Revisions exist because nobody describes what they want accurately the first time. That is normal, and the process should expect it rather than charge for it.
The first version is a starting point. Almost nobody can describe the logo or design they want before seeing something — reacting is far easier than specifying.
That's why the revision stage is where most of the actual improvement happens, and why capping it at "three rounds" pushes people to accept something they don't love.
Less useful: "I don't like it." "Make it pop." "Try something else."
More useful: "It reads as too corporate — our customers are homeowners, not offices." "The mark works but the name is hard to read at small size." "I like the second one but the color feels cold."
Describing the problem lets the solution come from the person doing the work. Prescribing a fix often solves the wrong thing.
Two situations where more rounds make things worse:
Before calling it final, look at it the way the world will:
Once it's settled it becomes the anchor for your color palette and everything built on it, including your brand identity. Approving something you're not sure about means living with it across every sign, shirt and invoice you print.
Describe what your business needs and you will get an honest read on what would actually help.
