Brand identity design services

Questions to ask a brand designer

Reading a portfolio sensibly

A portfolio shows what a designer can make, but not always what they made for a client like you, under real constraints. Look for range rather than a single signature style, for work shown in use rather than only as polished mock-ups, and for explanations of why design decisions were made. Ask which pieces were real client work; a credible designer will be clear about this.

A designer whose every project looks the same may impose a style rather than develop one for you.

Ownership and rights to agree

What a sound process looks like

1. 01

   Discovery

   Questionnaire and conversation about audience, competitors and values.

   Output: Agreed brief

2. 02

   Concepts

   A few distinct directions, shown on real applications.

   Output: Chosen direction

3. 03

   Refinement

   Agreed rounds of changes to the chosen direction.

   Output: Approved identity

4. 04

   Handover

   Files, guidelines and licences delivered and explained.

   Output: Complete brand pack

Warning signs

• Unlimited concepts promised

  Usually means little thought behind each one.

• No discovery

  Designs based on taste alone rarely communicate the right things.

• Unclear ownership

  You may not be free to use your own logo everywhere.

• Logos from templates

  Template marks may be used by others and cannot be distinctive.

Giving useful feedback

Feedback works best when it relates to the brief: whether a concept would appeal to your customers, whether it suits how you want to be seen, whether it works in the places you need it. Gathering opinions from a few people who understand the business, and consolidating them before replying, avoids conflicting instructions and keeps rounds productive.

After the project

The identity will be applied by many people over many years. Ask whether the designer offers help with early applications, such as stationery, social templates or signage, and whether they will answer questions from printers or web developers. Even if you handle these yourselves, knowing the guidelines and files are complete makes the transition smooth.

What to prepare before contacting designers

Fit matters as much as skill

A brand project involves honest conversations about your business: what it does well, where it is unclear and who it is really for. Choose a designer you can talk to openly, who asks questions rather than only presenting ideas, and who explains the reasoning behind recommendations in plain language. A short introductory call is often the best way to judge this before any commitment.

It also helps to agree how communication will work: who the main contact is, how feedback is gathered and how decisions are recorded, so nothing is lost between rounds.