Not just any logo designer will do. If you company or organization needs a new brand or you’re thinking of rebranding, there are several factors to consider in order to avoid regretting your decision later.
- Focus on Your Organization’s Needs:
Some graphic designers may be focused only on design and creating something pretty, while giving no thought to the customer’s brand. Before starting the hiring process, focus on your clients and what they like – their interests, personality traits, age, etc. Do you want to use the new logo to attract new clients, and if so, do you want to do that mostly online or in more traditional ways, such as business cards, stationery, signs and billboards? Do you plan to use your logo on various social media platforms, such as Facebook, Twitter and Instagram? A shape that looks good on stationery may not look as well on a website. Do you want to use the logo to stand out from your competitors? The best designer will take marketing strategies into account.
- Portfolio and References:
Another consideration is the designer’s work samples from previous clients. Asking for a portfolio is a quick way to conclude whether or not the designer has produced logos for businesses like yours. Ideally, a good design portfolio will showcase a wide variety of logos tailor made for each company.
Client references are useful when hiring logo designers. You’ll be able to find out such things as whether other clients are happy with their logo and gain more information about the process from start to finish.
- Work Style:
You might also consider looking at the designer’s website. While not all graphic designers design their own websites, looking at the site may give you an idea of how they brand themselves. Is the site organized or do you have to click a number of times to get the information you need? When you find the information, is it written or illustrated in a clear way? Is the site design clean or cluttered? Would your clients like their website? This information might give insight into the designer’s work style.
- Getting Down to Business:
Once you’ve taken these factors into consideration and feel like you’ve found a designer that fits your needs, it’s time to talk business. Meet the potential designer in person and observe their communication style. Are they easy to talk to and do they listen to you? Do they seem interested in learning about your business and gaining industry insight?
Talk with the potential designer about a project start and end date. Knowing when logo samples will be available for your review will help you plan accordingly. Having a timetable allows you to talk to other employees in your organization about the upcoming changes. You’ll also want to know if you’ll have multiple logo options to choose from and whether or not you’ll be able to make changes during the design process. If they allow for revisions, ask how many. You might even consider paying them for a rough sketch before fully committing to the project.
- The Final Phase:
Before hiring a designer, have some sort of budget and learn the going rates in your area. Rates in a large city are going to differ from those in a small town. Asking only for a logo won’t cost as much as a more complex project, but the best designers aren’t cheap. Is the price fixed or do they charge by the hour? If billed hourly, how do they track their hours? Do they require an upfront deposit? Are you obligated to pay the designer if you decide to cancel the project mid-way, and if so, how much? Find out exactly what’s included in the price. For example, will you receive computer files in various formats, such as JPEP, PNG or PDF? Some designers may also bill for multiple meetings or revisions. If you want to use your new logo on business cards and stationery, you’ll need to set aside money for printing.
During the budgeting/pricing phase, find out who will own rights to the logo once it’s completed. The business owner should own the final design, but make sure the designer understands this before signing a contract.
Although it can tempting to jump at the first sparkling logo you see, take your time and ask the right questions. Doing so ensures that your dollars are spent wisely and that you’ll have a beautiful logo that captures your company’s identity for years to come.