We always recommend that your brand’s logo should be professionally designed because it’s the centerpiece of your marketing material. And now it’s easy to find a professional logo designer too, since the demand increased the supply. What’s difficult is to select the right person to design YOUR logo. You like some designer’s portfolio but feel like their style doesn’t fit in with your brand? Some claim experience but their designs are too simple? Where do you start? How do you shortlist the designers?
There’s a method to all this madness. Here goes:
- Write down your requirements
You think you want a screaming gorilla on your logo. But you sell coffee and that won’t fit. So think what you sell and who you sell it to. The logo should reflect this.
Think about your budget next. This is the easiest way to cross logo designers you can’t afford off your list. Another main concern is your deadline to get the logo designed. You want to start creating marketing media for your firm (website, flyers, presentation etc.), the logo should be ready atleast 2 weeks before that.
Your note probably looks like this:
Indizine is a design and branding firm. We have a budget of $300 to hire a designer. We need it done by the end of this month.
2. Your idea of a customer-engaging logo
To find the right logo designer, you must first set your expectations from them. Here you startenlisting the qualities you want your logo to have. This will be based on your market research on the target audience. You focus on two points:
- What do you want the users to think of your brand when they look at your logo? Should it be elegant and classy, funky and approachable, or simple and timeless? Should it build loyalty or a sense of urgency amongst users?
- Focus on the user profile. What is the nature of your target audience? Are they young and peppy? Are they professional and solemn? Are they looking for economical solutions from you or are they shopping for luxury? Should you be direct in your messaging or will they understand clever abstract logos?
- The logo design should be open to adaptation on marketing materials with different tones.
This step is doubly useful because not only it helps you evaluate the portfolio of logo designers, it also serves as the guideline for the professional you select.
3. Portfolio and Interview
Once you start looking at logo designer portfolios, you understand if you like their style. Look for thevariety of their creative designs but a designer signature which makes their work unique. See how well they integrate text with the picture in logo and analyze if their designs are space-smart.
Once you shortlist a few logo designers, the next step is to get in touch withthem via mail, phone, in-person meeting. This is a chance to gauge whether they respect your opinion, their reaction to feedback, how they empathize with the profiles of your users. If you liked one of their logos, ask about it to verify whether they designed the whole thing or just contributed to it.
And finally, if you find the perfect logo designer, invest in the professional relationship. They could lend their expertise in your other design assignmentsas well.