Frequently asked questions
It’s important for clients to ask the right questions when choosing a designer. To help, here I answer some of the most frequently asked questions I receive.
If there’s anything else you want to know, or for additional explanation, feel free to get in touch.
FAQs about hiring me
- How much does identity design cost?
- What does the cost include?
- Such and such charges less than you. Can you match them?
- How long will the project take to complete?
- Can you start right away?
- What’s involved in the design process?
- I’ve never worked with a graphic designer before. Can you tell me what I should expect from the working relationship?
- What exactly do I receive when you send initial design ideas?
- What filetypes do you provide?
- Do you create style guides for your brand identities?
- How much of your project research is based upon client competition and their identity designs?
- You’re in a different country from me. Will this affect things?
- Can we talk on the telephone?
- Can you offer help with stationery printing?
- How do you accept payment?
- Will you use current trends for my design?
- Will you feature my new brand identity in your portfolio?
- Can you recommend any other graphic designers?
How much does identity design cost?
An obviously important question, but one that can’t be answered without specific details about the design project. Every company is different, so it makes sense to tailor a quote to individual needs.
Pricing varies depending upon a large number of factors. Take the size of the company as an example. A small-sized enterprise might have just one person responsible for identity usage, whereas a large multinational might require an exhaustive documentation analyzing the competition, exploring a wide range of strategic variations, and arriving at a set of branding guidelines.
Comparing the design profession 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?”
What does the cost include?
The cost includes a significant amount of time, which spans over weeks or months, depending on the complexity of the job. For more details about exactly what happens behind the scenes, read my design process. The client receives full ownership of the completed artwork, along with original files suitable for use across a wide range of media.
Such and such charges less than you. Can you match them?
Design is not a commodity.
Just as a client chooses a designer, the designer should choose the client. It’s up to the designer to work with those who value the service provided. 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.
Image copyright: Alexander Drachmann
How long will the project take to complete?
Time frames vary from three weeks to upwards of six months, depending on specifics and deliverables, with the “average” project duration lasting four or five weeks. As each project is different, I learn individual client needs before providing a deadline.
Can you start right away?
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.
What’s involved in the design process?
You can read about the steps involved in my design process.
I’ve never worked with a graphic designer before. Can you tell me what I should expect from the working relationship?
Here’s a relevant blog post: 10 things to expect from your designer.
What exactly do I receive when you send initial design ideas?
I will normally send clients a PDF file with logos shown over a number of pages. I display the designs in a variety of formats, such as in 100% black, a softer gray, reversed on a dark background, and possibly using a distinctive colour scheme (although colour is often left until the latter stages, once the idea has been finalised).
What filetypes do you provide?
Adobe Illustrator (.ai) or Encapsulated PostScript (.eps) are the main filetypes provided. The brandmark will be in vector format, which means it can be scaled to any size necessary without loss of quality. From either of these files, and with the proper software, the client will be able to create any other filetype necessary (.jpg, .png, .gif, etc.). I’m more than happy to help with specific file requests, and will answer questions if clients are in any way unsure.
Do you create style guides for your brand identities?
Providing a style guide is certainly an option, and is dependent upon individual client needs. If only one person is responsible for using the design, a style guide is much less important than if the client is 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.
How much of your project research is based upon client competition and their identity designs?
A great deal. Evaluating the competition is a necessary part of the process, and should be expected from any graphic designer. Even though I research client competitors for every project, some clients choose not to have this stage documented and supplied, thus saving money.
You’re in a different country from me. Will this affect things?
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.
Can we talk on the telephone?
Absolutely. All clients receive my mobile phone number, and I’m available between 9am and 5pm GMT, from Monday to Friday (except during weekends and holidays).
Can you offer help with stationery printing?
Yes. I have extensive experience dealing with commercial printers, and am more than happy to offer advice about how clients can save money. Here’s a brief primer: 12 money-saving questions to ask before printing your promotional material. The reader comments beneath the article also offer useful advice.
How do you accept payment?
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 an initial invoice, and the remaining 50% is payable upon completion of the project, prior to supply of original artwork.
Will you use current trends for my design?
Trends show where we’ve been, and can give a glimpse into where we’re going. I don’t, however, create designs based solely upon trends, because I don’t want clients coming back to me a couple of years later when the identity design is out-of-date. The brandmarks I create are intended to last the duration of clients’ businesses—not to look trendy.
For an interesting discussion about design trends, read the comments on this article: Do you follow logo design trends?
Will you feature my new brand identity in your portfolio?
I reserve the right to showcase designs in my promotional work, but it’s not guaranteed all will be included. At the time of writing, there are more than 10 new projects waiting to be added to my portfolio. Finding the time to document each individual process isn’t straightforward.
Can you recommend any other graphic designers?
Absolutely. With some details of the project I can refer people to a designer I think is a good fit (for identity projects, web projects or others). In the meantime here’s a little side-project of mine, featuring some of the world’s most iconic logo designers, responsible for many well-known brand identities.
Thank you
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 you’re more than welcome to browse through my graphic design portfolio.
Top image credit: Oberazzi