve and involving them in the process, all resources and creative energy can be channeled into fewer high quality concepts. We usually give one to two initial concepts and we do allow time for alterations and refinement, working with our clients closely to reach a final result.