What is a Logo Design Concept? When and How Many Concepts Does a Logo Designer Typically Provide?

· 7 min read
What is a Logo Design Concept? When and How Many Concepts Does a Logo Designer Typically Provide?

When you're hiring a logo designer, it's important to understand what goes into the process and what you can expect. In this blog post, we'll discuss what is a logo design concept and when you can expect to see them from your designer. We'll also take a look at how many concepts a designer typically provides and how you might be able to get more if needed.

What is a logo design concept?

A logo design concept is an idea or approach to designing a logo. It's one step in the overall logo design process and usually comes after the client has given the designer some initial ideas and direction.

At this stage, the designer begins to experiment with different shapes, colors, and fonts to come up with a potential logo design. It's also where the designer starts to think about how the logo will look when it's applied to different media (print, web, etc.).

The initial logo design concepts are not meant to be the final work. They only represent the beginning of the collaboration between the logo designer and the client. So if you don't like any of the concepts you are presented with, don't despair. It's usually very normal for this to happen.

Some designers, myself included, prefer to eliminate any color exploration in this stage and only provide black and white concepts. This is because color can be very subjective and it's often difficult to judge how a color will look until you see it in context. Eliminating colors also helps the client focus more on the shapes, which are going to make their logo unique, rather than on color effects that can be later applied to any shape.

Logo Design Ideas

How many logo design concepts can you expect to receive from your logo designer?

When you work with a professional logo designer, you can expect to receive a variety of different logo design concepts. This is because your designer wants to make sure that they are presenting you with the best possible options for your company's new logo. Having several different concepts to choose from will help ensure that you end up with a logo that truly captures your brand's essence.

It is also very common to see logo design prices based on the number of original concepts delivered.  So, if you want your designer to provide more concepts, be prepared to pay a bit more for their services.

In most cases, you can expect to receive anywhere from three to five different logo design concepts. If you need more than that, just let your designer know and they will likely be happy to explore additional ideas. If they happen to have packages that include more than five logo design concepts, consider upgrading to get more variety. In most cases, the more you pay for a logo design package, the more extras are going to be included.

If you're looking for a logo design that truly stands out, be sure to ask your designer about their concept development process and make sure they are providing you with original designs.

This process will help them create unique and memorable logo designs that accurately represent your company. Don't be afraid to provide your designer with feedback throughout the concept development phase; after all, it's your logo and you should be happy with the result!

Logo designer working on a concept

What can you do if you don't like the logo design concepts you have received?

If you're not happy with the logo design concepts your designer has provided, don't despair! This is very common and usually happens because the client and designer are still trying to find the right direction for your logo.

Here are a few things you can do to help move things in the right direction:

- Provide more specific feedback about what you don't like about each concept. This will help your designer understand what you're not liking and why.

- Ask your designer to explore different directions with the concepts you've already seen. If you liked a certain aspect of one of the designs, ask them to explore that idea further.

Remember, it's important to be patient during this stage. The designer is still trying to find the right direction for your logo and they need your feedback to do that. So don't be afraid to provide your feedback at this stage.

Customer providing feedback

How to evaluate the logo design concepts you have received?

Once you have received your logo design concepts, it's time to start evaluating them. This can be a bit tricky since there are so many factors to consider.

Here are a few things to keep in mind when you're reviewing your concepts:

1. How well does the concept represent your brand?

One of the most important things to consider when evaluating logo design concepts is how well they represent your brand.

The concept should be instantly recognizable and it should communicate the essence of your company clearly and concisely. If the concept doesn't accurately reflect your brand, it's not going to work in the long run.

2. How unique is the concept?

The concept should also be original. The logo should be easily recognized and express your company's core values simply and succinctly. It won't work in the long term if the idea doesn't represent your brand correctly.

3. How well does the design stand up on its own?

When you're looking at a logo design, it's important to consider how well it stands up on its own.  The design should be simple, memorable, and easy to reproduce.

If the concept is too complex or the design is cluttered, it's going to be difficult to use in a variety of applications.

Keep these factors in mind when you're evaluating your logo design concepts and remember that the final decision is up to you!

Remember, the design should be strong enough to stand on its own without any text. So ask yourself this question: if you saw this logo design without any text, would you still know what it was?

4. How well does the design work in black and white?

Another thing to keep in mind is how well the design works in black and white. The concept should convey the essence of your business without the aid of any colors or gradients. There are many times when you will have to use your logo in black and white or with only one color. Your logo must be versatile enough to be used in various situations.

5. Are the fonts and graphics appropriate for your industry?

One other important thing to consider when evaluating the logo concepts is how well the fonts and graphics used in the logo match what is used within your industry.  If with your business you are targeting an upscale audience, you will want to avoid futuristic or comical-looking logos.

Likewise, a company that is targeting children will want to avoid conservative or serious-looking fonts and graphics.

6. Is it simple to read and understand in a small size?

When thinking about the future use of your logo, there may be times when you will need to shrink your logo to very small sizes. Try zooming out the designs you have received or try to reduce the logo to a small size and see how well you can identify the symbol and how easy it is to read the text.

Logo design feedback

How to provide feedback on the logo design concepts

Once you have selected your favorite logo design concept, it's time to provide feedback. This is an important step in the process, as your feedback will help the designer create a logo that perfectly represents your business.

Here are some tips for providing feedback:

- Be specific. Rather than saying "I don't like it," try to pinpoint what it is about the logo that you don't like. Is it the color? The font? The design?

- Use adjectives to describe how you feel about the logo. Are you intrigued, inspired, or delighted? Or are you unimpressed, confused, or irritated?

- Give feedback on both the concept and the execution. The designer has already created a concept, but they may still be open to changes. If you have suggestions for how to improve the logo, let them know.

- Stay positive. No one wants to hear negative feedback, especially not the designer who put a lot of effort into creating these concepts. Be constructive and polite in your comments.

Unused logo designs

What happens with the unused logo design concepts?

Once the designer has incorporated your feedback into a final logo design, the unused concepts will be archived. They may be used in future projects or shared with other clients. So if you see a logo concept that you like, but it's not quite right for your business, keep in mind that it may be used elsewhere down the road.

You may ask the designer to provide it to you for use in the future but expect to pay an extra fee for it. After all, you are paying the designer to provide you with a logo for your business, not with multiple ones.


A logo design concept is a visual representation of your company. It should be identifiable and memorable - something that customers can easily recognize on their own without any additional text or colors.  As there are so many different logos out there, you may find it difficult to understand what kind of logo would best suit your business needs. That's why the designer will provide multiple concepts for you to review before making a final decision about which one you want them to use as your company’s official logo. The more feedback you give during each stage in this process, the better off they'll be able to create a strong, recognizable symbol that communicates who you are and reflects the essence of your brand with clarity and simplicity.