Your logo is one of the single most important aspects of your business there is. This is something that you will be stuck with for the rest of your business’ lifetime and that will dictate not only the way that your customers and clients see you but also the way that you design your website and your products. Your logo is what will form the bedrock of your brand’s identity and will likely serve as a starting point for all of your subsequent designs. Get this wrong and you’ll be left with an awkward image that hampers your ability to sell or be taken seriously.
So how do you get a great logo design? Simple: you choose a great logo designer! You can try and create your own logo design but chances are that you’re not going to be as effective at doing this as an individual or a team that has dedicated their career to creating logos. Why take time out of your schedule if it’s only going to result in an inferior end product?
That’s why using a professional graphic design service is always a good idea. But how do you know who to choose or How to Choose a Logo Designer? Here are some tips that can help you make the right selection…
The number one thing to focus on when choosing a best logo designer is their portfolio. What does their previous work look like? What does it say about their skills in design?
At a glance, ask yourself if you’d be happy with a logo of that quality for your own site. Now look closer: is the logo high definition, or can you see pixels and ‘graininess’ around the edges? Does the logo accurately capture what you perceive to be the tone of the business? Is it original and interesting, or generic and bland?
Look out for logos that include:
These are all badly ‘overplayed’ and look severely clichéd. If a designer falls back on any of these tropes, it suggests a real lack of imagination!
Look closely at other details too. For instance, are the letters in the title well-spaced or are they uneven? Are there points where you can see errors?
Another place to look is at the designer’s own website. This should be an example of their very best work and if it’s not absolutely top quality then you should consider that to be very much a warning sign.
Finally, ask if the portfolio demonstrates versatility. Are they able to work with a wide selection of organizations? Are all their logos different?
If you like what you see, then read the description of what you get a little bit more closely. At the same time, don’t be afraid to get in touch if you’re interested and ask them what they can do for you.
One thing to make sure of at this stage, is that you will get an AI file along with the PNG of your logo. An AI file is basically a ‘map’ that a piece of software can use to redraw your image as a vector. This means you’ll get 100% resolution, as well as the ability to edit the image as much as possible. Even if you’re not sure what the difference between a vector image and a raster image is yourself, your future designers will and so this is a useful thing to have! If you just receive a PNG, it will be impossible to edit in future without completely recreating and this suggests the company is somewhat amateurish.
You should also ask whether the company provides other design services. The ideal scenario is to get your logo design provided by your web development company. This way, you can get a consistent design that all ties together nicely and that presents a strong brand identity.
If the company also provides other services, then you can use them in future for additional projects and thereby maintain the same design language across everything you create.
Another thing to look for is a company that is willing to provide a few ‘suggestions’ before settling on the final logo. Mockups will ensure that you’re happy with what they’re creating and it will prevent you from being ‘stuck’ with something that you hate.
Finally, you should get in touch and discuss your project with the company. This is important as it allows you to get a feel for the company, their ethos and their communication. The best company will be one that listens to you and that really understands your company – get in touch and you’ll give them the chance to demonstrate this.
At this point, you can also discuss rates and thereby find out if you’re getting a good deal or not. Of course the price also has to come into your decision somewhere!