Custom logo design services

Types of logo service compared

Questions to ask any logo designer

How concepts should be presented

A logo shown alone on a white page is hard to judge. Useful presentations show each concept on the things it will actually appear on: a website header, a social profile, a business card, a van or a product label. They also explain the idea behind each concept and how it relates to the brief. This helps you choose on the basis of fit, not just first impression.

Be wary of a presentation with dozens of quick variations; a few well-considered directions usually lead to a better outcome.

Red flags

• Very fast, very cheap

  May indicate templates or recycled designs.

• No questions about your business

  The logo will be based on guesswork.

• Only a JPEG delivered

  You will need the logo redrawn as soon as a printer asks for vector files.

• No mention of ownership

  You may not have clear rights to use or register the logo.

A typical professional engagement

1. 01

   Brief and quotation

   Scope, concepts, revisions, files and rights agreed.

   Output: Written agreement

2. 02

   Concepts

   A few directions presented in context.

   Output: Chosen direction

3. 03

   Refinement

   Agreed revision rounds to finalise.

   Output: Approved logo

4. 04

   Handover

   Logo kit, usage notes and copyright assignment.

   Output: Owned, usable logo

A note on contests and speculative work

Design contests ask many designers to create logos without knowing whether they will be paid. Entries are often rushed and sometimes reuse existing work, and the brief is rarely explored in depth. If you use a contest, check originality carefully and make sure ownership of the winning design is clearly transferred.

Preparing a useful brief

The better the brief, the better the concepts. Before contacting designers, write down what the business does and for whom, the impression the logo should give, the competitors you want to stand apart from, and every place the logo will appear. Note any constraints, such as a long name, a colour you want to keep or a need for embroidery. Examples of logos you like and dislike, with reasons, are especially helpful.

A designer who asks follow-up questions about the brief is usually a good sign.

Timescales and feedback

Logo projects are often delayed by feedback rather than design. Decide in advance who will approve the logo, gather their views together before replying to the designer and allow enough time to look at each concept in context. Rushing approval to meet a launch date can lead to a logo that is changed again shortly afterwards.

After delivery

• Printer queries

  Ask whether the designer will answer questions from printers or sign makers.

• Additional versions

  Find out how later variations, such as seasonal versions, are priced.

• Brand extension

  Ask whether the designer can extend the logo into a fuller identity later.

Reading a logo portfolio

Look for logos shown at small sizes and in use, not only as large polished images. Ask about the brief behind two or three examples and how the designer arrived at the final mark. A range of styles suggests the designer adapts to each client rather than applying one signature look.