Logo design, logo designer | Frequently asked questions

Image copyright: Oberazzi

Before choosing a logo designer, I recommend you ask questions. The decision shouldn’t be taken lightly, and to save you time, here I address some of the most frequently asked questions I receive.

Should you have further questions, or require additional explanation, please don’t hesitate to contact me directly.

1. How much does logo design cost?
2. What does the cost include?
3. Such and such charges less than you. Can you match them?
4. How long will the project take to complete?
5. Can you start right away?
6. What’s involved in the design process?
7. I’ve never worked with a logo designer before. Can you tell me what I should expect from the working relationship?
8. What exactly do I receive when you send initial logo ideas?
9. What filetypes do you provide?
10. Do you create style guides for your logos?
11. How much of your project research is based upon client competition and their logos?
12. You’re in a different country from me. Will this affect things?
13. Can we talk on the telephone?
14. Can you offer help with stationery printing?
15. How do you accept payment?
16. Will you use current design trends for my logo?
17. Will you feature my new logo in your portfolio?
18. Can you recommend any other logo designers?

An obviously important question, but one that can’t be answered without details of your logo design project. Your company is different from every other, so it makes sense to tailor a quote to your individual needs.

My pricing varies depending upon a large number of factors. Take the size of your company as an example. A small start-up business might expect one or two initial logo ideas before finalising a design. On the other hand, a large multi-national might require an exhaustive documentation analysing the competition and exploring a wide range of design variations.

Comparing the design industry to any other is by no means exact, but the, “How much for a logo?” question is kind of like asking an estate agent, “How much for a house?”.

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The cost includes a significant amount of my time, which will span over weeks or months, depending on the complexity of the project. For more details about exactly what happens behind the scenes, read my logo design process. You receive full ownership of the completed logo, along with original artwork suitable for use across a wide range of media.

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Logo design is not a commodity.

Just as you choose your designer, I also choose my clients, and only work with those who value the service I provide. My satisfied client list is extensive, and you can read some testimonials here.

A commodity is anything for which there is demand, but which is supplied without qualitative differentiation across a market. In other words, copper is copper. Rice is rice. Stereos, on the other hand, have many levels of quality. And, the better a stereo is, the more it will cost. The price of copper is universal, and fluctuates daily based on global supply and demand.

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Image copyright: Alexander Drachmann

At the beginning of each project I will inform you of delivery timeframes, such as when to expect the initial ideas, and how long possible revisions may take. As each project is different, I wait until learning about your needs before providing a deadline. Depending upon complexity, logo projects can last from a few weeks in length to upwards of six months.

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It’s possible, but not likely. I need to pay close attention to my current clients, and their ongoing projects. Taking on too much work at once will adversely affect the outcome — something I won’t do.

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I’ve previously written about the steps involved, and you can read about them in my logo design process.

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Certainly. The following link will explain 10 things to expect from your logo designer.

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I will normally send you a PDF file. If, for example, you are expecting two initial logo ideas, each idea will be shown over two or three pages. The reason for this is to display your designs in a variety of formats, such as in 100% black, a softer grey, reversed on a dark background, and possibly using a distinctive colour scheme.

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Adobe Illustrator (.ai) is the main filetype provided. The logo will be in vector format, which means it can be scaled to any size necessary without loss of quality. From the .ai file, you will be able to create any other filetype necessary, such as .eps, .jpg, .png, .tif etc. I’m more than happy to help with specific file requests, and will answer questions if you’re in any way unsure.

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Providing a style guide is certainly an option, and is dependent upon individual client needs. If you’re in a company where only one person is responsible for using the logo, a style guide is much less important than if you’re part of a 500 person strong organisation. Guides are supplied as a PDF file, and can be from a single page in length to upwards of 10 pages. They contain usage instructions, such as colour codes, minimum reproduction size, correct page positioning and isolation areas.

Style guides will cost extra.

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A great deal. Evaluating the competition is a necessary part of the process, and should be expected from any logo designer. Even though I research client competitors for every project, some clients choose not to have this stage documented and supplied, thus saving money.

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The vast majority of my clients come from outside the UK, mainly because of my strong search engine rankings. This hasn’t adversely affected any of my design projects, and whilst I’d love to meet face-to-face, it can often save time by communicating only via telephone and email. Just two of my featured testimonials are from clients in the UK.

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Absolutely. All clients receive my mobile phone number, and I’m available between 9am and 5pm GMT, from Monday to Friday (except during holidays).

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Yes. I have extensive experience dealing with commercial printers, and am more than happy to offer advice about how you can save money. Here’s an article to get you started: 12 money-saving questions to ask before printing your promotional material. The reader comments beneath the article also offer useful advice.

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With most design projects, I request a 50% downpayment prior to scheduling the work. This is payable by a number of methods: via bank transfer, PayPal, or by sending a bank draft in GBP (Great British Pounds). All details are included in your initial invoice, and the remaining 50% is payable upon completion of the project, prior to supply of original artwork.

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Trends show where we’ve been, and can give a glimpse into where we’re going. I don’t, however, create logos based solely upon trends, because I don’t want you coming back to me a couple of years later when your logo is out-of-date. The logos I design are intended to last the duration of your business, not to look trendy.

For an interesting discussion about logo trends, read the comments on this article: Do you follow logo design trends?

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I reserve the right to showcase designs in my portfolio, but it’s not guaranteed yours will be included. At the time of writing, there are more than 15 new logo projects waiting to be added to my portfolio. Finding the time to document each individual process isn’t straightforward.

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Absolutely! Here are some iconic logo designers responsible for some of the world’s most famous brand identities.

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Image copyright: larskflem

Thank you

Thanks for taking the time to read my answers. Should you have any questions of your own, by all means drop me a message using the contact form below, or, if you haven’t already, why not take a look at my logo design portfolio?

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