It’s common in the design world to offer three concepts but this approach is flawed and why I choose to work differently with my clients. Let me tell you why.
Typically designers present three logo concepts in response to a brief because it provides the client with three varieties to choose from. However this method falls short for a number of reasons.
1. Diluted Creativity
Three concepts requires three times the thought and three times the amount of work which means that the creative energy going into that project is diluted across three ‘okay’ designs instead of focussing all that energy on one exceptional idea for the same price. Focusing on one idea does not mean that you receive a subpar service though, on the contrary it means that smart decisions lay the foundation for the concept and from there, that single idea goes through a creative process that produces the final result.
2. The Risk of Surprise
I’m a big fan of risk management. It’s my goal as the designer to understand the brief, listen to your needs and deliver an outcome that you love! The problem with offering three concepts is that there’s less opportunity for development and you might not like any of the designs at the grand reveal (given that you have had little or no involvement in the process!). As a result of this approach, many designers will submit ‘safe’ designs in order to prevent client dissatisfaction but sadly this is a missed opportunity for designers to really engage with the project and create something that truly differentiates the brand.
I’ve therefore developed a great, collaborative process to work closely with you that provides me with the chance to explore ideas, while making sure you always have the opportunity to feedback to me and this results in the final design meeting your expectations without any scary surprises!
3. The Grand Reveal Dilemma
Presenting three concepts is where things get complicated. After seeing the designs you’re more than likely to focus on the superficial elements such as shape, colour or typography and then it can become incredibly difficult for you to visualise the concepts any other way. Even though I have the power to transform designs, it can present a roadblock as your focus bypasses the deeper, strategic insights.
Receiving three concepts can also lead to decision paralysis. You might struggle to choose between concepts or feel unsure about which one truly represents your brand, leading to delays and frustration. It is therefore my goal make this process easier and help you to respond to the brief directly and feel proud to represent.
4. Miscommunication
It’s not just about reading a brief. Semantics plays an important role and can in fact be misleading. The word ‘creative’ for example, can have a wildly different meaning to me than it does with you. As a creative person myself, if I’m given the freedom to be creative, my imagination will explore unconventional ideas, bold designs, and innovative solutions. However, you might have just meant to use a slightly different font… This difference in interpretation underscores the importance of clear communication and collaboration is by far the best way to truly understand each other, rather than for me to simply present three ideas off the back of a brief and hope for the best.
5. The Feedback Loop
A collaborative process allows me to address feedback immediately, whereas presenting three concepts opens a can of worms! You might like elements from different concepts and request a mix-and-match approach, leading to extensive revisions and a messy amalgamation of ideas that dilutes the overall design and compromises the brief.
6. The Bespoke Service
Without proper communication, it’s a near-impossible task to deliver a great result when you consider semantics, subjective preferences and the intricacies of individual interpretations. In my view it is therefore important to deliver a bespoke service that’s tailored to your needs and I strongly believe that every design should be unique and hold sentiment. For this very reason, I don’t offer one-design-fits-all solutions but carefully work in layers of meaning for every project.
7. Behind the Scenes
It’s not just a case of picking some colours and plonking a symbol on top. A lot of thought, creativity and development goes on behind the scenes and every one of my clients has enjoyed the process and appreciated the dedication put into bringing their brand to life.
Offering three concepts might initially sound like a good idea (like you’re getting three designs for the price of one!) but this leads to diluted efforts, indecisions and messy amalgamations that affect the final outcome. I absolutely love creating meaningful designs, and I’ve found that the best results come from a focused, collaborative process which ensures a smooth, transparent experience for both of us. My ultimate goal is to craft a design you’ll love, that perfectly reflects your brand and connects with your audience so if you’d like to work with me, please don’t hesitate to get in touch!
