Following up from the previous article, 5 Key Considerations when Designing a Logo, we will now share how to select a good logo designer to design your brand logo. We know that a good brand logo propels your brand to customers’ attention and ensures that your brand stays in their minds. So, who shall take on this critical task?
I. Importance of a logo designer
The brand logo is the face of your business, and it will represent your company everywhere – from billboards to social media posts to staff uniforms. Therefore, you want to be sure that the logo you create at the beginning truly fits your company for a long time. After all, rebranding is costly – your branding identity will have to be changed on buildings, vehicles, business cards, flyers, uniforms etc. Rebranding is a serious concerted effort to reposition your brand in the market and pivot your brand towards future success. You do not want to be forced to rebrand because you had not designed your logo well at the start.
A good logo designer listens to what you want and creates what your brand truly needs. You will be able to choose from a variety of unique designs personalised for your business. A professional designer can incorporate emotional understanding to the logo design process, and the final logo will have a human touch that resonates with your target audience. The professional designer will also have vast experience that allows him to know whether the logo is suitable for print and other platforms, as well as to come up with appropriate variations to adapt the logo for different platforms.
II. How to select a logo designer
So, what should you look out for when you are selecting a logo designer? Below we have explained a few key criteria that will guide you towards a good logo designer.
i. Experience and proven success
The length of a designer’s experience is not indicative of his abilities. Look at past projects and examples of the designer’s work to know his skill level. Get details of a designer’s past projects. Make sure to understand the role that the designer played in a particular project. Knowing the names of past clients is not enough. You need to look for clear examples of the designer applying his skills to create a client’s design work.
Testimonials are helpful to verify the credibility of a designer’s experience. Positive testimonials can reassure you that the designer’s experience is authentic and true. Nevertheless, it is also essential to verify the credibility of the testimonials. Check out the companies and/or people providing testimonials on Google or LinkedIn. Do not be swayed simply by glowing reviews.
The portfolio should exhibit design variations and different aesthetics. This demonstrates flexibility and creativity on the part of the designer. It is also an indication that the designer is open to new ideas, and there will be more breadth for you to discuss with him during the logo design process. The portfolio indicates the designer’s abilities, and you should enjoy the works you are looking at.
Make sure that before the designer begins working on your brand logo, you have a thorough conversation with him about your brand’s direction and goals. After sharing about your business, a good professional logo designer will be able to produce the first draft of your logo within a week or two. Each revision should take a few days. Altogether, the logo design process will take a few weeks, giving you and the designer sufficient time for discussions, feedback and revisions.
Typically, a professional logo design will require more than just a few dollars. A professional logo designer will take the time to conduct an audit to understand your brand, and then do necessary research to understand the market and ensure that your brand’s logo will stand out amidst the competition. This process takes time and effort, which will require some monetary compensation on your part. In return, you get a brand logo that is designed with experience, backed by research, and that truly personifies your brand.
vi. Professionalism and communication
As with all business compatriots that you work with, the professionalism and manner of communication are indications of a designer’s attitude towards his work. A responsible and competent designer will respond to your emails and queries promptly, present himself with good manners and politeness, and communicate with you clearly and concisely. It is also important to find a meticulous, reliable, and punctual designer with good time management. Take note of whether the designer is listening to you when you speak, and whether he is imposing his own ideas onto you. It is important that the process involves an open discussion, and that your company’s needs are met.
In summary, the important criteria to look out for are:
A designer who fulfils the above is likely to be one that is good for your business. That is tremendously beneficial for you, and it will take your branding identity a big step closer towards success! Of course, the branding process does not stop at just designing a logo, and there are other aspects to take care of. We will dive into these areas in our future articles, and we cannot wait to share more knowledge about branding with you!