GIDDY CLIENT OF THE DAY! The client is in the medical industry and has a very corporate logo which is just fine, but she wanted to update and upgrade to something that can slide from medical to consumer medical products. She wanted to be different and stand out from the competition... yada yada yada....the same as most...but she has a child product as well as adult and professional products. A fine line to walk in order to appeal to all. So we gave her 24 logos to choose from. Yes, 24. We showed examples on how a "parent" design can be matched to other "child" designs, (IE: favor the parent but different) and "sister" designs (favor each other but not be twins) so that the FAMILY of products is represented in a way where corporate recognition is obvious, but it is easy to tell the product lines apart.
The client is not stupid. They know their business and what they want, it is just hard to articulate.
Industry myth says NOT to share more than 3-4 designs. That it overwhelms and creates a never ending client tweaking cycle. That can happen, but letting the client sit with the logos, then going through them one by one and gathering feedback, editing favs on the fly... this frees the client to say "NO." They don't feel cornered by only having 3-4 logos to choose from. They have a voice in their brand. It is amazing how many open-minded clients truly "get it". At NLC, we don't underestimate the design/visual intelligence of our client.
We show them what is expected, then push the envelope. We don't submit what we don't love, so it is all about OUR CLIENT and not our EGO. Granted, we may charge a bit more, but it is worth it!
This client's reaction? "I was OVERJOYED to have so many great options. I just love the work you guys are doing!"
Chosen logo to be decided. We narrowed it down to 5, one of which will be the perfect fit because we captured their heart and gave them a voice.
At NLC, we like to break the rules!
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