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Asking the Right Questions: Essential Questions to Ask Your Logo Designer

professional logo designer


Your logo is often the very first impression that consumers get of your brand — and it’s up to you to make it a good one.

That’s why you’ve decided to work with a professional logo designer. But how do you know that you’re working with someone who has the creative chops — and the industry experience — to give you the kind of logo you’re proud to have represent your company?

In this post, we’ll tell you some of the most important questions you need to ask when looking for the right logo designer.

Read on to make sure you truly do get the best person for the job.

1. How Will You Ensure Our Logo Is Unique?

Background with rainbow umbrella between the black umbrellas.

When you’re meeting with a potential logo designer, the first thing you need to ask is how they plan to ensure your design is unique.

This, above all, means that the design needs to be different from those of your competitors. It needs to have recognizable elements that make it easy for your market to understand the industry you work within, of course. But you do want to do everything possible to avoid the use of cliched, tired images.

Take a look at your graphic design company’s portfolio of work.

Do you see enough of a difference between the logos they’ve created for past clients, or do they all look a bit too similar?

You won’t make any kind of an impression on your market if your logo looks just like everyone else’s. Your brand does things differently, and everyone on your team is a genuine creative. You aim to provide out-of-the-box solutions.

Make sure your logo reflects that.

2. Have You Had Experience Designing for Our Target Market?

illustrated line going towards target

Yes, ensuring that you get cool designs for your logo is important.

But what’s just as important?

Working with a design company that knows the images, words, types of design, and even colors that your target market is most likely to respond to.

For example, millennials are known to respond positively to black and even pink tones. A company with a target market that’s primarily working mothers will need a logo that’s different from a company that usually markets to college-aged men.

The design firm’s experience with your market means that your logo will be in step with the expectations of your customer base.

3. What Role Do Trends Play in Your Design Process?

man choosing right or wrong

Understand that there’s a difference between incorporating a few design elements that you know your target market will respond to in your logo, and completely relying on trends to create it.

You need to know how much of a role logo design trends will play in the creative process as a whole.

The last thing that you want to deal with is a logo that will look incredibly outdated in a short period of time.

If you go this route, then you’ll be faced with an impossible, no-win choice. Do you completely redo your logo every few years, at the expense of your overall brand recognition? Or, do you continue to use a logo that looks dated and out-of-touch to preserve your branding — even though you know doing so may hurt your brand’s reputation?

To avoid having to make this decision, we suggest you study up on current popular graphic design trends. While incorporating one in your design is usually fine, if it looks like you’re being shown a mass of trends thrown together?

It’s definitely time to walk away.

4. How Many Logo Options Will You Give Me?

sketched letter R on notepad

If you want to come up with the best logo for your business, you need to be able to choose between several options.

You shouldn’t have to settle for a logo that you know really isn’t a good fit just because a freelance graphic design professional doesn’t want to give you more than one choice.

Ask how many designs you can pick from. In general, you should be given at least three options.

When you do settle on a final design, how many revisions will you be offered? Do you have to accept a design as-is, and make any additional edits on your own? What formats will the logo be delivered in, and will the company help you with sizing?

Ask all these questions before you decide to work with a specific company.

5. Do You Have Connections with Local Artists?

illustrated picture of human with thinking bubbles

Finally, when you’re working with a logo designer, you want to know exactly who will be doing the work.

While it’s important for your design team to have connections to the local art scene and a long list of creative professionals, you don’t want to work with a firm that’s essentially passing the buck to someone else.

Ask if all of the design work is completed in-house. If not, it doesn’t have to be a complete dealbreaker.

Just decide how comfortable you are with lots of different people offering their input into your design.

Ask These Questions When Hiring a Logo Designer

As long as you take the time to do your research and ask the right questions, we’re confident that you’ll end up with a reliable and talented logo designer.

However, you also might want to rethink your branding strategy as a whole. The logo may be the foundation of your branding, but it’s by no means the whole house.

You need to think about your company’s motto, the way you communicate with customers, and even your marketing strategy.

Looking for a little extra inspiration?

Keep checking back with us to make sure you’re always full of fresh ideas.

You can also use our logo maker tool to come up with your own ideas.