For many business owners, approaching logo design is like jumping unprepared and uneducated into unknown waters. The professional designing your logo is creating the visual representation of your company, so you want to hire the right person for the job. Finding the right logo designer can be difficult. You could ask for advice from friends and family, but that just muddles the waters. Written by a professional graphic designer who specializes in logo design, this guide will save you time and money while giving you the confidence and resources necessary to choose the right logo designer for the job.
Business owners and entrepreneurs: this book is for you.
Whether you are starting a new business or you’re 10 years in your company’s journey, the information in this book will help you hire a logo designer. Your logo design is one of the most effective marketing pieces you own, if it’s done right. Which means that finding the right logo designer can be a challenge. Deciding on the right logo for your company is stressful: you’re hoping you’ve chosen the right designer, you’re hoping it’s going to be a valuable investment, you’re hoping your logo will make your company stand out, that it will bring you more business and create brand recognition. But you have no idea how this process will end and you have no idea where to start.
Marketing is hard enough.
Whether you’re testing the waters or diving right in, the logo design process can be intimidating and overwhelming. I designed this guide to make this part of your marketing strategy easier, to be your anchor as you sail through these creative, if tumultuous waters. When you’ve arrived at your destination, I’d love to hear about your journey. Send me an email and let me know how this book has helped you.
Determining your needs.
Let’s talk about your marketing needs for a moment. This is an area that is often neglected once the logo design project has been completed. Unfortunately, the work doesn’t stop once your logo design is completed.
Do you have a marketing strategy? Do you have a defined brand and messaging? Are you in the process of creating it? Once your logo is ready, the work doesn’t stop. You need to build awareness, which means you have to market your business. Without marketing, you will fail.
Figuring out your brand and marketing strategy will help you create a logo you love. So, take some time to think about it. Why do you need a logo? How will it help you with your marketing issues? What will a logo do for your company in the next two years or beyond?
Brainstorming and poking holes in your marketing strategy will help you choose the right logo designer. Because marketing doesn’t begin and end with your logo, you’ll also need marketing collateral like business cards, a website, brochures, vehicle wraps, signage, and advertisements. For consistency and ease, select a logo designer who can help you with your overall visual communications.
Make a list.
Start with a marketing material wish list. What kinds of collateral do you want or envision needing in the future? Think big and list them all – even the need is not immediate, knowing the full scope of your long-term marketing strategy will help you find a capable candidate that can serve all your future needs.
Set a budget.
Choose a number you are willing to invest in your company’s marketing. Don’t go too low, but try to keep it manageable. From your wishlist, determine which materials you need now to help you scale that budget. Prices for logo design can be as low as $5 or as high as $10,000. The market of logo designers include freelancers, students, seasoned sole proprietors, and boutique studios with a team of employees. Each scenario has its own risks and rewards and different budget requirements. Narrow down potential designers not on cost alone, but also quality.
A logo isn’t an afterthought.
As with every decision you make for your business, it all begins with mindset. Visual communications should be a top priority for new businesses and rebrands. You need the right designer to create a dynamic logo that reflects your business now and the future but they can’t do it without you.
Many business owners work with agencies or freelancers and end up unhappy with their logo. Sometimes the designer is the problem, sometimes the business is the problem and sometimes they both are the problem. As with any business relationship, working with a logo designer is a two-way street: your participation isn’t optional, it’s required, you’re steering this ship!
Communication is paramount. Timelines are crucial. Both you and your designer must be equally invested in the project – or it won’t succeed. And it starts with your mindset. Your logo should never be an afterthought.
Your logo isn’t an expense, it’s an investment.
How you view your logo design determines how you begin your relationship with your designer. Logo design should be an exciting experience – it’s the birth of your business’s visual identity. As such, it’s an investment that should give you returns. Your logo should attract the right customer. It should also contribute to brand development and recognition, which underlies and guides your entire marketing strategy. Which means your logo must effectively and accurately communicate your business.
Your logo should make you grin with confidence and pride. Two years from now, your logo should still tell the world who you are and what you do. The design process should be collaborative, positive, and innovative. You’re steering the ship but your logo designer is navigating it. Building a solid, strong relationship won’t just get you to this destination, it will form the foundation of every marketing venture you embark on in the future. You want a go-to designer in your back pocket, someone you can trust, someone who intimately knows your business and its goals. The investment you make in your logo should never feel like an expense if approached properly.
Forget the bargain, aim for quality.
