How to give feedback on logo designs

Bad feedback kills good design. Here's how to be a great client.

What not to say

"I don't like it" - This tells the designer nothing. They can't fix undefined problems."Make it pop" - Meaningless. Every designer dreads hearing this."I'll know it when I see it" - This leads to endless revision cycles with no clear target."Can you make the logo bigger?" - Usually means something else is wrong. Identify the actual issue.

What to say instead

Be specific about the problem:

"The weight feels too heavy for our audience" is useful.

"Something feels off" is not.

Reference the brief:

"This feels formal, but we discussed wanting to appear approachable" gives clear direction.

Use comparisons:

"This feels more serious than [example we discussed]. Can we move in that direction?" helps align expectations.

The feedback framework

For each concept, address:

1. First impression - What did you feel when you first saw it?

2. Alignment - Does it match what we discussed?

3. Concerns - What specific elements aren't working?

4. Direction - What would make this stronger?

Involve the right people

Get feedback from people who need to approve the final design. Not from everyone you know.

10 opinions create chaos. 2-3 relevant perspectives create clarity.

Timing matters

Give considered feedback once, not scattered thoughts over days. Designers work best with complete feedback, not drips.

Trust the process

First concepts are starting points, not final answers. Good designers know how to refine.

If you've chosen a good designer, let them design. Your job is to evaluate and direct, not to dictate.