Revision structure is one of those details that's easy to overlook when hiring a designer, and one of the most common sources of frustration when it isn't clearly defined upfront.
What's typical
Two to three structured revision rounds is standard for most professional logo and identity projects — enough to refine details (spacing, weight, color) without the project drifting indefinitely.
Why "unlimited revisions" isn't actually a benefit
It sounds generous, but without a defined structure, unlimited revisions often produce a slower, less focused process — there's no natural endpoint pushing the work toward a decision, and small tweaks can continue indefinitely without meaningfully improving the outcome.
What counts as a "round"
A round typically means one consolidated set of feedback and one resulting update — not an open-ended back-and-forth. Clarify this definition upfront so both sides agree on what triggers "round two" versus ongoing small tweaks within the same round.
What happens beyond the included rounds
Most contracts specify a rate for additional revisions beyond the included number — this isn't unusual, and having it defined upfront prevents an awkward conversation mid-project.
How to make the most of your included rounds
Consolidate feedback from all stakeholders into a single round rather than sending it piecemeal, and be as specific as possible (see our guide on giving constructive design feedback) so each round moves the work meaningfully closer to done.
The short version
Two to three structured rounds is standard and usually sufficient. Confirm what counts as a "round" upfront, and use your included rounds efficiently with consolidated, specific feedback.