There are many avenues when looking for a logo designer. Some popular places on the web are LinkedIn, Bēhance, Dribble, Fiverr, Upwork, and more that you can google. No matter where you are looking, there are essential characteristics to look for when choosing the proper designer. These characteristics will also help narrow down the search so you are not overwhelmed.
1. Experience
Suppose you want a one-on-one partnership to feel you want to go with a more experienced designer. Usually, the more experienced designers work with you and usually can develop a solution instead of a quick fix. They are more like to do thoughtful research and take a more step-by-step approach combining your ideas with their knowledge. Less experienced designers are usually good for logo updates with minimal changes or have done all the research yourself and need someone to create a clean version from rough sketches. Also, with the emergence of the internet, there are many online classes equivalent to formal schooling. So, if you are looking through resumes, don't judge experience level by education alone. Combine the next few points to determine skill. Agencies are an option as well. Look to their client list or testimonials on their website or Google.
2. Portfolio
Whether going with a freelancer or an agency, please take a look at their portfolio. Projects can be personal work or actual clients and should be available on their website. Look for projects similar to yours or within your industry. Individual projects should have a variety of applications: business cards, packaging, websites, etc. There may or may not be case studies. If not, feel free to contact them and ask about specific projects and what the designer was thinking about when they decided to create the logo.
3. Process
What is their work process like? Make sure you both agree on the best contact method: email, video chat, phone call, in-person meetings, or any other communication platform. Do they need to research, or do you already have something in mind? Have an appointment for ideas. Find out how many revisions you get. It is wise to have a limit, and if they don't offer one, give yourself a limitation. You don't want to be working on a project forever. Having a concrete due date that you want the finished logo and files can help determine how long the work process will be. My process, for example, is step 1: define your goals, step 2: research competitors & customer interest, step 3: create mood boards, step 4: create a concept, step 4: revise, step5: finalize the design, and step 6: deliver final files (details on my me and my process page).
4. Questions
Your designer will need to know about your business and its goals to create an accurate logo for your brand. Some designers and agencies use surveys, while others will ask you a series of questions during the initial meeting. They should be asking you what product or services you are selling, who your clients are, what feeling you are trying to give your client, and other questions related to helping you accomplish your business goals. You don't have to answer every question definitely, but the more you know, the easier and faster it will be for your designer to create a successful logo. "Design strategy" is mainly considered a separate service from logo design. Still, if you are struggling with most of the designer's questions, consider seeking out a brand strategist or look for a logo designer that offers this service.
5. Price
There are considerable gaps in prices for logos. It can range as low as $10 to as high as $10,000+. Designers just starting in the workforce are more likely to have a lower price. They usually have quick turnarounds. Their process may not have as much in-depth research. These designers are best for a business with rough sketches and need someone to bring them to life—a word of caution for prices too low they could ghost you or be scammer bots. The high-priced designers will have their process nailed down. They will usually include in-depth research, have presentations of their designs, and typically include many different files and a brand guide on applying it. This is why big corporations usually spend a lot on logo designers, even if it is just an update. Take the previous factors into account and create a budget for yourself, including marketing materials, to determine how much you can spend on a designer.
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