Setting a budget is important but don’t let the cheapest quote be a deciding factor. Because when it comes to logo design, you definitely get what you pay for. In the creative market, you’ll find designers at every price point and corresponding skill levels. How much you want to invest in your logo design is up to you, but ask yourself, “What is my business worth?” The price you pay for logo design directly correlates to the level of experience and expertise you get. Your logo is the cornerstone of your brand and visual communications. You’ll want to make an investment that reflects your company’s long-term goals and the brand you’re building.
They might not have “Best Before” dates, but trends expire.
Trends are attractive, that’s what makes them trends. It’s also what makes them hard to ignore. But don’t let a designer coerce you into jumping on the design bandwagon – steer clear! What might be hot right now, will be cold tomorrow. Brands suffer at the hands of the herd. Your company isn’t a fad or a craze. You want your business and your logo to stand the test of time. You desire to be a leader, not a follower. You want your company to stand out, not blend in. Your logo should do all of these things.
Do your homework.
Don’t hire the first logo designer you meet. Do your research. Conduct interviews. Look at portfolios. Compare work, process, approach, and customer service. Some designers provide extra value, others don’t. Ask the right questions.
Read this guide in its entirety: before you engage potential designers, you want to be armed with information and what questions you should ask, even the hard questions.
Lastly, go slow. Be methodical.
Don’t rush this process. When you rush, you inevitably make mistakes. Would you rush any other business decisions? Logo design should be no different.
The anatomy of a logo.
Before we get into hiring a logo designer, it’s important you understand what makes a great logo. Understanding the anatomy of a logo familiarizes you with logo designer language. Also, it helps you determine skillset of a logo designer when you are researching logo designer portfolios.
A logo comes in two formats: font-based and symbol-based. From there, logos branch into letters, words, abstract symbols, emblems, crests, and mascots (or a combination of these formats).
What makes a memorable logo is how the designer combines these elements in an original way. Using what I call the six laws of logo design (impression, black and white, versatility, story, pairing and rules), an effective and talented logo designer helps you increase perception and generate business.
Your logo visually communicates who you are to the world. But it should also connect with your desired demographics. More importantly, your logo should be designed for your audience – not merely you or your designer’s aesthetics and personal bias.
The six laws of logo design.
#1: It should make a great first impression that lasts.
Your logo should evoke an instant, emotional response. It should communicate specifically who you are and reflect the way you conduct business. Your logo should reinforce that experience by manifesting your desired impact in the design.
You want that first impression to set the tone for interaction with your company. Your logo should mirror the way people talk about your company – you want it to reinforce word-of-mouth and reputation. Sight is our most powerful sense, it’s the first to be stimulated. When we like something, we focus on it and look at it longer. You want your logo to invite that gaze and hold it.
#2: It should be brilliant not only in colour, but also in black and white.
Close your eyes and visualize the first logo that comes to mind – it’s likely not in colour. The strongest, most memorable logos can be marketed void of colour: they’re brilliant in solid black and white. In fact, the most iconic logos (think Nike, Coca-Cola, or Apple) are ones that effectively operate in black and white. If you look at the greatest logo designers of our time, like Paul Rand and Stefan Kanchev, their logos have something in common: they’re simple, easy-to-read icons that began in black and white. This is not a trend, it’s a principle. Logo designers who originally design in black and white are the cream of the crop. A logo that starts in black and white opens the door to the third principle: versatility.
#3. It should be versatile and reproducible in any medium.
Versatility is core of logo design. Your logo should look great on a penny and even better on a billboard. You should be able to produce your logo in any medium: embroidery, silk screen, vehicle graphics, removable tattoos, metal stamps, stickers or in three dimensions. Assume nothing and think outside the box. Don’t be limited by your business model. Just because your company is a Software as a Service (SaaS) doesn’t mean you won’t ever want jackets sporting your embroidered logo. Just because you’re a construction company doesn’t mean you won’t ever want to create employee awards. Just because you’re a one-man operation doesn’t mean you won’t one day need a tradeshow display. Versatility is crucial: whether it’s online or offline, a logo should work well in any size, any environment and any marketing platform.
#4: It should have a story and reason for being.
Your logo tells the story of your business visually, so there should be a story for its design, a reason for its existence. Your colour choice, graphic elements and font selections must be intentional. Why a sans serif font? Why rounded instead of sharp corners? Why that shade of blue? Every design choice communicates something. You need to know what that is and choose them wisely. Your logo’s details must align with your brand. As a whole, your logo should make sense and tell the story of your brand with a single glance.
