If you’ve ever wondered what happens to all those logo design concepts that don’t make it to the finish line, you’re not alone. For every logo we create, there are probably three to five options that either we didn’t share or the client didn’t choose. Some die early in the process, others make it all the way to the final presentation but get passed over for their shinier siblings.
So what’s really happening behind the curtain?
The Numbers Game
The number of logo design directions we create varies wildly depending on the project scope. When a client has equity in their industry with an existing logo and just wants a refresh, we might produce three to five evolutions. But when we’re free to create something entirely new? We could explore ten or more different designs—though not all make it as far as a client presentation.
Our process is unique for each client, but it generally looks something like this: we study the brand’s personality attributes (established in our Focus & Messaging Framework) and then brainstorm ideas about all the ways that personality might visually present itself to the world. Some ideas work on paper, while others don’t.
When they don’t work, it’s usually because they require that the audience has pre-existing knowledge about the client—what I call “too inside baseball.” Successful designs bring the brand’s personality to life in a way that is clearly identifiable, unique, and fresh; meaningful to the client and industry; and don’t require an explanation.
The Art of Curation
Before we show any logo design options to a client, we go through them as a team to determine which ones align with the brand strategy. Only the designs that pass muster get presented.
We like to present a diverse range of options: a safe version, a few designs that push the boundaries of the client’s expectations, and another couple that really challenge them to think differently about their visual presence compared to similar organizations.
I like to think about it like a shoe wardrobe. The same person might wear flats, stilettos, Chuck Taylors, or pirate boots depending on the occasion. In our case, we consider the brand’s personality, explore different styles, pick the ones that fit best, and work with the client to determine which one they’ll wear with confidence.
When Clients Choose Differently
Sometimes, of course, the client picks a logo that we might not have. However, first and foremost, we wouldn’t present anything we don’t stand behind. All our designs are grounded in the brand personality attributes and vetted to meet our design criteria. That’s why our logo design approach ensures every option aligns with brand strategy and audience perception.
That said, sure—there are times when a client selects a different design than we expected. Ultimately, they know their business and industry better than we do, and they know how they want to be seen in the world. Even if it’s not Spencer Brenneman’s first pick for them, we’re comfortable knowing there’s no wrong choice because all the designs we present are appropriate fits.
The Biggest Logo Design Misconceptions
One misconception about logo design is that it’s simply taking some cool or pretty graphic and sticking a name close to it. I don’t think many people—sadly, including many people who call themselves designers—understand the strategic thinking that goes into good design, especially logo design.
At risk of getting on a soap-box, there are a lot of inexpensive options for design out there, but buyer beware. Good design is so much more than making things look pretty—it’s informed by many facets of a client’s business, the industry, the wider marketplace, and the brand. It requires time, study, exploration, and strategic thinking.
And now we have AI tools entering the mix, which adds another layer to consider. Sure, AI can generate hundreds of logo variations in minutes, but as Ad Age’s Tim Nudd points out, the biggest question I think for creatives is to what degree will AI really master ideation. “Everyone will be pleased to hear that most of the folks that I spoke with don’t believe that it’ll really get to human-level ideation, at least not anytime soon, probably not by 2030 and maybe never.”
The reality is that AI tools are just that—tools. They can help with exploration and iteration, but they can’t replicate the strategic thinking that goes into understanding a brand’s unique position in the market, its personality, or the nuanced ways it needs to connect with its specific audience.
Other misconceptions? Here are the big ones:
- A logo IS the brand and works in isolation. Not even close! A logo is just one element of a comprehensive brand strategy.
- Logos require a graphic element. Plenty of successful logos are wordmarks without icons. Coca-Cola, anyone?
- An organization needs one logo. More likely, a successful organization has a suite of logos based on their principal design to meet various needs—from websites and social media to business cards and building signage.
- Logos should illustrate the organization literally. There’s no rule that says a florist has to have a flower in their logo (though it probably shouldn’t have an ice cream cone). Strategic design is understandable and clever; design-on-demand is obvious and cliché.
What I Love Most
Personally, I find the most exciting part of the creative process to be the exploration. I love getting to know a brand’s personality, learning about their world—both the organization and the industry—and then diving into all the ways those elements come together visually.
Back to my wardrobe analogy: it’s knowing who the brand is and then helping them figure out what to wear to the party. The logo is like the signature piece—it’s often the first thing others see, so it sets the tone and opens the door for people to learn more.
Those runner-up logos? They’re not failures—they’re part of the journey that gets us to exactly the right solution. And that makes all the exploration worth it.
Here are some of our favorite runners up!
Kim Vanni is Spencer Brenneman’s Senior Art Director.
