How to hunt for a company logo

Too often UK entrepreneurs are leaving one of the most important small business decisions – the design of a company logo – last on their ‘To Do' list, according to Logo Design’s Jonathan Munk.

With a myriad of business tasks all competing for an entrepreneur’s cash and attention, it is no surprise that some get pushed down the agenda, particularly in less resourced micro-businesses.

But according to Jonathan Munk, hiring the right graphic designer for your business, whether online or traditional, is a task with multiple considerations, that should not be ignored.

Firstly, company directors are advised to hire a logo designer only on the condition their services are offered with a money back guarantee– as the advice is ‘it simply doesn’t pay to feed back design ideas that go unnoticed’.

Munk explains: “Finding a design service that offers recompense to unhappy customers is a must. Nothing can be so frustrating as spending countless hours working with a designer to get revisions on a logo design, and end up with a logo that isn’t at all what the owner envisioned.”

The second golden rule for hiring a design agency, is to check exactly how many creative professionals will be working on your logo.

One man bands, freelance designers and even mid-sized agencies rarely have more than one person’s creativity inputting into a client’s design, and while they offer a more personalised service, Munk claims they are twice as likely to disappoint.

“Whenever possible, find a company that assigns more than one designer to your project,” he says.

“Look at online design services such as that offer at least two designers on every project. The extra brain will give you added creativity, and you’re twice as likely to like the design concepts they provide.”

When all goes wrong with your company logo – company directors need not worry if they have followed rule number three, which states ‘look for a design firm offering free and unlimited revisions’.

Although such designers might be harder to find, Munk suggests the interim cost is worthwhile, unless of course, the prospect of “paying out your eats for each round of revisions,” is appealing.

To avoid further upset, small companies should demand specific deadlines, empowering them to know when design concepts, revisions, and the finished product, are due for delivery.

All entrepreneurs are recommended to check whether the creative agent is supported by the Better Business Bureau, before exchanging contracts.

In addition, directors should ask some basic questions to determine the professionalism of the designer: do they use clip art or provide custom graphic design? How many customers would recommend them? How long have they been serving clients?

Lastly, entrepreneurs should enquire whether there are additional services available. Once the logo is designed, for example, can the designer emblazon it to business cards, stationary, brochures or even a website?

Munk concludes: “Follow these guidelines and your logo design process should be a pleasure instead of a headache, and you’ll probably save a lot of money and time in the process.”


7th December 2005

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