As graphic designers, we are always looking for the next challenge. So when it comes to creating a new logo, we have ideas – a lot of them.
Here are just three examples of logos we recently designed, which their respective clients selected to represent their company. Also shown are the sketches and other logo designs we presented, but were not selected, leading to the culmination of the final artwork.
Just because a client selects one logo design over several others, doesn’t mean the other designs are any less worthy contenders. A designer must sketch many ideas to get to the “right” one. The client will never see 90% of those other ideas. Our job is to then select the best options and formally present them to the client.
We designers digest and process an abundance of information from the client to assist us in creating a logo that is on target and resonates with the company’s customers. We craft and articulate a rationale for why one design will work better than another.
However, this is still a very subjective process, and we can only steer the client so far to the “right” design. When they say they want it to be yellow instead of blue, because it’s their daughter’s favorite color, we have two choices: 1. Take the temperamental designer role and storm out of the room, or 2. Make it yellow. We always choose 2.
If we have done our job well, often the client will tell us “they like them all.” Sadly however, a company can really have only one logo.
