Just how many logo concepts is enough? How many is too many? How many logo concepts should I present to a client? These are all questions you’ve probably been asking, and I’m going to answer ALL of them from over a decade of logo and brand design experience.
How Many Concepts Should I Get?
Let’s start right here. A multitude of “designers” will offer you more concepts for more money. Maybe even unlimited logo concepts with unlimited revisions for a fixed few hundred bucks. Sounds great right? No, it’s not great. Here’s why… As humans, we’re incredibly prone to being overwhelmed. Having too many options presents us with what’s called choice paralysis, or the paradox of choice. Simply put, too many options gives us too many choices to make. Ultimately, we usually can’t make a choice, or we make poor choices based on having so many logo concepts presented. We get stuck.
Research backs this up further. The American Psychological Association found that too many choices are mentally exhausting. There’s also this wonderful article that really dives deep onto choice overload. The takeaway from both articles is that your mental health and decision-making process is severely altered, because we have limited cognitive resources. Ultimately, we make worse decisions with too many options.
I’ll also add to this and say that if you’re being given too many logo options, someone is just playing a numbers game with you. Eventually one might stick, but because of choice overload, it’s not very likely that you’ll be satisfied. On top of this, if a designer is able to provide you tens of options, I’d personally be concerned that no real expertise has gone into the research of your target demographic and actual goals for the logo.
So, how many logo concepts should be presented? Enough to make an informed, strategic decision. Yet, not so many that we create choice overload. Personally, I think three logo concepts more than enough for most designers to supply. However, given my experience, I personally supply two. I’ll break down the reasoning as to why.
The Two Concept Method
So why just two concepts? Well, first, I don’t want my clients to be overwhelmed by choice and make dumb, uniformed decisions. Second, they simply don’t need more than three concepts. With multiple hundreds of logos designed, it’s become a trend that one of my three logo concepts would be completely disregarded by clients. Leaving two with distinct differences but aiming at the same goal. So for me, it made sense to switch to a two concept method.
As my expertise and experience in creating logos has grown over the years, I’ve learned how to strategize and design simple, distinctive, and memorable logos that separate my clients from their competitors. It’s because of this that I personally have confidence in my abilities to satisfy client goals for design. Simply put, I’m not guessing and giving them a hundred options, hoping they like just one. I’m designing to goals, real business goals, with strategy and an ideal target audience the client want’s to connect with. So from professional experience, two logo concepts are enough. I may even switch to a one concept method in the future. In the design industry, human phycology and behavioral patterns influence a lot of choices we make as professionals.