This is mainly referring to logo design but could be applied to other areas of graphic design. I typically send over (at least) 3 different ideas, together with variations of each, so that my clients have more of a choice of what they prefer. I will then revise their favourite until they're happy with it. Each idea will be based on some kind of 'focal' keyword which will often be the main idea behind the concept... with other keywords to support it (which can determine, say, the colour palette or choice of typefaces). But recently I've wondered if it would make more sense to just stick to one main keyword / idea... and base all three logo concepts on that. So for example, all 3 ideas may be based on the idea of 'connections'... but communicated in different ways. Rather than say: So it might make more sense to involve clients more in the design process, so that everyone can agree on what kind of 'idea' should be behind the logo before anyone starts thinking about it visually. I imagine this could be done purely through research, client meetings, mind-mapping etc (maybe some sketches if necessary). I'm just thinking that will make everything go a lot smoother. Because sometimes I feel like I'm forcing myself to come up with different ideas when really I should just be focusing on the one, but coming up with different ways to portray it visually How does everyone else go about it?