The design phase
With these procedures and the responses to the questions complete, we begin to explore graphic directions that fit the criteria and information I have gleaned. Usually within three to four weeks, sometimes longer if schedule permits, I present 5 to 10 initial designs for discussion. We review these directions together and decide which have potential for further development, which to eliminate, and whether I need to explore new directions entirely. This process refines and narrows the search, and paves the way for the subsequent round of designs. Sometimes color and application examples are added in the second round, certainly by the third. The entire process leading to a single final solution can be as short as two rounds (six to ten weeks), or as long as four, (eight to sixteen weeks or longer), depending on many factors too numerous to list here. Three rounds and a 10-12 week schedule exclusive of printing seem to be average.