Iteration

Iteration is the process of refining a logo through multiple rounds of development and feedback. Professional logo design is not a linear process that moves directly from brief to final artwork; it is a cyclical process of exploring ideas, presenting concepts, receiving feedback, refining and developing promising directions, presenting again, and continuing to refine until the best solution emerges. Iteration is essential because the brief inevitably evolves as the client sees visual interpretations of their requirements, because not every promising concept survives contact with feedback, and because the best ideas often emerge through the process of working rather than being fully formed at the outset. Experienced designers build iteration time into their project schedules and include a defined number of revision rounds in their contracts. Understanding iteration as a feature of the creative process rather than evidence of failure is important for both designers and clients.