#5: It should seamlessly combine graphics and text.
Do not underestimate the importance your logo’s font. Among the thousands of fonts available, every one of these fonts has a distinctive perception. Some are playful or juvenile, while others are classic or traditional. Some fonts appear dated, while others are timeless. A sharp serif font might create discomfort, whereas a rounded sans serif might be too calming. Your font choice should complement your logo design. They should look like they belong together.
#6: It should have rules and guidelines for use.
Your logo should be delivered with an identity manual (also called brand bible or guidelines booklet) that outlines the rules and guidelines for use. A manual can be one page guideline or a multipage booklet – it depends on your designer. Regardless of a designer’s style, your logo delivery should be accompanied by usage guidelines: size, dimensions, colour codes, font families or names, colour and black and white versions, alternate versions, submarks, and graphic elements. Your identity manual outlines the details of your visual brand to ensure consistency – whether you’re ordering business cards or sending your logo to a printer for signage, the manual ensures accountability and consistency.
By this time you should have a marketing budget in mind and a list of marketing materials you require. You should have a good understanding of logo design. Maybe at this point you have an idea of what you are looking for and some logo designer names in mind. Whatever the case, hiring the right logo designer is going to be crucial. Details matter. The next section will give you a hefty amount of tools on how-to hire the right person to create your company’s logo.
Hiring a logo designer
While the world is rife with eager amateurs who can whip up a logo on a computer, you want a professional to design your logo. That doesn’t mean a student isn’t a good option, but you need to take time to find the right person to bring your vision to life. Which is why I created this detailed checklist using industry insights, trade secrets, and total transparency to help you find the right logo designer for the best value. It will also help you find someone you can build a solid, long-term working relationship with while also saving you time and money.
If you put the word out on social media that you are looking for a logo designer, you were probably flooded with names and pitches. Everybody knows somebody, right? But seeking out a designer this way is overwhelming! So, who do you trust? Start with your closest colleagues and connect with their contacts. But as mentioned earlier, do your due diligence and research every designer. If referrals don’t do it for you, conduct an internet search – but again, be thorough.
Treat this step as seriously as you would treat looking for a new home. Look over the details. Find the right fit. A strong, connected relationship with your logo designer will make the process a hell of a lot easier. Consider these questions as you research:
Does the designer have a website that showcases their work? If a designer doesn’t have a portfolio to share, that’s a major red flag. Ideally, they’ll have a live, user friendly, beautiful, and functional website that showcases their talent and provides a portfolio of their work. If they don’t have their work online, ask for examples directly (some clients have confidentiality clauses).
Do they provide explanations and background on each logo design project? This is crucial. A good designer should be able to articulate the project, goals, process, and reasoning behind every aspect of their designs. Rationale is part of the design process – understanding why they designed a logo a certain way gives you a glimpse at their thought process and attention to detail.
Is their work unique? Does it resonate with you? Every logo designer has a style. When you began envisioning your company’s new logo design, you likely had look and feel in mind. You have an idea of what you want, but you need someone to visualize it for you. Do you find their logo designs pleasing? Do they fit with your company vision? Remember to watch out for trends. Look for timeless designs.
Do they have client testimonials and reviews?The most powerful selling tool any logo designer owns is feedback. Reading testimonials and reviews will give you a great indication of the results and value they deliver. If they have negative reviews, pay attention to how they address them, it’s a good way to judge character. Explore their websites, look them up on LinkedIn, Google, Yelp or Facebook to see if they have reviews.
Are the logos they’ve designed versatile? You never know how you’ll want to market your business down the road, so versatile designs are important. Ask to see the black and white versions of their designs (see laws #2 and #3). Since you don’t know what the future will bring, you want to be ready for it. A versatile designer is forward thinking and prepared for any logo application.
Are they passionate about what they do?Look at their website messaging and take a peek at their social media feeds. A passionate person who loves their work will be invested in delivering a solution you’ll love.
Are they the best person for job? Trust your gut. As you research designers and read through their sites, you’ll know who’s worth meeting. Lurking on their social media feeds will also help you determine fit since it’ll give you a glimpse of their personality and character.
Lastly, are they easy to contact?Does the designer make it easy for you to contact them? Communication is crucial to your relationship with a logo designer – they must be accessible and responsive. If you can’t figure out how to contact them or they’re slow to reply to your inquiry, it might be best to find someone else.
