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What should a logo designer give you?

Lee Dean • January 29, 2025

Not a cat. Or in this case, an ocelot.

Salvador Dali and ocelot - public domain image.

A logo designer should give you great ideas for one thing. Our minimum is three different concepts, with typically many iterations of those. With few exceptions, we will show a reduction test, needed to show real world legibility and a “creative rationale”, an explanation of that particular design. Each concept is on its own page. We usually have a recommendation on concepts presented.

We always start with black and white. The reason is, color can be a distraction, and the best idea can get shot down because someone doesn’t like teal…so color is the second stage.

Before any of that, we like to start off with a simple questionnaire, or if needed, a creative brief. One or both of those become the guiding document for the project. Or if you just want to talk, we can do that too, to collect the same information. If you hate purple or Helvetica, we want to know up front.

The concepts can be presented via Zoom, Upwork Zoom, Microsoft Teams, other popular programs, or by us simply sending a pdf. “Rich communication” is always best, but not everyone is comfortable doing this, or doesn’t want to spend the time. No problem. You are in control.

Once the concept is agreed upon, one or two rounds of modifications and minor adjustments are made. The final will normally include a full-color version, an all-black, an all-white, with formats for print and screen. This is typical for a “set price” job. Some clients prefer hourly work, of which the above would be the base, but allows for additional ideas and iterations.

Some clients need spot color logos for ad specialties and other reasons. We normally furnish these specific formats: .ai (native Illustrator format for design and video), .eps (This is for printers and even web designers), .png (for PowerPoint and screen use), .pdf for general use. Other formats are easy to make, just ask.

For a deeper dive, see “The creative process”.

Included in the above is the venerable “How to” section near the end. Most people wind up with a lot of versions, and this explains how to use them to greatest effect. Since we have to explain this over and over, we thought it would be good to just write it down. There, that’s the most temperamental artist attitude we have, and now it’s over. The rest should be smooth sailing.

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Which company is best?

By Lee Dean • February 21, 2025

Well, ahem, this one. All kidding aside, which KIND of company is best for logo creation might be a better way to phrase it. So, what is out there? The types below all have their pros and cons. Some should be actual convicts—back to kidding. 1. Marketing Agencies (fka Ad Agencies) I (Lee Dean) have worked in agencies. Chances are you will get good work, as the positions are quite competitive, and always have been. That may be all you need to hear. But there is a lot of overhead, the billing is sometimes murky, and the upsell will be there whether subtle or not. Bottom line is it will tend to be the most expensive route, unless you have a lot of media to buy. 2. Design Studios These tend to be smaller than agencies and therefore have less overhead. The logo work might even be better, as they tend to concentrate on branding and the visual aspects of marketing. However, the larger ones are almost indistinguishable from agencies—in fact, that’s how some agencies start out. This will still cost you, but probably not as much as an agency. Again, great work comes out of design shops. 3. Online Freelancers This could be the sweet spot in the mix. Freelancers tend to be self-starters, talented, and well-rounded in graphic design. Most have experience in agencies or design studios. Here is where the cost tends to drop, so that individuals, startups, and small businesses can afford a great logo and personal service. Cons would be the veracity of the portfolio. Ask questions about specific pieces and the involvement of the freelancer. 4. Free Online Services Okay, we’ve said it before, you get what you pay for. You may find a great logo, only to find someone else has the same one. If you’ve already invested a lot of money on items with your new logo, you may have to invest more to start over. Or sue. Or be sued. There can be several unpleasant things consequently down the road. But hey, it was cheap, right? 5. Artificial Intelligence programs Maybe someday, but it’s not there yet. We see job boards full of customers that have an A.I. produced logo that now need it fixed. Lines that should be straight are curved. Odd artifacts, that is, funny little shapes that don’t belong are generated by the program, and so on. We’ve used A.I. as an adjunct for certain purposes, but it must be staged just right, and still manually adjusted. 6. Your nephew You think that’s a joke? We wish it was. Look, don’t cave in to family pressure on something this important to your business. A good logo and brand can put your business in a class far above what amateur work can. The analogy we often use is, you don’t send your salesperson out in a shabby suit. It reflects on them and on you. It might make for an uncomfortable holiday dinner, but the kid will get over it. Encourage them to go to school, put in their dues in internships and entry-level design/production positions. If they are serious about graphic design, they will do that and most likely succeed. Meanwhile, you will have a competitive edge over those who have fallen into the “wanna be” niece artist trap, by instead using a career designer. The same goes for office personnel who have no experience or credible work.