Business owners need to know how to survive in a competitive market. A well-designed logo is probably one of the most important elements of a corporate identity. Put as much thought into choosing a logo as you do into choosing the designer. The logo has to be describable, memorable, scalable and effective in both color and grayscale.
A professional designer will fulfill these criteria and save you time. Choosing a designer can be time-consuming, though. Look out for the following key aspects.
Quality of Past Work
The best way to evaluate a designer is to review their work. The first thing to check out on a designer’s website is the samples section. Check the colors, shapes and layouts of the samples. Logo samples give you a glimpse of a designer’s skill and sensibility. But beware of designers who feature other people’s work just to snag clients (which some have been caught doing).
Communication
Can you reach your designer by phone or email? If they’re local, can you visit them? The online industry is growing, and face-to-face meetings are becoming less common. How will you communicate? Before any money changes hands, establish a communication process, and know your designer’s availability—especially across time zones.
References and Testimonials
Always look at a design company’s prior work. Request references, and ensure that you read the testimonials of previous clients.
Targeted Questionnaire
A designer can’t create a logo that meets your needs unless they ask you questions. They’ll likely ask about your company history, the target market, your competitive advantages, your goals and the service or product itself.
The Design Process
It goes without saying that when you spend a lot of your hard-earned money, you want to know exactly what you’re paying for. A professional designer should know about copywriting, industry norms, market conditions and competitors before they begin designing the logo.
Turnaround Time
Quality work takes time, so discuss expectations with the designer at the outset. Extending deadlines without prior notice does not reflect well on a company. Don’t be fooled by false promises—and don’t make them.
Refund Policy
Before finalizing the contract, determine the refund policy. US firms usually mention their refund policy in their “terms of service,” so look there first. Good firms are confident in their work and don’t hesitate to be forthright about their policies.
Value
A high price does not guarantee high quality. A respectable firm delivers good quality at a competitive price.
Conclusion
Having discussed the pros and cons of both designing your own logo and hiring a professional for the job, it’s important to repeat that quality is paramount. As in any other field, design requires certain skills, and one must respect professionals who have those skills. Your logo sets you apart from competitors. It’s worth having a good one.
A professional designer will fulfill these criteria and save you time. Choosing a designer can be time-consuming, though. Look out for the following key aspects.
Quality of Past Work
The best way to evaluate a designer is to review their work. The first thing to check out on a designer’s website is the samples section. Check the colors, shapes and layouts of the samples. Logo samples give you a glimpse of a designer’s skill and sensibility. But beware of designers who feature other people’s work just to snag clients (which some have been caught doing).
Communication
Can you reach your designer by phone or email? If they’re local, can you visit them? The online industry is growing, and face-to-face meetings are becoming less common. How will you communicate? Before any money changes hands, establish a communication process, and know your designer’s availability—especially across time zones.
References and Testimonials
Always look at a design company’s prior work. Request references, and ensure that you read the testimonials of previous clients.
Targeted Questionnaire
A designer can’t create a logo that meets your needs unless they ask you questions. They’ll likely ask about your company history, the target market, your competitive advantages, your goals and the service or product itself.
The Design Process
It goes without saying that when you spend a lot of your hard-earned money, you want to know exactly what you’re paying for. A professional designer should know about copywriting, industry norms, market conditions and competitors before they begin designing the logo.
Turnaround Time
Quality work takes time, so discuss expectations with the designer at the outset. Extending deadlines without prior notice does not reflect well on a company. Don’t be fooled by false promises—and don’t make them.
Refund Policy
Before finalizing the contract, determine the refund policy. US firms usually mention their refund policy in their “terms of service,” so look there first. Good firms are confident in their work and don’t hesitate to be forthright about their policies.
Value
A high price does not guarantee high quality. A respectable firm delivers good quality at a competitive price.
Conclusion
Having discussed the pros and cons of both designing your own logo and hiring a professional for the job, it’s important to repeat that quality is paramount. As in any other field, design requires certain skills, and one must respect professionals who have those skills. Your logo sets you apart from competitors. It’s worth having a good one.
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