How to choose a logo design and designer

Whether you’re looking to start a new business, or possibly looking to refresh the brand of your current business, getting your logo and brand identity right is one of the most important things you can do.

A successful and easily identifiable logo builds brand recognition and trust. 

In fact, 8 out of 10 people will usually purchase from a brand they recognise than a cheaper product from an unknown brand.


So how do you go about choosing a logo designer?

Well there are basically two ways. You could Google-search terms such as ‘ready made logo designs’ or you could search for logo designers.

A ‘ready made logo’ will most likely be a cheap option in the long run, but there are a number of major considerations you need to keep in mind.

The first and foremost is that a ready made logo will most likely be pre-designed by a foreign designer offshore. This means you have no idea of telling if they actually designed it themselves, or if the logo has been sold to other companies before, and both these can pose a potential trademark nightmare for your business. For example, the first scenario might be that if you started using the design for your business and someone else has a very similar or the same design then there could be a legal battle over who had the logo first, and just say you had been trading with this logo for a few years, working hard to build up your brand identity, and then found you could lose not only your brand identity but also pay compensation to the rightful owner this could be very expensive for your business, and you’d have to create a whole new brand identity for your business. And the second scenario might be that if you tried to trademark your brand (and I recommend you do)  to protect yourself from any trademark infringement, it could be knocked back if another brand already has a similar design.

So the ready made logo option is not one any business should really consider if they are looking to become a professional entity.

The second option would be to search for logo designers or graphic designers. Now, while the two can often be the same thing, there are in fact many graphic designers that can design a brochure or a press ad perfectly, but can’t design a logo to save themselves. So I would always recommend searching ‘logo designers’.

Now if you do a Google search for this you’ll most likely get a number of logo designer paid advertisements appear as well. And it’s not uncommon to see logos advertised for $39 or even less. Logo design is not as simple as just throwing some coloured shapes or text together and calling it a logo. Real logo design takes time for the designer to understand the brand, who your audience is, what your brand should represent, etc. And then once they have analysed your brand they will then commence the logo design process based on your personal brand identity. And this is something that can take hours, so you will very rarely find a logo designer that can create a number of design options for your brand specifically, for $39. In most cases these cheap logo designs are created offshore, and again may not be unique or trademarkable.


Choose a local Logo designer or niche designers

So when Googling a logo designer, always try to find a local logo designer by simply adding your suburb or region in front or behind the ;logo design’ search term and a number of local designers should appear in the results. Alternatively, if you are in a specific niche, say a law firm, then you could try niching your search results to be something like ‘law firm logo design’, or even include your suburb or state into this mix for a local designer that specialises in law firm logo design.

It can make all the difference in your outcome.


How do I know which logo design agency is the better option?

This is actually an easier question to answer than you’d think. Simply by looking at their logo design portfolio should provide a good indication of their style of design they produce. Every designer or agency usually has their own unique style. Mine for example is ‘simple, iconic designs, that usually have bold colours and a little bit of cleverness to them. Of course, this will depend upon each client, but that would be how I would describe my own style. Some female designers will tend to have a more softer feminie style, which might suit beauty salons for example.

So look around their logo design portfolio or ask them for examples of designs that have created in a similar or same industry as you are in.


Choosing a large design agency or a smaller boutique agency or independent designer.

It can also be worth considering if you choose a large design agency or a boutique design agency or single designer. Often you may find you’ll receive a more personal level of service from a smaller boutique agency or an independent designer, and it can also mean that if you require additional services provided at a later date then you’ll get the same designer servicing your needs. Larger agencies can often tend to go through a change of designers quite rapidly.


Does your logo design come with revisions?

This is a very important thing to ask your designer right at the start before committing to them. Many designers will have a cap on the number of designs they will provide, others will offer a number of designs and then a certain amount of revisions. Always ask how many original designs and revisions you will receive, and also see if there is any refund guarantee if you don’t like any of the designs.


Make sure your logo design comes in vector formats.

One of the greatest pitfalls of using a cheap logo design service is that they will often only provide your logo in a JPEG format and at a size that might be no good for high quality printing or signage. You really want to be sure that your designer will provide your final logo choice in a range of formats for use in printing, digital marketing and social media, press, signage and anything else. So this means they should provide your logo in common file formats including EPS, TIFF, PNG, PDF and JPEG as standard, and possibly even in mono, greyscale and colour versions. Always ask your potential logo design candidates if this is the case before you commit to them.


Hopefully this guide will help you find the perfect logo designer for your next logo and branding needs!

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