Short answer: for most brand identity projects, show three logo concepts and include two rounds of refinement on the chosen one. Three concepts give the client a real choice without spreading your time thin. Two refinement rounds are usually enough to finish a direction that was built on a signed strategy. Write both numbers into your proposal, define what a concept and a revision are, and agree in advance what happens if the client wants more.
Key takeaways
- Three concepts is the common default for identity work; one or two can work on tight briefs.
- A concept is a different idea, not a different colour. Define it in the proposal.
- Revisions refine the chosen direction. A new idea is a new concept, not a revision.
- Two rounds of refinement is a common, workable scope. Put it in writing.
- Agree the price of extra rounds before the project starts, not when the client asks.
How many logo concepts should you show?
| Concepts | Best for | Watch out for |
|---|---|---|
| 1 | A very tight brief and a client who trusts your judgement | A “no” sends you back to the start |
| 2 | Smaller projects with a clear direction | Clients often ask to merge the two |
| 3 | Most brand identity projects | All three need equal effort, or one looks like filler |
| 4 or more | Rarely worth it | Spreads your time thin and invites “mix and match” |
The number matters less than two rules: every concept you show must be one you would be happy to deliver, and every concept gets the same depth. For how to present them, see how to present a logo to a client.
What counts as a concept?
A concept is a distinct idea answering the same brief: a different mark, a different story, a different way of expressing the positioning. These are not separate concepts:
- The same mark in three colours.
- The same idea in three typefaces.
- A symbol with and without a wordmark.
- Minor variations of one sketch.
Say this in your proposal. Clients who expect five concepts and receive three strong ideas with their variations explored inside each are rarely disappointed; clients who were never told what a concept is often are.
What counts as a revision?
A revision refines the chosen direction: adjusting proportions, spacing, colour values, typeface weights or a detail of the mark. It does not start a new idea. A useful line for proposals:
“Revisions are changes to the chosen direction. A request for a new idea or a direction not presented is treated as a new concept and quoted separately.”
How many revision rounds to include
Two rounds of refinement after the client chooses a direction is a common scope for identity work. One round can be tight if the strategy was thin; three or more often signals that the strategy wasn’t agreed properly, so the client is still deciding what the brand is.
A round means one consolidated set of feedback, answered once. Ask the client to collect everyone’s comments into a single message by a set date. Feedback that arrives in five emails over two weeks is five rounds.
A typical concept and revision timeline
- Signed strategy. The brief every concept will be judged against.
- Concept presentation. Three directions, the same four slides each, a comparison and your recommendation.
- Decision. The client chooses one direction, with notes on what to refine.
- Refinement round 1. You address the notes and present the updated direction.
- Refinement round 2. Final adjustments.
- Approval. The identity is signed off and moves into the brand guidelines.
How to write it into your proposal
- State the numbers: “Three logo concepts, presented with colour, type and applications. Two rounds of refinement on the chosen concept.”
- Define the terms: what a concept is, what a revision is, and what a round is.
- Set the extra-round price in advance: a fixed fee per additional round, or your hourly rate. Either works; surprise invoices don’t.
- Name the decision-maker. Feedback from someone who wasn’t in the room is the most common cause of extra rounds.
- Link it to the strategy: “Concepts are judged against the signed strategy.” It gives you a reason to push back on taste-only feedback.
When the client wants more
“Can we see a few more options?”
Ask what’s missing from the three, measured against the strategy. Often one concept is close and needs a specific change, which is a revision. If the client genuinely wants a new direction, quote it as a new concept.
“Can we combine two concepts?”
Ask what they like about each. A colour from one and a typeface from the other can work as a refinement. Merging two marks rarely does; offer to explore the element they like within the chosen direction.
“Just one more small change”
Small changes add up. Keep a short log of rounds and changes, and when the included rounds are used, say so kindly and offer the extra-round price you agreed.
Common mistakes
- No numbers in the proposal. “Revisions until you’re happy” is an open-ended project.
- Too many concepts. More choice means weaker concepts and harder decisions.
- Calling new ideas revisions. It teaches the client that a new direction is free.
- Designing before the strategy is signed. Every round then becomes a debate about what the brand is.
A deck built for three concepts
Our Brand Presentation Template ($39) is set up for exactly this scope: three logo directions with four slides each (the idea, the logo, colour and type, and the brand in use), a comparison slide, your recommendation and a next-steps section with feedback questions and a timeline. It has 32 slides with presenter notes and opens in PowerPoint, Keynote and Google Slides. For the full project, see the brand identity process.
Frequently asked questions
How many logo concepts should a designer show?
Three is the common choice for brand identity projects. It gives the client a real choice while letting you develop each idea properly. One or two can work for tight briefs or smaller projects.
How many revisions are normal for a logo?
Two rounds of refinement on the chosen concept is a common scope. Each round is one consolidated set of feedback from the client, answered once.
What is the difference between a logo concept and a revision?
A concept is a distinct idea answering the brief. A revision refines the chosen concept, such as adjusting spacing, proportions or colour values. A request for a new idea is a new concept, not a revision.
Should I charge for extra logo revisions?
Yes, if they go beyond the rounds in your proposal. Agree the price of an extra round in advance, either as a fixed fee or at your hourly rate, so it is never a surprise.
Why do logo projects end up with too many revisions?
Usually because the strategy was never agreed, the decision-maker wasn’t involved, or feedback arrived in pieces. A signed strategy, a named decision-maker and consolidated feedback rounds prevent most of it.
Should I show colour variations as separate concepts?
No. Colour and typeface variations belong inside a concept. Present each concept with its own colour and type so it is judged as a whole idea.
Written by Martina Boshra, founder of iBrand Identity and creator of The Transmutation Method™. Brand strategist for founders and service businesses across the US, Europe and the Gulf. Part of the brand identity process guide. Last updated November 2026.
