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WORKING WITH LOGO DESIGNERS

Whether your company is large or small, creating a new logo design is a daunting task. Hiring a professional logo designer can make the process much easier, but if you don’t know how to communicate your needs properly, you may not get what you need out the partnership. But where to start? The following suggestions will help you and your designer reach your goals.

The logo portfolio is the first point on which you should evaluate potential designers. A portfolio filled with eye-catching, professional looking images is an instant signal that the candidate has potential. But don’t stop there. Look beyond the designs that you like, and consider the portfolio as a whole: are they consistent, do their designs work equally well for all industries, do they have a ‘look’? A designer that showcases flexibility with a diverse portfolio says: I create something that works for you, not just something that works for me. A designer whose logos all look the same may have a great sense of style, but might not be able to address your specific needs.

It’s rare that a designer will complain about receiving too much information. The idea of designing a custom logo for a completely unfamiliar business is daunting. Make both of your lives easier by giving your logo designer clear cues to work from. Give them specific color schemes, shapes, text, and styles. “I’ll know it when I see it” is not a promising statement and won’t help either of you. Even better, give them examples of work that you like and work you don’t like, and explain you reasons.

That said, a designer is not just someone you hire to draw you the exact image you have in mind: a good designer will show you just how far your vision can go. They will take your criteria and combine it with their creative talent to make a product you couldn’t have imagined on your own. When you come to a designer with too many pre-conceived notions about the end product, you keep them from showing you what’s possible. Remember that you hired a “creative professional” not just someone with technical skills.

You’re lucky if you get it a perfect logo the first time around, with no need for revisions. If a logo concept needs changes, it’s not a failure on the designer’s part, but an opportunity on yours. The revision stage is a chance for you to refine your ideas. Keep an open mind to the ideas that come across your desk, and don’t be afraid to get specific about what you like and what you don’t.

It’s easy to get caught up in creating ‘your’ perfect logo, but try to remember that the final logo is really meant for the customers, not you. Be sure to separate your own preferences from those of your customer. Everyone will have different opinions about what you logo should look like. It’s too difficult to please everyone, so focus on please the ones that matter: your audience.

As a business owner, you know best when it comes to running a business. Likewise, graphic designers know best when creating a new logo. Designers consider what your logo will look like on a fax, how well it will scale up to a sign or down to a business card; even printing costs come into consideration. The most recent FedEx logo saved the company thousands of dollars simply by reducing the amount of paint needed on trucks. Remember: graphic designers are experienced professionals. While they must keep your needs in mind, they also have a duty to provide you with something that is functional and pleasing to the market. You’re paying for their skills and their good judgment. Make sure you’re getting your money’s worth.

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