Doing a Google search shows that finding a graphic/logo designer is easy, but how do you choose the right designer for your brand? Logo design, if done properly, will likely take a couple months or longer from concept to deliverable files. Due to the time involved in the process it’s wise to consider a number of things before hiring a professional.
review the portfolio of your potential designers, focusing on their brand identity projects. Look for both technical and artistic prowess as well as skill in executing the logo in collateral such as business cards, letter head, etc.
does this design firm have a detailed breakdown of their plan and services that are provided throughout the process? How often can you expect to hear from them? How many revisions are acceptable? Will you be updated as your project moves through each stage?
this is arguably the most difficult question for any good designer to answer. If you bought a pair of shoes that you planned to wear every day for the next 25+ years would you buy the trendy pair that were less than $100? Questions to consider about cost:
- how does this firm arrive at the fee for their service?
- Are there additional charges you should be aware of?
- How are out of scope services set up?
- What deliverable files can you expect upon completion?
what is the time frame you hope to have your final files in hand? You may hope to have something in two months from a specific designer only to find out that they can’t devote proper attention to your project for another month, putting your project three months out until completion. A good design firm knows how many projects it can run simultaneously.
as this process takes time it’s wise to consider if you feel comfortable with the person you’ll work closely with over the length of your project. It’s also good to inform them how you prefer to be contacted; call, text, and/or email. Asking how it’s best to contact the designer or point of contact is important, as well.
share all the ideas you have for your logo with the designer. This is not the time to be shy about asking for what you want and noting what you like. When presented with draft logos share what elements you dislike as much as what you like. You shouldn’t worry about hurt feelings because letting us know what you don’t like saves us a lot of time from continuing to go down the same path.
Naturally, there are other things that are industry specific you may want to consider. The important thing is to give real thought to what you want, who you want, and how you hope it is completed.