You’re ready to hire a professional graphic designer to create a brand identity/logo that is as unique as your business. But where do you start? Here are some questions to ask when interviewing graphic designers to do your logo or brand identity. It’s a relationship that may continue long after the logo is completed. Many times clients that come to me for a logo continue to work with me for many years while they create their library of marketing materials. Make sure you hire someone who will be around when you need them!

• What is their experience? Do they have a proven track record? (check their website)

• Testimonials: Do they have positive testimonials from previous clients? Ensure you check the validity of testimonials. A quick email to the person/company should suffice.

• Ask them about their design process.

• How strong is their portfolio? Have they got 100+ mediocre logo designs or 10 to 30 excellent ones? What is the ratio of real to fake logo designs? (yes, some designers make up work for the sake of filling up their website)

• Timeframe. How long would they take to complete your logo? A typical logo design process takes 4 to 15 days, but many can go for months on end. Think of how long your logo design will be used for: would you want it to be designed (much less researched) in less than 24 hours?

• Price. The cost of the service usually reflects what you will receive. In most cases, you get what you pay for… but price is not the only indicator.

• Professionalism and communication How do they present themselves? Do they respond to your emails quickly? How do they communicate? Do they work with a contract (to protect both them and you)?

• Questions. The Graphic Designer should be asking many questions about you and your business.
The questions should revolve around your company’s history, target market, goals, etc.
Questions that bring out the passion you have for your business, such as:

    • How did you get into the business?
    • What do you love about your business?
    • What problem does your product solve for the target customer?
    • Why should people call you instead of your competition. This is called USP (unique selling proposition) and is one of the things that sets your company apart from your competitors.

• What graphic files will the graphic designer provide upon completion of the logo? Discuss all the needs for the logo with your marketing pro first. The logo should be able to be printed at any size and, in most cases, be effective without color.

    • Will there be an extra charge to create those files? Discuss this at your initial design meeting and perhaps negotiate a package price.

• Do you want the designer to also design the business card?

• How about Letterhead, Invoices,  LinkedIn, social media, t shirts, and signage?

Once you’ve done your due diligence and hired an expert, let them do their job. Your feedback is important, but go in with an open mind and let go of that logo you doodled on a napkin!