A client requested a logo design and branding for his start-up; it's business consultancy company.
The deal includes 3 logo design options with 7 items designed for the brand, for X amount of money. 50% of payment is due after agreeing to the logo, the other 50% after full work is done.
Their name is uBrand, and I have done 3 designs at first (two of them are full name "Unique Brand" logotypes). He rejected them and said he wants 3 designs of a "uBrand" logotype (not the full name). I provided two more logo options and an edited one of the previous sent logos. Now he rejects them all! And he refuses to pay.
Should I try with a new concept design for him?
Or should I make him choose one (do some amendments for him) and proceed as stated in the contract?
I did everything he stated in the brief "simple, logo type, very simple twist in font, clear and works on all mediums" >> should not be a challenge but he seems to not know what he wants.
He said they're a retro style but the truth is he doesn't even give a good reason for refusing them and he says he likes simple logos like Google's.