Logo Design Articles

Choosing your Logo Designer

Heinz products may have 57 varieties and Baskin Robbins can serve you 36 different flavors of ice cream but if you are seeking a logo for your company or product, you can access just about one million sources on the Internet - 930,302 logo design services were listed when we accessed the Internet on Columbus Day.

We know how Columbus must have felt, finding a completely new continent - all that unexplored territory! Just as we were so surprised at the size of this category, the average business person will be overwhelmed at how many logo designers are out there....somewhere....anywhere....all around the world.

Too much information can be just as difficult to handle as too little. Seeing too many sources might encourage the prospective logo purchaser to select a supplier at random and hope for the best. Given the lengthy expected life cycle for a company logo and the important part a logo plays in image identification, playing selection games can be disastrous. But what can a newcomer do to get the best bang for his logo dollar?

We tried narrowing the universe and searched for logo designers, not logo design services. This search came up with 210,890 choices. A few less than a quarter of a million but still far too many to explore in any depth.

Back to the drawing board to decide on what are the important questions to ask of logo design providers; questions which might provide some criteria for selection. If a buyer searches the web and is confronted with thousands of websites, all advertising their logo-creating skills, what should he look for?

Here are some basics:

Is there contact information readily available, e.g. an address, telephone number, or FAX in addition to the website?
If a phone number is listed, do they answer it?
How long have they been in business?
Do the examples they show of their logos all seem to have similar motifs- are they creative?
Do they have partners that give them more credibility?
How professional is their own site?
What sort of guarantees do they offer? Caveat emptor - some companies will not refund money if the client is not satisfied with the product. This is a very nebulous area; what does "100 per cent satisfaction" really mean? Before signing on for a project, it's a good practice to speak with a responsible representative of the company and have it spelled out in writing.

We did a random choice of the many sites and discovered few companies can answer all of the above questions very well; others do so on a partial basis and others don't provide enough information to lure a prospective logo buyer into their website.

So, if you are in the market for a new logo design, one that will project the sort of corporate or product image you want to have out there in the marketplace, be sure you ask the right questions before you take that leap.

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