Once you’ve researched and compiled a list of potential designers, you’re ready to make contact and set up interviews.
Connect with potential designers.
Meeting potential designers is crucial. They might have the best-looking site, the best-looking work, and a budget you can work with, but since communication is integral to the process, you’ll want to interact with them face-to-face off the hop. Getting to know your logo designer in person matters. If they’re not local, meet on Skype, Google Hangout, Facetime, or even over the phone. Whatever you do, do not conduct your interview through email where tone can be taken out of context, where you can’t see and judge mannerisms, and you can’t hear the passion (or disinterest) for your project. Actually speaking to a designer allows you to see how professional they are and how they engage with clients.
At this point it is now a 50/50 relationship.
The moment you begin interacting with potential designers, you’ve got to meet them halfway. Be courteous, respectful, and responsive – treat them as potential clients too.
Are they responsive?Whatever contact option a potential designer’s given you, they should reply to you in a timely fashion. Use your judgment. What is an acceptable time to respond by your standards? Everyone is different. If the logo designer doesn’t respond to you in a timely fashion, it might be best to find someone else.
Summary It’s crucial that you meet potential logo designers face-to-face or phone. It’s also important that they respond to your request to meet, in a timely fashion.
Meeting with potential designers.
Your meeting with potential designers (in real life – whether in person or over a call) is where you get a feel for who they are, how they work, and if you’re on the same page. Chemistry in the creative process is important, so don’t skip this step and don’t rely on email.
Are they on time?
There is nothing worse than scheduling a meeting and the other person arrives late (or no shows). Your time is as important as theirs. If a scheduled time was set for a meeting, they should be punctual (and so should you). In the event that either party is delayed, a call, text, or email is absolutely necessary.
Are they listening and asking questions?
Part of being a great logo designer is listening with two eyes and two ears. From the start, they should be asking you questions (especially tough ones), actively listening and engaging with your responses. Be honest with your answers. If you haven’t considered something, that’s okay, your designer is just getting the lay of the land.
Are they taking notes?
A true sense of someone’s interest in you and your company is note-taking. Enough said.
Do they discuss case studies?
If the logo designer is good, they will share stories of past clients and the results they created – including the challenges they overcame. Hearing about their clients should give you a sense of what to expect from them.
Do they explain their process to you?
Every logo designer has a process and they should communicate it clearly, allowing you to ask questions.
Do they analyze your competitors and industry?
Ask them if they do any market analysis (this could be a simple Google search or elaborate reports). Doing research is part of the process, so at the very least, they should ask who your competitors are.
Do they give you project timelines?
Don’t be hell-bent on exact timelines. If you have a timeline in mind, communicate it to the logo designer. At this point, the timeline they are providing is an average. You will get a solidified timeline when they provide you with a quote.
Are they a solution provider?
Any good logo designer will tell you that the solution is not about you or them – it’s about solving a problem that resonates with your target audience. Ask them how they’ve solved other clients’ problems? Pay attention to the questions they ask you.
Do they bind each project with a contract?
You want to hire a designer who binds your project with a contract, which protects both of you. Contracts create accountability for both parties. If your logo designer doesn’t use contracts, it might be a good option to find someone who does or ask for one.
Do they have business insurance?
This is purely discretional. Some logo designers don’t have business insurance, and some do. If this is important to you, ask for a copy of their policy.
Once you have met someone you like, ask for a proposal or a quote. In some cases, designers may want to have another, more detailed conversation with you before they send you a quote. Be prepared for this. They may ask you deeper questions about your goals and wants.
After your initial meeting and request for a quote, potential designers should let you know when they’ll have a quote to you. Some logo designers will send you an email, a video or deliver the quote in person. Having the quote in your hands starts the process of examining the value.
Do the potential designers provide the quote in a timely fashion?
Once you have gotten to know each other and you feel like they could be a good fit, it’s time to request a quote. They should give you a time on delivery of the quote or have set up another meeting to show you their proposal and they should deliver it on time. If they don’t, that’s a red flag.
Does their quote include delivery of .eps, .jpg, and .png files?
Your quote should include an array of logo file formats. You absolutely must receive your logo files in .eps, .jpg and .png file formats. These file formats are important to have for marketing purposes. A decal guy will need your .eps file. Your web developer will need your .jpg or .png files. When someone asked for your logo vector file, you will give them the .eps version. Having these file ensures your logo looks crisp no matter the marketing application. If there is no mention of these files being part of the quote, request them.
