Your logo is often the first impression your business makes, so finding the right logo designer is crucial. Whether you’re starting from scratch or refreshing your brand, here are key things to consider when choosing a designer – and some red flags to avoid.
What to Look For in a Logo Designer
- File Formats Provided
A professional logo designer should provide your final design in multiple formats, including PNG (for web use), PDF (for scalable print use), and potentially others like SVG or EPS (for high-quality scalability). Additionally, a professional should ask if you need supplementary assets like a social media profile image, an email signature, or other branded materials using your logo. These are small details that are easy to overlook but essential for consistent branding. However, don’t assume you’ll get the editable source file (like an AI or PSD file) unless it’s explicitly stated – these often cost extra. If a professional designer doesn’t want to provide editable files or is hesitant, this isn’t a red flag. You shouldn’t actually need the editable file; it just means the designer cares about their work and may be concerned that you’re unhappy with the final design or worried about another designer potentially using parts of the design and stealing their hard work. - Software Used
Ask what software the designer uses. Professionals typically use industry-standard tools like Adobe Illustrator or Photoshop. If they’re using Canva or similar non-professional tools, the design’s quality and scalability may be limited. Canva is primarily a drag-and-drop tool meant for quick, simple designs rather than custom, professional-quality logos. Logos created on Canva often lack the scalability needed for large formats like banners or signage and may not translate well across different mediums. Additionally, Canva’s templates are not unique, which increases the risk of your logo resembling another business’s design. If a designer uses Canva, they shouldn’t be charging professional rates, as the tool itself is not designed for creating high-end, bespoke branding. - Font Licensing
If your logo includes a font, confirm whether the designer provides a commercial license for it. Without this, you could face legal issues down the line. - Branding Support
If you don’t already have branding guidelines, ask if the designer will create a colour palette or branding guide. This ensures your branding remains consistent across all platforms and materials. - Research and Strategy
A high-caliber designer (especially one charging $500 or more) should go beyond aesthetics. They should research your business, target market, competition, and location. Expect them to ask detailed questions about your brand’s mission, values, and audience. - Collaborative Process
Be ready to share examples of logos or brands you love. This helps the designer understand your preferences and create something aligned with your vision.
Red Flags to Watch Out For
- No Questions Asked
If the designer doesn’t ask about your business, target audience, or design preferences, that’s a major red flag. A good designer needs this information to create a logo that truly represents your brand. - Limited File Options
If a designer only offers a single file format (like just a PNG), this could limit how you use your logo in the future. Ensure they provide versatile options. - Overpriced Canva Designs
Canva is great for DIY projects, but logos created on Canva are not as scalable or professional as those made with industry-standard software. Paying professional rates for a Canva logo is a red flag. - No Font Licensing Information
If the designer doesn’t address font licensing, you could end up with a logo that uses a font illegally, which could lead to costly legal issues. - No Branding Consideration
If the designer doesn’t offer to create a colour palette or branding guidelines, they may not be thinking about your brand’s long-term needs. - Lack of Portfolio or Experience
A professional designer should have a portfolio showcasing their work. If they can’t provide examples, it’s worth reconsidering.
Final Thoughts
Hiring a logo designer is an investment in your brand’s future. By asking the right questions and watching for red flags, you can ensure you’re working with someone who will create a logo that’s not only visually appealing but also functional and aligned with your business goals. Take your time, do your research, and don’t be afraid to ask detailed questions – your brand deserves it!
