We’ve already talked about why branding is important for your business and things to consider when choosing a logo so today we’re going to discuss how to go about choosing the best logo designer for your Australian business.
1. Portfolio Assessment
When you first start looking at a logo design agency to work with, you should be looking at their portfolio. An agenci’s portfolio will let you see what their general style is and what kind of clients they mainly work with. Look for diversity in their work, as this indicates adaptability and creativity. Also, consider the relevance of their past projects to your industry. A designer with experience in your field may better understand the nuances of your brand.
2. Client Testimonials and Reviews
If the agency has testimonials on its website, that’s a great way to see what previous clients think about them. Since testimonials posted on the website itself can sometimes be biased (since negative reviews would obviously not be shown), you can also see if you can find reviews on other websites like Google, Facebook, Better Business Bureau, Yelp, etc. Keep in mind though that the two types of people who are most likely to leave a review, are people who were EXTREMELY satisfied, or people who were even a little unhappy. So if a company has many glowing reviews but one or two negative reviews, it may have just been a difficult situation.
3. Creative Process and Conceptualization
Ask the designer about their creative process and how they approach conceptualization. A good logo designer should be able to articulate their ideas and provide a clear vision for your brand.
Ask about the number of initial concepts they typically provide and the revision process to ensure your satisfaction. You don’t want to be stuck with a logo that you don’t like, so having revisions available is extremely important, especially in the early stages.
4. Budget Alignment
Clearly define your budget for the logo design project and inquire about the designer's pricing structure. Be wary of overly low prices, as they may reflect in the quality of work.
A transparent discussion about costs upfront will help avoid any misunderstandings later in the project.
5. Communication Skills
Effective communication is paramount throughout the design process. Assess the designer's responsiveness, clarity in communication, and willingness to listen to your ideas. This can also mean language barriers which would make it harder to convert your brand identity to the logo designer.
Make sure that the designer understands your brand, its values, and the message you want to convey through the logo.
6. Technical Proficiency
Verify the designer's technical skills and proficiency with design software. A skilled designer will be able to translate creative concepts into a technically sound and versatile logo.
Ask about the file formats and variations you will receive upon completion of the project. Having a PNG version of your logo is great since it has transparency so you can use it over top of colors, on print material, etc. Equally important is having the source files (AI, PSD, etc) so that if you ever need to change something small in your logo (like color), you can do it easily in case the designer cannot be contacted. If you have to pay extra for source files, we definitely recommend doing it.
7. Timeline and Availability
Establish a realistic timeline for the completion of the logo design. Ensure that the designer's schedule aligns with your expectations and business needs.
Discuss any potential conflicts or time constraints to avoid delays in the project. If each revision has to be run through multiple people in your business, make sure the designer knows this as well.
8. Legalities and Ownership
Clarify the ownership rights of the logo once it's finalized. Ensure that the designer transfers the intellectual property rights to you upon completion. Make sure to also discuss any licensing agreements or restrictions associated with the use of the logo.