I recently had a conversation with another designer about developing and growing brand identities. The development of a brand’s identity is an important part of any company, and should be given the proper attention and focus in order to ensure that what goes to the client is quality and reflects the brand in the right light.
As a designer we come up with many options when we first start the design process. Create one idea, no matter how bad it is, develop it then move on to the next. It’s like a ball of string unraveling. One idea rolls over to the next concept and the next. You might never come back to the first concept but it’s the springboard for all the designs.
Yet, what happens when more than one of the designs is viable for your client? This is a touchy subject amongst designers. Some will tell you that one logo is all you should submit, and that if you can’t pick only one, you haven’t developed the logo far enough but is that true?
Submitting only one logo can be viewed a couple different ways; less accommodating and hard to work with or confident in ones skills and able to produce results.
Does this mean that designers that submit multiple ideas aren’t as strong at what they do, less confident and allow for their logos to loose their intended messaging? Many designers would say that’s not the case, that they are more accommodating. That just because you can produce quantity, doesn’t mean there’s a lack of quality.
As a designer I can personally contest to doing both. In both cases I knew as a designer what my client was looking for, and what the expectations where. It’s really important to establish upfront what your clients expectations are – either through initial conversations or through the design brief process. This goes a long way to helping you to be successful and to have happy clients.
At the outset, providing multiple concepts can be important in establishing a good relationship with a client and making them feel comfortable with your design skills. Some clients only come to a decision after viewing multiple options.
Once the relationship has grown and you have a better understanding of what the client is looking for and you are more familiar with the brand’s personality, you could limit what you present to them only to your recommendation.
So, if your client is confident in what you do, give them that one and only but if your client is cautious and unable to make decision without options, then guide them with quality choice.