With thousands of branding designers on the Internet and probably hundreds of local suppliers, finding the right branding designer for a company logo can be a difficult task. If you have little experience evaluating branding designers, it can be very difficult to decide which artist is right for your business. Below, I present the most important criteria to consider when hiring a branding designer for your corporate identity.

Review recent work in your portfolio.

Ask to see some of the branding designer’s work from the past few months. When reviewing an artist’s portfolio, look for quality rather than quantity. Many branding designer offer  clients huge portfolios that contain some great Logo napkins designs and some very poor ones. It is best if the branding designer has consistently done quality work with a design style that fits the look you want. If the branding designer cannot provide quality samples from the last few months or only has a portfolio of 4-5 images, you should take this as a sign that they may not be consistently doing quality work.

Ask to see case studies or design materials created on previous projects. A branding designer’s portfolio is of limited value if it is just a collection of images. It is much more important to explain the design process that led to the final design for a particular client. What message does the design convey? Why was a particular font or graphic used?

What audience is it aimed at? Why is it a successful design? A good branding designer can often provide you with some of their initial research, mind maps, and sketches to give you feedback on the creative process. They will help you understand the purpose behind a particular logo and why it helps convey the client’s corporate brand message.

Ask about the design process, deadlines and costs. Every branding designer has a slightly different process when creating a logo.

However, there are some basic steps that are essential to the process, and if a branding designer doesn’t follow them, it’s a bad sign:

Consider working with different branding designers. If you’re willing to invest a little more in designing your new logo, it can be very useful to work with different branding designers to develop the concept. Each branding designer has a slightly different style, process, and creative strategy to help you focus on the strategic vision. For a small company, working with two or three branding designers is usually optimal, while larger companies may consider working with five or more branding designers.

But keep in mind that it’s better to hire high-quality branding designers directly. There are websites where you can post a “design contest” for your logo, with hundreds of branding designers working for free, with the prospect of compensation if you choose their design as the final logo. There are many problems with this process (too many to discuss in this article), but the biggest problem is that you are working with inexperienced and underpaid foreign branding designers who ignore important steps in the design process and make it very difficult to create a high-quality logo.

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