The One Concept Method
The old standard of multiple logo concepts has gone the way of the dodo. I know it feels scary to not have the safety net of multiple designs, especially when “that’s the way it’s always been.” I initially felt the same way, but I’ve found some really key positives since introducing the one concept method:
Creative energy isn’t bottomless. Think of juicing an orange. The more you press, the less you get. When you focus all of your energy into one logo, you receive a better result. You have time to perfect and tweak, instead of dividing that time over three concepts.
Franken-logos are a very real problem in the design world. By presenting three designs, you open the door to a client to ask for three different elements to be combined into one logo. As a designer, you know better. The client hired you because you know better. However, I see franken-logos in the wild.
Sean McCabe explained it perfectly:
When you simply deliver multiple options, you are acting as a technician. The focus is on your time and your output. You are an expense, and you are a commodity.
When you provide a solution, you are acting as a professional. The focus is on your results and the value you create. You are an investment, and you are worth paying relative to the value you create.
I left the corporate world to own my expert status. I’m a professional and I value price.
I’ve loved the feedback since implementing the one concept method! The strategy work we do has ensured a detailed and clearer design going into refinement.
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