So, you’ve decided it’s time for a new logo. Maybe your current one looks like it was built in Microsoft Paint during a caffeine crash. Or perhaps your “nephew who’s good with computers” gifted you something that looks like clip art met a midlife crisis. Either way—you’re in the market for a real designer.
But how do you know you’ve found The One? (Design-wise. I’m not licensed for the other kind of matchmaking.)
Here’s how to tell if the person sitting across from you—virtually or otherwise—isn’t just good with colors and curves but can actually build a brand identity that makes people say “ooh” out loud.
1. They Ask More Questions Than a Curious Toddler
A great designer doesn’t just say “Sure, I’ll whip you up a logo.” They ask about your business, your goals, your competitors, your favourite biscuit (okay, maybe not that)—because they know design is strategy in disguise. If your designer kicks off with “What emotion should your logo trigger?”, you’re in safe hands. If they start with “So… red or blue?”, run.
2. They’re Not Just Stylish, They’re Strategic
Your brand isn’t just about looking good—it’s about being remembered. A pro designer understands the science behind visual storytelling: psychology of colour, typeface tone, scalability (your logo should look just as sharp on a pen as it does on a billboard), and why Comic Sans is a threat to civilisation.
3. They Show You Work, Not Just Words
A great designer has a portfolio that doesn’t just dazzle—it explains. Look for case studies, before-and-after examples, and a bit of storytelling. You want someone who doesn’t just show off what they made, but why they made it.
(Also: if you see more than one logo shaped like a swooshy globe… proceed with caution.)
4. They Speak Human, Not Just Adobe
You shouldn’t need a graphic design degree to understand your designer. The best ones know how to explain things clearly, without jargon. If they can explain why Pantone 286C is better than “a nice darkish blue” without making your eyes glaze over, they’re a keeper.
5. They Think Long-Term
A logo is forever. Well, hopefully. So your designer should be thinking about where it appears—on web, merch, packaging, carrier pigeons (you never know). Vector formats, colour variations, dynamic logo systems—if these aren’t in their vocabulary, they may not be future-proofing your brand.
Final Word: A great designer doesn’t just make things pretty. They make things work. They’ll educate, challenge, inspire, and never let your logo leave the house looking anything less than sharp.
So do your research. Ask questions. And remember: the right designer won’t just design your logo—they’ll help design your future.
Need a hand? I happen to know one with 30+ years under his belt and a serious love for smart, scalable branding… just saying. 😉