1
Interview
Talk through the company, audience, personality, color, competitors, use cases, likes, dislikes, and what the brand should feel like.
WE SET
THE BAR.
Logo projects go bad fast when nobody sets boundaries. This is a free policy built from years of learning what protects the client, the designer, and the work from endless revision loops.
The EAS Logo Process
Simple. Structured. Enough room to create—without turning the client into the designer.
6
Six concepts
Six real directions—not six tiny variations of one idea. Pick the direction that feels right.
2
Two revision rounds
After the direction is selected, two included revision rounds tighten and finish it.
Why only two revision rounds?
Because revisions should make everyone think before they react.
Do not send “move this” today, “make it blue” tomorrow, “my cousin hates the font” Friday, then ask to go back to version two on Monday.
Look at the work. Sleep on it. Talk to the people with approval authority. Then send one consolidated revision request.
Good revision: “We like concept 4. Make the icon slightly heavier, tighten the type, and show us a darker blue.”
Bad revision loop: “Try this. Undo it. Make it round. Make it square. Can I see 12 fonts?”
Pass three should finish it
Concept selection plus two revision rounds gives three meaningful passes at the final direction. If more work is needed, it continues cleanly as added scope.
Additional revisions continue until you are happy.
No argument. No drama. We just keep working.
The bigger rule
A logo project becomes dangerous when the designer stops designing and starts acting like customer service.
The minute the client becomes the developer, the project is already in trouble.
Clients should give direction, feedback, preferences, requirements, and approval. But if every decision becomes “do exactly what I say even when it breaks the work,” nobody is designing anymore.
Steal this policy.
Seriously. Use it. Adapt it. Improve it.
Interview first. Do not design blind.
Give enough concepts for real choice.
Limit included revisions. Endless revisions destroy margins and schedules.
Require consolidated feedback.
Define who has final approval. Too many cooks wreck design projects.
Document the selected concept. A new direction is new scope.
DESIGN NEEDS A PROCESS.
Creativity works better when everyone knows where the walls are.