How I was taught
When I was in school, I was taught to sketch a million logo concepts (exaggeration alert) and then present the 3 strongest ones in vector form to the client. This seems to be the way a lot of designers were taught.
One of my teachers talked about Paul Rand and how he only pitched one logo to IBM and UPS, but he was a well-established designer so he could get away with it. I thought it was something only designers with legendary status could accomplish, but I was wrong. Recently, I’ve been hearing about designers who only present one logo to their clients.
3 Logo v 1 Logo: Why 1 logo is appealing
1. Cuts down on indecisiveness
When clients are presented with 3 different options, sometimes they don’t know what to decide so it slows down the process. Also, I know that sometimes I really love a design, and then the client chooses my least favorite one. Showing the logo I liked from the start would have eliminated this issue, and I would get to showcase the logo I like in my portfolio.
2. No buyer’s remorse
When I have to choose between things, like dessert, I always regret my choice. I should have chosen the Strawberry Cheesecake Blizzard instead of this Salted Caramel Truffle Blizzard. I don’t want clients to feel that way, but if they didn’t have to choose, they would never know.
3. Makes Designer’s look established
When you’re presenting 3 ideas, it seems like you lack confidence. You made 3 choices because you don’t know what you’re doing, so you’re asking the clients for help. I didn’t realize this until recently. If you present one logo, you look like you know what you’re doing. Isn’t that crazy?! At the same time, it made so much sense when I heard it. When I go to a doctor I want the best treatment to cure my pain. I don’t want options because it’ll confuse me and it’ll make me not trust my doctor afterward.
Why I’m indecisive
The only reason I’m indecisive is because personally, I like to be a part of the process. I like choosing things for myself, but at the same time, it’s nice to have someone do everything for me without me having to think about it. It’s complicated.
What are your ideas on the one logo concept? Would you rather have a choice or have someone do it all for you?
-Paigon | Natasha Lane Design Co.