There is a saying in the ad world- "Concept is king". Coming up with a fresh original idea based on the client's direction is the most time consuming task. Yet many designers will merely present different versions of the same concept. There is a difference between "concepts" and merely "versions".
EXAMPLE
Client's agency establishes relationships with the most popular and influential entertainment blogs on the internet. The key message that she wanted her new logo to convey was...
We’re smart, in the know, hip, but not full of ourselves. We get it. For me, the word “sociable” evokes late 50s, early 60s, high school dances, ice cream social, high school instructional films, martinis, pop art, My Three Sons, the TV show “Mad Men”, etc. But we’re also a firm dealing with new technology. The logo should reflect that as well.
If we could combine the two concepts of retro and 2.0 I’d be happy - something that shows that we’re forward thinking (marketing through blogs is new concept), but that we also have style, and a sense of humor.
Client was willing to pay for the premium design package and would receive 5 different concepts, all carrying varying versions of each idea. She also mentioned that she liked the color pink but wasn't sure how that would translate for a logo.
CONCEPT 1: I really liked the idea of the retro styling of the late 50's and early 60's, giving a nod to Doris Day movies.
CONCEPT 2: Another retro styling of the late 50's and early 60's. Much more subdue.
CONCEPT 3: I created a custom-made insignia using the "p" and the "r" and representing the the "s" with those parts and pieces.
CONCEPT 4: Another typographic treatment refocusing on the "s"
CONCEPT 5: I like the sound waves idea, so again is another insignia with the waves forming the "s".
Client picked the fifth concept to go with and after many rounds of play, this is her final logo
Click here and go to LOGOS 101: After your logo is done for other support and advice.