When you're choosing a graphic designer to help you create a logo/brand or refresh your existing one, use this checklist:
IS THE DESIGNER ASKING YOU QUESTIONS ABOUT:
The idea or story behind the name
Why does your company exist? What's your mission?
How are you fundamentally different than your competition?
Who is your Ideal Client? (things I like to inquire about are age, gender, social status, income, values/beliefs, etc.)
How do you want people to feel when they see or think of your logo/company?
Describe 5 personality traits of your brand.
These types of questions are IMPERATIVE to building a logo that will help you resonate with your audience and break through the noise in a crowded market. Remember that you're building a logo for your client - not for you.
WILL THEY HELP YOU ESTABLISH THE STORY BEHIND THE BRAND?
People tend to buy stories. They are driven by their feelings. Please make sure you hire someone who's willing and able to build a compelling story behind your logo.
WILL THEY HELP YOU ESTABLISH YOUR MISSION? VISION? TAGLINE?
If you want to build a company with a genuine culture - where your employees couldn't imagine working anywhere else and your clients refer you like crazy - you need to define these things.
REVIEW THEIR PORTFOLIO:
Do their previous jobs speak to your ideal style? Is the quality to your expectations? Have they published testimonials and are they from reputable companies/individuals?
THE DESIGN PROCESS & HOW MANY REVISIONS:
Ask about the design process. Will you be involved? When do you get to see drafts and what does the review/editing process look like? How many revisions are you allowed to ask for (without incurring extra costs)?
THE BRAND/LOGO DELIVERABLES:
Your designer needs to provide you with a package that allows you to walk away and create your own designs (or engage other marketing professionals such as a website creator, video maker, etc.).
AT A MINIMUM, this is what should be included in your logo package:
Company colours and colour values - Pantones, CMYK, RGB, HEX (make sure to get the actual numbers so you can replicate them as needed)
Fonts - fonts within the logo; font pairings for headlines/subheads/body text
Variety of logo file types
AI (Illustrator or other software original design file)
.EPS (vector - an illustration that can be scaled to any size, commonly used in professional printing, signage creation, etc.)
.JPG (white background, commonly used in computer programs, office printing, etc.)
.PNG (transparent background, commonly used on web)
.PDF (scalable and used commonly to share with other designers)
Variety of logo colour combinations - full colour, one colour, all black and all white
A one-page brand guide explaining your colours, fonts, etc. This is extremely helpful when onboarding new employees or to hang near your computer for easy reference
A BRAND BOOK (OPTIONAL, BUT RECOMMENDED):
A brand book is where you and your designer develop 'rules' to live by so that all of your materials look and feel consistent. Consistency is what builds brand recognition.
At a minimum, brand books include:
The story behind your brand
How you're actually different
Default logo orientation(s) and colours - showing the different types of logos available for use, and showcasing the default option (the one you will use most often)
Logo misuse - ensure you understand how to use your logo without stretching it; communicating what is NOT allowed (changing your company's blue to green "because it looked better")
Logo white space - showing how much blank space is required around the perimeter of your logo (in print and online) to avoid crowding.
Your tone of voice (how you speak in writing - casual, professional, funny, encouraging, etc.)
Acceptable image styles, patterns, design accents, etc.
If you're searching for a designer to help you create a logo or want to gain clarity on how to brand your company, contact me. I'll answer your questions and see if we're a good fit.