Yet another great article from Preston Lee over at GraphicDesignBlender.com. Stop by his site and take a look around!

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photo credit: Project GreenBag

Some of the best logos in existence are captivating because they convey two meanings at once, accomplish the task from a unique angle, or are somehow otherwise “creative”. The best way to tell a creative logo from a less successful one is if you find yourself, as a designer, thinking, “Man, I wish I would have come up with that idea.”

In our zeal to design a unique and highly creative logo, however, many times we create unintended meanings, cause misconceptions, or complicate an idea more than we need to. This generally occurs when we do any combination of the following:

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With such a plethora of choice it may be hard to find the right designer for your specific needs. Below is a short guide to help you make the right choice when choosing a logo designer. These points could also be useful when hiring a web designer, graphic designer, or any designer for that matter.

I don’t want this post to come across as self promotional, however, I’ve linked to my own examples to show you how I personally communicate to potential clients the value of my design work. For other designers, I hope this in turn, gives you an idea of how you too can communicate the value of your work.

In no particular order:

1. Success & Experience

Do they have a proven successful track record? How experienced are they? Previous identity projects will give you a good idea of what skill level your designer is at and what you can expect though this is not to say that a new designer can not produce top quality results – this point has to be considered with all of the other points mentioned below, in which case a strong portfolio is probably the best indicator.

For examples of some quality identity design, please check out Logo Of The Day, where Jeff Fisher and I feature a new talented logo designer every day.

2. Positive Testimonials

Have they got positive testimonials from past clients and colleagues?

Ensure you check the testimonials validity which can be done by looking for a web address or even by emailing the company. It’s a good idea to check if the company even exists.

3. A Thorough Design Process

Do they have a logo design process in which they follow or are they simply producing logos like fast food? A typical process does not take under 48 hours to complete which is why I wrote the article How NOT To Design A Logo which tells you to avoid design contests, logo factories, etc.

Think for how long your logo design will be in use – would you want that to be designed (let alone researched) in under 48 hours? Logo design is not a take away food store and this is why logo design does not cost $5.00.

There is no ‘typical’ time frame as every client will have different needs but for small and medium businesses a rough guide would be around 2 – 6 weeks.

4. Awards Won / Published Work

Have they won any awards for their work? Is their work published in any books or magazines? How recognised are they in the industry?

5. A Strong Portfolio

How strong is their portfolio? What is the make up of real to ‘fake’ logo designs? When I say ‘fake logos’ I refer to the logos made for fictional companies, rather than for real clients.

6. Price

The costs of the service is usually quite evident of what you are going to receive. In most cases, you will get what you pay for but don’t take price as the only indication.

How much does a logo design actually cost? In my experience, this is the most frequently asked question and the hardest to answer. This is because every company has different needs… the best approach is to draw up a customised quote for each individual client.

7. Design Affiliations

Are they affiliated with any design associations or publications? This is a good indication of how dedicated they are to their craft though is not at all essential.

As an example, I am a member of NAPP – The National Association of Photoshop Professionals and Logo Lounge, an online gallery for logo design professionals. Other affiliations could be AIGA, HOW or even a local design group.

8. Great Customer Service

Do they respond to your emails quickly? How do they communicate & present themselves? A designer should provide great customer service throughout the whole process, from the initial email right through to after sales support.

9. Business Professionalism

Attention to detail, trustworthiness, strong communication skills and time management are all vital and go hand in hand with great customer service.

10. Appropriate Questions

A designer should ask a variety of questions to find out your needs in relation to your business goals. Questions should revolve around the companies history, target market, competitors, company goals, etc. For an example of the questions asked, check out my logo design questionnaire.

In summary

These are 10 things you should take into account when choosing a logo designer:

1. Proven Success & Experience
2. Positive Testimonials
3. A Thorough Design Process
4. Awards & Published Work
5. A Strong Portfolio
6. Price
7. Design Affiliations
8. Great Customer Service
9. Business Professionalism
10. Appropriate Questions

Do you have any further points to add?

There are lots of questions to be asked when preparing to design a logo.  I do NOT suggest you ask a client all of these questions, but hope that this list will help you think of a few useful questions you’ve never considered before. I have broken them up into 5 categories: company/organization questions, branding questions, design preferences, target audience, budgets & proofing.

Company/organization details

• What is your company/organization/product name?
• What sets your company apart from others?
• What services or products does your company provide?
• Why should I choose your company over your competitors?
• How long has your company been in business?
• How big is your company? (this may be answered in number of employees or revenue)
• What are the strengths and weaknesses of your company?
• Where do you see your company in 5 years? 10 years? 50 years?
• Who is your main competitor?
• Why was your company founded?
• What motivated you to start this business/organization?

Branding

• If you had to describe your company/organization in one word, what would it be? why?
• If your customers had to describe your company/organization in one word, what would it be? why?
• Do you have a current logo?
• (If yes to above) What elements from your previous logo would you like to retain?
• What is the reason for modifying or redesigning your logo? (read more on this question)
• How old is your current logo?
• What is the positioning or mission statement of your company?
• Does your company have a tagline or sloagan that should be included with the logo?
• What do you hope your company can be known for?
• What do your customers recognize first when they see your logo?
• Why does your company use the colors, fonts, etc. that is does?

Design preferences

• What color palettes might you prefer? why?
• Where will the logo be primarily used?
• Are there any elements you would prefer to see in the logo?
• In your opinion, what defines a well-designed logo?
• What is your preference in reference to icons, typography, spokepeople (characters), etc.?
• What restrictions, if any, might there be on the logo?
• What words or icons must be included in the logo?
• What logos do you like and why?
• What logos do you dislike and why?
• In your opinion, what is the primary purpose for a logo?
• What are the likely occasions in which this logo will be used? (read more on this question)

Target audience

• Who is the primary target audience? (who is most likely to use your services/product?)
• Who currently uses your product the most?
• Are you please with the range of people your company serves?
• Are you looking to expand, modify, or completely change your target audience? or will it remain the same?
• How do you plan to focus on your target audience?
• What are your main forms of advertising?
• How do most customers find out about your company?
• Which gender are you targeting?
• Where do most of your customers live?
• What is the average income level of your target audience?

Budget and timing

• How much money do you plan to dedicate to this logo design?
• How many revisions do you plan on making?
• How many initial concepts would you prefer to see?
• What sort of deadline are you working with on this logo?
• Do you foresee any needed modifications in the near future?
• What is the primary reason you chose [your company] to do your logo work?
• Which is most important for you: quality, speed, or cost? (read more on this question)
• Are there any special events or promotions on which the completion of this design depends?
• Will you be needing any other services in addition to this logo design? (read more on this question)

BONUS: Extras (questions that bring in a little more money)

• Are there any other design pieces with which I can help you?
• Would you like help/consultation in defining your target audience or anything else I have asked you about?
• Do you know anyone else who is also looking for a fresh logo design?

What other questions have you found useful when preparing to design a logo? Please share.

Original link to article : http://graphicdesignblender.com/55-questions-to-ask-when-designing-a-logo