Do they offer an identity manual as part of their logo design service?
You might think the manual is moot, but it’s a value-add service that aids you in using your logo and supporting elements properly. Since you will be sending your logo to various marketing contractors in the future or allowing your staff to use it, they need to know the guidelines and rules for usage. The identity manual ensures consistency, which is crucial to branding – it keeps everyone, including you, accountable for maintaining brand standards.
Do they outline what’s included in their service?
Some logo designers will create multiple concepts and let you choose the one you like, whereas others will give you one design – this should be clearly communicated in their quote along with any other items or services included in the fees.
Do they give you additional designs with their logo design service?
Another value-added service, some logo designers will give you additional pieces in the proposal. They may provide you with a business card, letterhead, website or brochure designs. Some may not. In your initial meeting, you should have outlined your needs and everything you requested should be in your quote. Some designers will add additional value add items for your reference and consideration.
Do they include revisions?
Because the design process is dependent upon feedback, revisions are usually (but not always) a part of the process. Some designers will do one round of revisions or more whereas other will not. This aspect should be clearly stated in the contract – if it’s not, ask for it.
Potential logo designers should give you a few days or more to digest and process the quote (as well as compare it to other potential designers). If they haven’t heard back from you in 5-7 days, they should follow up. If you choose not to hire them, let the logo designer know and give them an honest reason why. There might be room for negotiations. You may find that a logo designer is willing to alter the quote to match your requirement or they may change the pay structure so that it’s easier for you to manage.
Ask questions. Be honest. Share ideas. You never know where they’re flexible if you don’t ask.
At this point you will have a logo designer in mind who you want to work with. Throughout the interview process and examining their quotes, someone is standing out from the crowd. Trust your gut. You have read their testimonials, seen the reviews and maybe you have contacted some references. Choose the best person who will deliver exceptional value to you and your company.
Working with the designer.
Once you’ve chosen the right logo designer, the fun begins – this step should be enjoyable, inspiring, and educational. If there are bumps, they should be easy to fix. During this step, you should be creating a trusting relationship with your logo designer. Ideas and collaboration should be tossed back and forth with passion and excitement manifesting throughout the process. But first –
Did you pay your deposit and sign the contract?
In the proposal phase there should have been a payment schedule and next steps outlined. Once you have approved the quote, a deposit request and contract signing should have hit your inbox. Be ready to give a deposit and sign the contract. Some logo designers will not begin your project until these terms are met.
Did you attend the discovery meeting?
A logo designer should not conduct a project based on assumptions and existing knowledge. Many designers provide you with a targeted questionnaire to assess your goals, needs and values before digging deeper at a discovery meeting. Some logo designers will start every project with a discovery meeting to gain a deeper, more comprehensive understanding of your goals, business model, operations, story and expectations (in addition to setting expectations and going over the process).
Are you two communicating regularly and effectively?
Your logo designer should be readily available and keep you up-to-date on progress. If they have tasks for you, complete them on time – designers can’t complete a logo design without your input and feedback. If there are meetings or phone calls required, make sure you answer them quickly. Some logo designers may invite you to their productivity application where they keep track of the project, emails, and communication with you. If they do, please support them by using their system. If you disagree with it, let them know. They only get better with feedback from their clients.
When they’re ready to show you the solutions they’ve designed for you, they’ll present them. How they present their designs is up to the designer: they may create a slide presentation, send you a simple PDF or email you the designs.
Do they meet with you to present their logo solution and explain why they chose this solution?
However the designer presents the logo design, whether in person, via email, or over a call – it should be presented along with a rationale for their solution. The logo and its rationale should be convincing and make sense to you (as well as following the Anatomy of a Logo criteria noted earlier).
Do they show you mockups of the logo in real-world situations during the presentation?
Showing your logo in context is necessary. It helps you visualize what it will look like on a mug, a business card, or a billboard. They may also show you design ideas for the other visual marketing materials you requested.
Do they ask for feedback?
Once you’ve had time to digest the logo design, the designer will be gauging your reaction. They may ask you questions about the logo design. Giving them your feedback is crucial – don’t hesitate to share your thoughts or concerns, good or bad. They need you to communicate so they can fix the logo design if you don’t like it.
Do they give you some time to consider the design?
You need time to ruminate on the design, to consider it, think it over and to outline what you want to be changed or altered. After the initial presentation, leave it for a day or two and come back to it with fresh eyes. See if what you initially felt is still there.
