The world of today is depending upon digitalization. Marketing strategies become futile if they do not include the use of a quality logo. This upsurge in global competition has compelled brands of every scale and type to resort to having a logo. However, the notion of having a valuable logo is not as easy as it sounds.
The process of getting a great logo designed depends upon your choice of logo designer or design agency. You might have a great concept for your logo but its execution should also be given to the hands of a professional designer.
Just as an illustrator looks for the right illustration styles and trends to follow for an illustration, a logo designer needs to possess great logo design skills and expertise. However, only you can be the judge of their skills.
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The need for a professionally designed logo
It is certainly without a doubt that every renowned company or brand out there has relied on professional logo designers for the creation of their brand logo. You could prefer to work with an individual freelance designer or a design agency as that is not what matters but what matters is the quality of the logo.
A logo can be of good quality only if the designer possesses exceptional design skills. It is never recommended in a professional enterprise to create a logo yourself as it then leads to further shortcomings. It might cut down costs but if you compare your logo to your competitors, it surely would not withstand the competition.
What options do you have?
The options are several and it entirely depends upon what you choose. However, you have to be careful in selecting one as not every option could prove to be right for you.
Design Agency or Small Design Studio – If your motive is to outweigh your competition with a logo that simply stands out then it is better to hire a design agency or small design studio. You would have to set a higher budget for it but the result would be as fruitful for your brand image.
Freelance Designers – Working with a freelance designer is the least costly option but you would have to depend on the freelancer for the concept building, designing and the management of the design process.
Create Your Logo Yourself – While it does remove hiring and additional costs, it would not only consume your time, efforts but designing a logo yourself would also serve no purpose to your brand identity.
What approach you deem fit for your logo depends upon you and your requirements. You also have the choice to hire an in-house graphic designer or hold an online contest from where you can acquire the logo design you want although this is never a good way to go as the results can be bad and communication from client to the designer is non-existent, basically it’s a fashion contest with no value.
What you need to know before hiring a designer
Before you select any of the given options, take into account the following tips once you make your decision.
Look into their portfolio
If you are deciding to hire a logo designer then you should always start with a thorough investigation. This investigation mainly includes asking the designer for their past work or a project portfolio. It is for sure that every professional designer in the design industry has a work portfolio and will never hesitate to present it to you.
The portfolio would not only highlight their work but would also allow you to know what sort of person the designer is. However, make sure the portfolio is filled with creative and unique projects since a logo should match your requirements as well as be unique.
Specify your requirements and preferences
If you believe you can collaborate with your chosen logo designer you should still not completely depend on them. You should manage your logo project meticulously since you are the brand owner and you need to specify your instructions to the designer throughout the design phase.
You know your brand, vision, and requirements better than anyone does therefore, you should exhibit it when working with a logo designer. Do not give the designer an empty canvas to draw on instead give them all the details that are relevant to your logo beforehand.
Analyze their creative abilities
Creativity is something that is innate that is why it is better to look for logo designers that possess the immaculate creative talent and imaginative abilities. Before you let the designer decide what is necessary for your logo, think about all the attributes and qualities a good logo needs to have.
The most essential factor is the logo’s simplicity. If a logo is not simple and is bloated with complex ideas or design elements then it would not be able to stand out. While a logo designer can have years of expertise in the design field but if they are not creative then it will reflect in your logo as well. Therefore, judging a designer’s creativity can be done so by checking their portfolio.
Make them understand your brand and its audience
While it is important to explain how you want your logo to be designed but other than that also make sure to elaborate your brand’s mission, target audience and audience preferences to the logo designer.
Logo designers at times already have a knack for marketing but still to be on the safe side, provide them with a detailed explanation about your brand and its target customers. This notion would allow them to be well versed about the design elements, colors and font styles to use for the right brand image.
Ask for an estimated project cost
It might already be self-explanatory to ask the logo designer for the estimated budget but every brand owner should know not to overlook this question. If you are positive about their portfolio and you believe they are credible, only then advance towards hiring them. This includes knowing if the money you are investing in the logo design is worth it or not.
However, you should not revolve around acquiring a cheaper price tag instead; you need to look for quality. You are investing in your logo not for the outcome as you are also investing your time and dedication to it so it should comply with your requirements.
Set a project timeline
The length of a project is based on different factors and that is why it varies. However, before you assign your logo project to a designer you should ask them how long it would take for the logo to complete and its estimated delivery date.
If you know when you will receive your logo then you can easily allot other tasks or work operations according to it. Branding and marketing strategies would need to be formed that is why it is required to ask the project timeline beforehand.
Ask the designer for authentic reviews
Analyzing designer portfolio might be enough for some people but to judge your chosen logo designer’s credibility, try to get a look at the testimonials given to them. There would be nothing visually appealing about a testimonial or a review but it would prove to you the designer’s authenticity.
Ask the designer for a list of authentic testimonials and analyze if the past client were pleased with their work or not. It would also say a lot about your prior experience so do not overlook this step.
There should be no lack of understanding
Since the logo design process is an extensive one, you would have to stay in contact with the designer quite often. For that reason, the designer and the client need to have a steady understanding. Personality plays an essential role in it as if the behavior of the designer does not comply with your preferences then it leads to several hurdles.
The designer should be passionate about their work and should possess the desire to fulfill client requirements without a single flaw. That is why observe if you can easily work with the designer and make your decision then.
Know the design process
You should inquire with the designer about their logo design process. Some designers tend to have a different approach to logo designing while some follow what’s currently trending. From the initialization of the design phase to its completion, ask the designer for every intricate detail you can think of.
These details include the submission of the first draft, number of revisions and the color scheme they would select for your logo. These are just a few of the details but if you ask your designer to know more, they would surely present you with the details you need.
Inquire what they will include in the deliverables
You could decide beforehand if you solely need a logo file or more design files. Since branding is a complete package, you could ask the designer to add more design samples in the final delivery but of course, they would charge more for it.
Another thing that you can ask for is different styles and formats of your logo that includes high-resolution file formats and a branding scheme that you could follow for your branding campaigns. Do not ask for these deliverables after the logo’s completion instead make these requirements clear prior to making an agreement.