Logo design: what to know

What the job involves, what changes the price, and what to ask a pro.

What logo design is

A logo designer develops an original mark for your business, presents concepts, refines the one you choose with your feedback and delivers versions for print and screen. A logo is often the first thing customers see, so people hire a designer when they need a mark that is distinct and works at every size.

Signs you need it

  • You are starting a business and need a mark for your website, signs and printed materials
  • Your current logo is a free download or a template that others also use
  • Your logo does not look right at small sizes, such as on a phone icon or a business card
  • You are rebranding after a change in your business, name or audience
  • Your logo has been used in several versions over the years and no one knows which file is the master

What the pro does

  • Ask about your business, your customers, your competitors and the feeling you want the mark to give
  • Research the category to see what marks look like, so the new one stands apart from them
  • Sketch initial concepts and refine the most promising ideas into a small number of options
  • Present the concepts with the reasons for each one, and collect your feedback
  • Refine the chosen direction, including color, type and spacing, and test it at small sizes and in black and white
  • Deliver the master files, the color and single color versions, and a short note on how to use the mark

What changes the price

Every job is different, so we do not publish prices. These are the things that move the quote up or down.

  • How many initial concepts are presented and how many rounds of refinement are included
  • Whether you need a full brand identity or only the mark itself
  • How many versions and file formats you need, such as print, screen, vector and single color
  • How much research the designer must do into your market and competitors
  • Whether the designer must trademark search or register anything, which is a separate job
  • How quickly you need the final files

What a written quote should spell out

  • The number of concepts presented and the number of refinement rounds included
  • The file formats delivered, such as vector files, raster files and single color versions
  • The usage rights, including whether you own the logo outright once you pay
  • Whether a trademark search is included, and who runs it
  • The delivery date and whether a short usage guide is included

Questions to ask before you hire

  • Do you assign the copyright to me, or do I only get a license to use the logo?
  • Can I see logos you designed that still work at small sizes?
  • What files will I receive, and are they vector files I can resize?
  • Will you check whether the logo is already trademarked or used by another business?
  • How many concepts will you show me, and how many rounds of changes are included?
  • Will you tell me if an idea I like is too close to an existing mark?

Red flags

  • Promises a logo that is unique in every way, with no check against existing marks
  • Offers a logo from a stock template with your business name added and calls it custom
  • Will not transfer the final files or the rights to the logo
  • Asks for payment in full before showing any concepts

What you can do yourself

You can sketch ideas, test simple type and color combinations and use a free logo tool for a temporary mark. Hire a logo designer when the mark will be used on signs, vehicles or a product line, when you want the rights to be clear and when the mark must hold up at many sizes.

Licenses and permits

No license is usually required for logo design. Ask instead for a portfolio of finished marks, references and a written statement of who owns the logo after payment; A trademark search can be done by a licensed attorney or through the official trademark records, so check with a licensed attorney before you rely on a search for a name or mark.

Logo design questions

Do I own my logo once it is paid for?

It depends on the agreement. Some designers transfer full rights and others only license the logo. Ask for the rights in writing before the work starts.

Is a trademark search the same as a trademark registration?

No. A search checks for existing marks that may conflict with yours. Registration is a separate step, and a licensed attorney can advise you on whether to register.

How do I know a logo will work on a sign or a shirt?

Ask the designer to show the logo in black and white, at a small size and on the materials you plan to use. A logo that works only in full color often fails in print.

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