Questions clients should ask their design partners:
- How many concepts and revisions do you offer?
- How will you present your work to us?
- How do you plan to embody our brand identity?
- Will your designs be custom or from a design software?
Himanshu Sawant, Brand Experience Manager at Leo9 Studio recommends that clients ask design agencies their opinion on the need for a new logo. From there, consider the following:
- How will you present the different logo design options to us?
- How many alterations will you provide?
- How do you plan to incorporate all of the information we provided through the logo’s symbolism and design?
Lastly, clients should ask to see a sample of the design agency’s past projects to get an idea of how they work.
Another expert — Sabrina Chevannes, Managing Director at Complex Creative — agrees that clients should ask about the number of concepts and revisions the agency offers.
“Many agencies limit the numbers of concepts and revisions you can do, but then you’re under pressure to get it right on the second or third go, which probably won’t happen,” Chevannes said. “Logos need deep thinking and understanding of the overall brand of the company — it’s not just about visual representation, but also the emotional response it evokes.”
In addition to the number of concepts, Irfan U. Haq, Managing Partner at CydoMedia LLC, recommends asking whether or not the logo will be custom-designed or from a logo-maker tool.
“A successful logo needs to be unique, practical, and appropriate.” Haq said. “As your brand’s first identification element, your logo needs to be flexible enough to print any size and fit anywhere — a great logo is a combination of great concept and great execution.”
Given the importance of balancing all of these elements, clients should make sure that their design agency plans to create a custom logo that meets their brand’s specific needs.
