So, you have a great business idea; and on your To-Do List for launching your brand is “brand and logo design.” But, now what? Where do you even start with finding a logo designer? What are some of the things you should be looking out for? What questions should you be asking the designer before you hire them to design your logo? Here is a list of 10 questions you should be asking before you hire someone to do your logo or brand design:

A quick note: if you just post in a Facebook group saying you’re looking for a logo designer, I promise you, you will be inundated with 100’s of comments of people telling you they can do your logo for $50, which might sound tempting, but are they the right fit for you?

As the client looking for a designer, the most important thing is for you to first gain clarity on what you want to get out of the brand and logo design process.

Things to think about and questions to ask for your logo and brand design:

1. Consider your niche
2. Consider your audience’s story
3. Consider your audience’s struggles
4. Consider the longevity of your brand
5. Consider your brand DNA
6. Consider your logo/brand application
7. Consider their industry and background
8. Consider their process and packages
9. Consider their design style
10. Ask a fun question

Questions to ask yourself before hiring a logo or brand designer:

(1) Consider your niche:

What industry are you, the client, looking to be in? When answering, it’s okay to think in broad terms, at this time, but this will help orient you in the right direction and help you clarify your vision a bit more. Is it the health and fitness industry? Fintech industry? Start with the larger context of things and then dig deeper. It’s also a great starting point for your conversation with your designer down the line, but at least have something in mind to start. 

(2) Consider your audience story:

Do you have a target audience or target market in mind? If you don’t have a target audience in mind, this is the time to create a buyer’s persona so when the time comes, you can provide this to your designer. Knowing who we are targeting with your brand design is important and can certainly help us speed up the design process. After all, you don’t really have a business if you don’t know who you are trying to

(3) Consider your struggles:

Do you understand the challenges and obstacles your target audience face daily? This is half the battle in your business – truly understanding your user group. One of the most important things you can do now is market research and chatting with those you want to serve; this is true with any type of business you are trying to start.

(4) Consider the longevity of your brand identity:

Do you have an idea or vision for your brand in 3-5 years? When you think in mid to longer terms, you’ll begin to gain perspective that the investment of the logo and brand to their business, when done right, will help build the brand value over time.

(5) Consider your brand DNA:

What are your values? What do you stand for? If you aren’t building a personal brand, reframe the question as: what would you like your brand to stand for? Your values will and should be incorporated into your brand identity DNA, because the heart of your brand identity should be your beliefs, visions, and core values.

(6) Consider your logo and brand application:

What is/are your goal/s for the logo/brand design? Where will the logo be applied or used? While this is a more logistical question, designers need to know how you intend on using the logo to make sure your vision can come to life. During the design process, we’ll have different considerations to keep in mind for the logo when it is applied to signage, print, web, etc.

Questions to ask the designer before hiring them:

(7) Consider their industry and background:

What industry or industries are you working in or have worked in? This should give you an idea of the scale of projects they’ve done in the past; which can give you a glimpse into whether or not their background fits your specific needs.

For example, I’m a web designer with environmental graphic design background which is a special niche within the design and architecture industry focusing on creating branded environments with signage and graphics. I have experience working on projects that require the full brand identity development as well as logo design process.

(8) Consider their design process and package:

What does the logo/brand design process look like and what is included in our design package?

When it comes to design process, every designer has their own formula and workflow, but typically the process should follow this pattern: research > analysis > concept sketching > feedback > modifications > refinements

Always ask them to walk you through their design process. If the sound of it excites you, then they made it to the finals of you deciding who to go with. If you yawn, are bored, zoned out, or lost because they can’t succinctly explain and describe their process to you from start to finish, then you’re better of finding someone else.

(9) Consider their design style:

How would they describe their design style? This can be adjectives or descriptive sentences, but whatever their description is, it should give you, the client, an idea of what to expect. For example, I would personally describe my work as: timeless, clean, elegant, bold, high-quality, and sophisticated.

(10) Think about asking a fun question:

Come up with our own “fun” maybe off-topic question to ask the designer. This let’s you know more about their personality and allows you to see if your vibes click, if the above questions haven’t done so.

A few notes:

You can see that a good chunk of the question mentioned here are meant for you to ask yourself first. As a designer, I oftentimes ask my clients these very questions somewhere along the design process; usually, if the questions don’t surface during the “discovery call” then they definitely will appear during the strategy workshop I conduct with my clients.

Finally, never hire someone or work with anyone in any capacity without chatting with them on the phone first. You want a designer that fits your needs in terms of style, design process, vibe, etc.

What questions out of the 10 will you be asking your graphic designer before you hire them?

If you are a designer, what questions do you personally ask your potential clients during discovery calls?