As logo designers we pour everything we have into every project and then, excited, we await the client’s comments – only to hear “Nah, I don’t like it. I’m not sure what I want. I guess I’ll know it when I see it.”
No doubt it is discouraging, but in the age of pre-designed logos it need not be a bad thing. When you think about it, the client is paying you to play. Anything goes. Chances are you won’t delight this client no matter how awesome the logo ideas, but continue making awesome logos anyway. Your time is not wasted. All of those rejected concepts are good logos, right? So sell them!
[When you think about it some more, the client is paying you to create pre-designed logos that you will get paid for…]