Do they follow up within a reasonable time to get a decision?
Follow up is crucial and should be done promptly. Be sure you answer their emails and phone calls when and if you need more time, let them know.
Working with your logo designer should be fun and collaborative. The solution(s) they present to you should stir you emotionally. It is important to note, whatever you do, don’t show your logo to your friends and family until it’s finalized. Your friends and family likely have no idea what you’re trying to achieve and their opinions are not always constructive or helpful. What often results, is their offhand comments plant seeds of doubt, making you second-guess or over-analyze your own choices and vision. Ultimately, your friends and family are not your target audience. If you’re having doubts, talk to your designer, work the problem out with them personally.
By the time you reach this step, everything should be completed. Your logo designer should be arming you with the appropriate files so you can start market your company, and you should be eager to get started with your new marketing strategy.
Are the files packaged and easy to download?
Your designer should package and deliver or send your logo in the agreed upon files for print and digital marketing: vector files such as .eps or .ai; web files like .jpg and .png. Your package should also include your identity manual and other agreed upon collateral. You should receive everything at the same time, not in pieces.
Do they help you with printing and production guidance?
Once you have your logo design, you will need to use it in your marketing collateral – business cards, swag, brochures, website – is your logo designer willing to help you with printing and production?
Do they follow up with you to see if there is anything else they can help you with?
Some logo designers will have an offboarding meeting. They may pitch continued work or ask for a testimonial. It might be a face-to-face meeting or all handled via email. Be prepared to meet with your designer one last time.
Are they someone you will refer?
Word-of-mouth advertising and referrals are the most powerful form of marketing for logo designers. Most of their work comes from referrals. If you’re happy with the work and the process, refer them – the gesture will likely be reciprocated.
Do they ask for feedback?
Requesting a testimonial, review or request to answer a survey might be standard practice for some logo designers. Be prepared to offer feedback and be honest with it. Like your business, feedback is crucial to growth and success. Be courteous by delivering their request.
Your logo designer should give you all the necessary files of your logo design and any other graphic design materials they have created for you.
Give them feedback and by all means, let your network know how good they were with your project. Give them a review, mention them on social media or supply the logo designer with a testimonial.
You have your logo, what now?
Far too many companies start and finish their marketing strategy with a logo. They often think, “Okay, I’ve got a logo, now I’ll get clients!” But marketing’s not that easy. There is a whole world out there who has no idea who are you or what you offer. You need to do more than just introduce yourself, you need to stay top of mind with your intended audience. How are you going do to that?
Sure, you have a great location with easy to read signs. But your audience may not travel that road often.
Yes, you have a great brochure at your front counter. Are your current clients supposed to distribute them?
Of course you have your stack of business cards in your desk drawer, but are they doing anything for you by collecting dust?
Without a marketing strategy, business fail. Be smart, plan ahead, think outside of the box, and if you don’t yet have a marketing strategy in place when you receive your logo, get started on one.
What’s a marketing strategy?
Effectively marketing your business to your target audience requires some thought and attention. And it’s crucial to your success. How do you find your potential clients? How do they find you? You need to get into their heads, understand their behaviours and buying habits. Find out where they spend their time and money most often. From intimate details like gross household income to marital status, hobbies and values – these key insights will unlock strategies and ideas to capture their attention.
If you need help understanding all these nuances of marketing, you can sign up for my weekly email. I share reports, insights and marketing ideas. You can subscribe here – https://wakecreative.ca/subscribe
It’s not always smooth sailing, but it’s worth the effort.
Marketing can feel like a grind. Impatience seeps in. It can feel like you’ll never get there. You wonder why it’s taking you so long to succeed, when everyone else seems to be thriving. Don’t be caught in the “overnight success” stories. These businesses started to thrive after years of hard, consistent work, preaching the same message and same image year after year, being unrelentingly consistent, slowly winning one new client after another. Then one day, like magic, success!
Don’t be fooled by instant successes because they don’t really exist. Marketing is a marathon, not a race. It requires patience, time, consistency and diligence. Yes, you may be tired of your slogan or your branding but hang in there! There are millions of people who haven’t discovered you yet. When they find you, because of your efforts and patience, they will instantly connect with your brand and you’ll have a customer for life.
Your business is far too important to approach logo design with a lackadaisical attitude. Take your time to find the right logo designer. While cheaper options are always out there, logo design is an investment in your company and its future – you want the right design, the perfect design, so hire the right designer.