What NOT to do When Choosing a Brand Designer
Choosing the right logo designer for your business is a very important process. Your brand image is at stake so clearly the freelancer or design team you hire has to be up to the job.
The fact is, if you make the wrong choice, not only could you end up with lacklustre results the process itself can turn problematic. Delays, miscommunication and finished product not up to the standard you expect are all very real issues if you employ badly.
So how can you avoid all the headaches and get the company branding and logo that your business needs?
Well, this article will set out a few guidance steps that will help you make the right decision.
By following these tips on what NOT to do when hiring a logo designer you will have a good chance of sidestepping the pitfalls and getting a professional job done, on time and budget and exactly to your brief.
So if you are ready? Let’s get to it.
1. Do not allow your decision to be guided by price alone
While we have recently reviewed 10 of the best logo designers you can currently find on Fiverr; you will notice that the price of each gig varies quite widely.
And this is an important issue to consider when choosing your designer; you should not be guided by price alone.
Clearly you may have a budget in mind, however you shouldn’t aim to find the cheapest designer you can find, nor should you assume that if you pay top dollar for a service, that you will be getting the best.
One way of avoiding the unknown when it comes to choosing your designer is to get them to bid for the work with an example of a finished piece.
Sites such as 99Designs allow you to set your budget, post a brief online and then the service providers will come forward with ideas in a bid for you to accept them for the gig.
In essence you have organised a mini-design contest and you have the opportunity to choose the winner.
The only issue with this model is the amount you want to pay will have a measure on the amount of entries you receive; more designers are going to pitch a product for $500 than they are $50 for example.
2. Don’t forget to check out their previous work
Every good designer will have a portfolio. You should never forget to check this out. And when we say check it out, this means more than a cursory look at the last couple of examples they have posted on their profile.
By paying close attention to as much of their portfolio as you can, you will likely recognise a certain design aesthetic running through it.
Do they veer towards more vintage designs? Or is the work littered with contemporary interpretations?
By asking these questions as you check out their work, you should be able to decide whether the artist is a right fit for the look that you are trying to portray.
You may come across designers with an extremely wide range of styles. This can be a good sign that they are adaptable to the needs of the client.
If you like what you see, they could well be a contender for the job.
3. Don’t be afraid to ask questions about the design process
Once you have narrowed your options down, you should not be afraid to ask more questions in order to make the final decision on which logo designer to use.
One important line of enquiry is the design process.
Before you start any kind of working relationship with a designer you will want to have an idea of how they work.
You can find out the main details with questions such as:
- How many versions / concepts of the logo can you expect to receive
- How many revision will be allowed
- The types of files you will receive / the design software being used
- If branding rather than just a logo, exactly what will that include and for how much
- How long the process will likely take from start to finish
Good communication is central to this. Both you and the designer should be on the same page before they go off and begin providing you with ideas and concepts.
Having a designer that is good in keeping you up-to-date with progress is another important factor.
By understanding their work process (and getting an insight into the timeliness of the replies during this pre-work stage), you will be able to make the right choice when it comes to who you employ.
4. Don’t hand over all the money at the beginning
Whenever you are dealing with freelancers, a good rule of thumb is to avoid paying all the money upfront.
This often has the detrimental impact of putting you to the back of the priority queue, (the designer already has your money in their bank account; that’s one carrot missing when you want them to hurry up and provide the goods).
It reduces your bargaining power should things go wrong, and you may reach a stage where the designer refuses to provide any more revisions, (you’ve already paid them, why should they continue?)
You will have to discuss what to pay up front with the designer before the job begins.
25-50% is industry standard and most designers shouldn’t question this, (you should question the ones that do).
Clearly when employing designers on sites such as Fiverr, you have the protection of a middleman. Fiverr will not release the funds to the designer until you are happy with the results.
Whichever way you find your designer you need to be very clear of your budget so that there are no surprises come invoicing time.
If extras are added into the brief at a cost, these need to be transparent every step of the way. A good designer will make all of this clear however.
5. Don’t go in with no idea on what you want
While it is okay to hire a designer without a definitive idea of what you are after, (a good designer will now how to pry this out), you should at least be clear with your brief.
Have it in mind the type of logo you need, the branding the after, the message you want to get across.
If this is clear in your mind, you can explain this to the designer who will then be able to realize these visions in a finished product.
If you are vague in this regard, how can you expect your designer (no matter their skill level and experience) to hit a home run with what they provide you.
It will annoy you just as much as it will them to keep having concepts and designs revised that still do not satisfy your requirements.
By being clear about what you want you will end up working with the designer instead of against him.
The process will be far more enjoyable and efficient as a result and you are much more likely to get a finished logo that you absolutely love.
This is the image and branding of your business for years to come.
Getting the right designer and working with them in the right way is vital.
Follow these steps and you have a good chance of getting it right first time around.