If you are starting up a new business, one of the first things you will need will be a logo that will represent your new company. Luckily for you, there are many professional logo designers out there that can help you.
However, some of them will provide you with quality work, while others might be lacking in that department. It is important to know how to tell them apart. First, there is some information that you need to be clear on such as your target audience, the name of your business, details about your products or services, slogans, taglines etc. If you do not know enough about them, it might be wise to first contact a marketing team to help you before seeking the services of a logo designer.
Once you do have all these answers, it is time to get a logo. This logo will form the basis for all of your future marketing campaigns and it will become a symbol of your company, so it is important to get it right. You do not need to rush things by hiring the first logo designer you find. In order to help you, here are the 10 most important questions to ask a logo designer before hiring him.
1. How Much Will It Cost?
The prices for a logo vary wildly as some will cost several hundreds of dollars while others can be as low as $30 or $40. Why is there such a huge difference? The answer is the quality of the work. You should not expect to get a lot in return for a $30 price tag. Many companies promote themselves as professional logo design teams that work for cheap when in reality they are just one person making logo after logo. Speed is their priority, not quality.
It would be a good idea to hire a national logo designer as they are better at understanding the culture and the audience that you are trying to reach. You should also inquire about all of the services that are included in the price such as the number of samples provided, turnaround time, customer support etc.
2. How Many Designs and Revisions Do You Get for Your Money?
During the early stages of the design process, it is vital to get multiple concepts so you can pick the one you like. If you only have one or two, then you will be stuck with something that might not appeal to you. Alternatively, if you get too many choices then it will be hard to select the one that fits your business best.
Once you do have a good concept, it is more than likely going to need revisions. This is another thing you want to be clear on: how many revisions do you get? Some companies only offer a limited number of revisions or only minor changes such as colour swaps in the original price. Anything more than that and you will have to pay extra. Do not get fooled and ask beforehand exactly how many revisions are included.
3. Will There Be More Than One Designer Working?
It is important to know exactly how many people will be working on your logo because if you only have one designer then this seriously limits the creativity that goes into your logo. This also increases the chance that a good relationship cannot be established between client and designer. Even if he is willing to provide you with several different concepts, if the two of you are not thinking along the same lines you will not get good results.
However, a similar problem occurs when multiple designers drop in and out of your project. They will not be as familiar as they should be with what you want and what the logo needs to be about. Furthermore, if you have a designer who just started on your logo do revisions, there is a good chance that he might try something that has already been rejected, thus wasting your time.
4. What Is the Turnaround Time?
If you hire a smaller design company, there will be advantages and drawbacks. The advantage is that the work will be more personal as these companies are usually willing to work extra hard to please their clients. However, the drawback is that if that company currently has a lot of work to do then the turnaround time will suffer. Usually, your contact person should be a project manager, not a designer. This person is trained specifically to oversee all of the work that is being done on your logo and to communicate with you. However, many logo designers on the internet do not have project managers and this means that the lines of communications between company and client will not be as good as they should.
5. What Files Will You Receive?
Once the logo is done, you will want to receive it in various formats. You will probably need different files for your online and offline marketing materials so you need to check that the company will provide you with everything you need. The most important file is the logo in vector format as this will allow you to scale the logo to any size you want without losing any clarity.
6. Is the Logo Custom Made and Do You Receive Full Ownership?
If you are paying for a logo, you will want it to be completely custom made. This means no kind of clipart or any other recycled imagery. If the logo is not 100% unique, you will not be able to trademark or copyright it. This means that you cannot have full ownership of it, which is a very bad idea. You will have to rely on their word that the logo is custom made as it is unlikely that you can verify it.
7. Where Are They Based?
A lot of companies can afford to offer low prices because they are based overseas. While this, by itself, is not necessarily a bad thing, these companies tend to provide low quality services. In order to get a good logo, the company must be able to understand your logo brief, as well as the meaning of your logo and the audience it is intended for. This is almost always done better with a logo design company from this country. This usually also makes it easier for the two parties to communicate between each other.
8. What Kind of Customer Support Do They Offer?
When you are checking out a design company, make sure to take note of all of the contact information that they provide. You will want to have a direct number that you can call in case of assistance, not just an email address. Without a phone number, it is unlikely that that company will provide you with adequate customer support. If they do have a number, give it a call and see exactly how well their assistance rates.
9. What Software Do They Use?
The company should mention what kind of software they use for the logos. Usually, it is recommended to rely only on Adobe Illustrator as it is the industry standard when it comes to logo design. Try to stay away from Adobe Photoshop as much as possible. It simply is not meant to handle high quality logo design and you might find yourself dealing with a lot of issues once you have the logo and are trying to print it.
10. How Experienced Are They?
Experience counts for a lot when it comes to logo design. Any good company will provide you with a portfolio and testimonials to check out. If their previous work seems similar, then this probably means that they have very few designers that usually stick to the same pattern. If none of the samples look like something you were looking for, then look for another company. Moreover, some designers specialize in certain industries. While they might be capable of really great work for that particular industry, if it is not relevant to you then you should avoid.
Lastly, it does not hurt to check that the company you selected is fully registered. This is easy to verify as they are legally required to provide a registration number on their website.