Your business logo is a major element of your brand identity. It is the most visual element and the aspect of your brand that people come to recognise the most. You want your logo to create an attachment with the customer and hence it needs to be unique, meaningful and memorable.
It may be that you already have a logo and it hasn’t worked, despite the strength of all other elements of your brand. Or it might be that you have worked with a logo designer already, and you weren’t happy with the results or the way they worked. It is very hard to find the perfect fit when looking for logo designers, but certainly there are ways that you can narrow the search criteria to ensure a logo designer fits the profile you are looking for. In order to get the right logo for your business, you need a logo designer who:
Understands your business
Understands your vision for the business
Has the appropriate skills and experience
It might seem like a minefield out there even after you have Googled ‘freelance logo designers near me’, so here is a list of the key things you need to look at when choosing the right logo designer:
Any artist or designer should be very proud of their past work and will want to show off their successes, so if a logo designer isn’t forthcoming with a portfolio of their work, then you should start to wonder why. A portfolio should showcase their skills, experience and versatility, it shows what style and imagination they have and what kind of ideas they can come up with. You might not necessarily like any of the logos they have created individually, but it at least suggests you will find some common ground and land on a logo concept that will be successful. Beware though, because some designers will include logos which weren’t theirs, just to boost their portfolio, so ask questions about certain pieces of work to check they are authentic.
The design process
In order to get an idea of how you will be able to work with a logo designer, you need to see how they work and what their processes are. If they are random and scattergun with no structure it does not bode well for disciplines such as deadlines and sticking to design briefs. You need to see that they can work to a brief, do some research, offer you several options and produce a professional overall design concept. You also want to see that the designer has some flexibility to be open to your ideas and input, and will accept some comments to produce revisions and amendments without sulking if they don’t get their own way.
Reviews and testimonials
The best way to establish the credentials of a potential logo designer is to check out independent reviews and testimonials. You should carry out your own research in this respect and not just go on what they present to you, because obviously they will only post on their website the positive reviews and comments they want you to see. The truth may lie elsewhere.
What is included in the package?
When you receive a logo design package it is not just about the logo itself, you also need the copyright for the logo so that you can use it however you want to, you want copies of all the different formats so that the logo can be used immediately in both digital (for social media and website design) and print versions (for business cards or packaging design) and you want details of the fonts and colour pantones used in case you need to change or replicate something in the future.
Although price is not the most important factor it is obviously something you need to consider and have a budget for. But when considering price you need to establish what the price actually includes, so there are no nasty surprises at the end of a project, and you also need to know how the designer charges, ie. hourly or as a complete price for the logo project.
At Rebus I work as a logo designer in line with all these considerations and I find that it helps to build a positive and harmonious relationship with the client from the beginning. There has to be an element of trust and respect, and this can only come from being totally honest and open. From there it is relatively easy to showcase your skills and experience and then you are a long way towards creating a successful logo design for a client, so if you have a need for a logo design or any advice on branding design, then contact me at Rebus today.