A logo in 3 concepts: pick a direction without 10 reworks

“Make a couple more options” is the most expensive phrase in design. It appears when there’s no decision criterion: the call is made on “like / don’t like,” which you can spin forever. We build the process so the choice is deliberate already at three concepts.

Why edits become endless

When a logo is judged by taste, everyone gets pulled in: a spouse, a partner, an accountant, a designer friend. Each has their own “like,” and each carries equal weight because there’s no shared ruler. The designer becomes a pair of hands shuffling options blindly, and the project drowns in edits. There’s one way out — agree in advance on the criteria by which we decide a logo is “good” at all: who it’s for, who it stands next to, what emotion it should evoke.

Three concepts isn’t three pictures

Each concept is a separate idea of how the brand should feel: strict and technological, warm and human, bold and noticeable. We show not three similar logos but three different characters. Picking one, you choose positioning, not a picture — and then we refine inside the chosen direction.

One question before you start

Before you start, answer one question — “next to which brands should my logo look like it belongs?” That reference cuts half the arguments in advance and gives the designer a clear frame of reference: it becomes obvious where the line between “bold” and “unserious” runs for your market specifically.

Lifehack: gather 5–7 logos — both the ones you like and the ones that repel you. Anti-examples save as much time as examples: they show the designer the boundaries you definitely shouldn’t cross.