10 things to expect from your logo designer

Choosing the right designer is vital. Anyone can design a logo, but not everyone can design the right logo.
This article details 10 things to expect from a logo designer:

1. A strong portfolio

Previous identity projects speak volumes about what you can expect. Rather than focus on my own logo design portfolio, here are some others containing nice identity design work. When browsing different portfolios, look for design diversity, both in client industry and project outcome, ensuring you don’t receive a ‘cookie-cutter’ logo i.e. one created using the backbone of another.

2. Excellent communication skills

Two main points matter here. First, there’s no excuse for glaring typos within email communication. Even those useful spell-checkers don’t pick up on every error, so it’s good practice to re-read important messages before pressing the ’send’ button.
Second, can you rely on your designer to conduct him / herself professionally in a group meeting or conference call? If you’re responsible for the outsourcing, your reputation will be in the hands of your chosen individual or design company.
Creative teams also judge potential clients on their communication skills, and can just as readily say no to a
large budget.

3. Attention to detail

Changing smallest detail can greatly alter the impact of a logo. This is particularly relevant during a logo refresh, as opposed to a new logo design. Take a look at these 10 successful logo refinements for an appreciation of the little details.

4. Great customer service

How fast can you expect a response to your questions? If you’re communicating via email, you shouldn’t expect to wait longer than 24 hours between Monday and Friday, unless you’ve been given prior notice. Telephone communication should be available during normal working hours, so don’t hesitate to ask for a phone number if one isn’t already provided.

A designer should respect their clients, and value their intelligence.

What about after the logo handover? Does your designer disappear into the void or will they remain on hand to help with any printing questions or filetype issues? Any self-respecting designer will be keen to help after supplying artwork. This may involve additional compensation, which should be discussed prior to commencing the project.

5. Trustworthiness

How much do you know about the designer responsible for your brand identity? Do they have a successful track record? Are they a ‘new kid on the block’? If the latter, be more wary about proceeding, but don’t think new design companies or designers won’t provide a great logo.

Blogs play an important role in overcoming sales objections. The regular publishing of design articles shows a passion for the subject, and communication skills become evident through how comments are responded to.

6. Good time management

Deadlines are a vital part of the logo design process. You may be waiting on a designer to finalise your identity before you roll out an ad campaign, or install your office signage, so the last thing you want is to have the agreed timeframe pushed back through no fault of your own.
Questions to ask your designer include:

* When will the logo project commence?
* When can I expect to receive initial ideas?
* How long will I be waiting between revision rounds?

7. Positive references

References — or client testimonials — can offer a great insight into previous customer satisfaction. Legitimate comments should be accompanied with a web address, but if not, don’t be afraid to request client contact details from your designer so you can ask questions.

8. Flexibility

No matter how detailed the initial design brief, there should always be room for flexibility. Things can change during each stage of the process, requiring a different outlook from that first anticipated. The logo designer should accommodate some movement, although may request additional compensation where drastic changes occur.

9. An informative website

You can expect to learn something from your logo designer before paying them a penny, and their online presence should satisfy this requirement. More and more designers are adding blogs to their static portfolios, thus helping with search engine optimisation. In my case, my blog is my portfolio, and each new logo design is showcased by an individual feature, looking at the design brief and taking client comments into consideration.
Informative websites help on a number of counts.

* Trust is built through communication in blog comments
* Attention to detail can be seen according to the initial design brief
* Positive references might accompany portfolio entries
* Communication skills are evident through proper grammar

10. Common courtesy

Nice shouldn’t cost extra. 🙂

By David Airey

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