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Opinion
Jun 21, 2026 · 4 min read
The case for fewer logo options
Three directions feel generous. They usually produce a compromise.
Nora Vale
Founder, Merko
Fig. 01 — One direction, pinned to the wall for a week
Article
The classic agency pitch shows three logos: a safe one, a brave one and the one the designer actually likes. Clients pick the middle, and everyone leaves a little disappointed.
We present one. Not because we are certain, but because the decisions that matter happen before the drawing — in the brief, the workshop and the words we agree on. If those are right, one mark is enough.
How we earn it
Every recommendation comes with the rejected routes, pinned to the wall and explained. Clients see the thinking, not a beauty contest.
WRITTEN BY
Nora Vale
Founder and creative director at Merko. Writes about type, print and the patience good brands need.
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Opinion
Jun 21 · 4 min
The case for fewer logo options
A brand needs the same three things a print proof does.
Nora Vale
Article
The classic agency pitch shows three logos: a safe one, a brave one and the one the designer actually likes. Clients pick the middle, and everyone leaves a little disappointed.
We present one. Not because we are certain, but because the decisions that matter happen before the drawing — in the brief, the workshop and the words we agree on. If those are right, one mark is enough.
How we earn it
Every recommendation comes with the rejected routes, pinned to the wall and explained. Clients see the thinking, not a beauty contest.
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Process
Opinion
(04) Alternates
(05) Utility