Brand Development · Design

Do you favour choice variety or clear decision from your design team?

Ste cofounder at, owner of, founder

December 23rd, 2019

Do you want a Paul Rand-ish 'this is your logo, here you go' approach or do you want to see as many choices as possible before coming to a decision?

I've been designing stuff for the past 8 years and still haven't found an answer to that. Wondering what you, in a client position, usually expect.

Justine Tripp Founder Ready to Build Bo & Stine's Pet Lounge & Cafe with a great Team

December 23rd, 2019

I find that it depends on the client. Old school companies like a clear choice and might appreciate a backup design if the first one isn’t to their liking, whereas companies run by younger generations like options. Personally if I’ve given a lot of parameters for a logo I want those parameters met in at least one main design and if they have a couple others that follow some but not all of my asks I like seeing those too because you never know and I appreciate design options that I never thought of.

Paul Garcia marketing exec & business advisor

December 24th, 2019

The creative brief and scope of engagement should define this. Usually a client has a budget for design. As you'd expect, offering multiple options takes a bit more time than just one. Just one creative option means the likelihood of rejection is higher.

Typically what I expect a sketch of three concepts all meeting the description in the creative brief. This comes at a very early stage, and then I can discuss with the designer the impressions, problems, and compliments on the three comps. From that, the designer should be able to take the critique and finish the one design that was the best fit.

If the client has a style book, it can be very helpful for the designer, so they aren't off in wild directions that won't be a match. Regardless of how organized their marketing department is, you should still be handing them a blank creative brief template that will answer the 20 questions you need to proceed with any job, small or big. When you make the client think about things in advance, you get fewer complaints and less re-work requested.

paul Okoduwa Web Developer - Product Developer, Coach, Speaker, Writer, Project manager, Digital marketer

December 23rd, 2019

I think it really depends on our work relationship and individual roles. There are some persons who based on previous experience you trust their sound judgement, for them you really don't need a lot of choice. Others might be different, you might have to request for different choices so as to enable you pick one

Carl Bourhenne Founder & CEO

December 23rd, 2019


Zack wilson Startup Founder & CEO

December 24th, 2019

Multiple options to chose from. Nearly always. Unless they are among the most respected designer’s in their field.

Sheeba Pathak Solopreneur

December 25th, 2019

Can't comment as a client but yes, any stakeholder's expectation and deliverable should be laid out clearly in the beginning itself; irrespective of whether an internal employer-employee/employer-agency/employer-consultant etc.

Even if it's a creative process, else bill them extra for the additional effort put in.

Rhoangelson Dewah Co founder & CEO @Angelson marketing & modelling agency

January 1st, 2020

Hie there Its a 2 way street. 1 client can walk in knowing exactly the kind of design they are looking for and yet again anouther will walk in with an idea but willing to further brain storm and see more options. If the latter you can present a variety of options that are inline with your clients thinking.