Ask what happens before design starts, how many concepts and revisions you get and exactly what files you leave with. Then ask who owns the work and what happens after launch. A good designer answers all of these clearly. Vague answers now become surprises later.
Why these questions matter
Most people judge a designer by their portfolio. That's a good start, but it only shows you the end result. These questions show you how they get there, and that's the part you'll actually live through for the next six weeks.
I'd ask these even if you end up hiring someone other than me. A designer who's worth the money won't mind.
1. What happens before you start designing?
If you only ask one question, ask this one. If the answer is "we jump into logo concepts," the brand will be based on taste, theirs or yours.
In UX, nobody designs a screen before talking to the people who'll use it. Branding should work the same way.
A good answer describes some kind of discovery or strategy phase: questions about your business, your customers, your competitors and what success looks like. On my projects that's two full phases, discovery and strategy, before anything gets designed.
2. Can I see work like mine, and the thinking behind it?
Ask for a project close to your situation, then ask why they made the choices they did. If a designer can't tell you why something looks the way it does, I'd be careful.
A good answer connects design choices to real problems. On the PGW bill redesign, research showed the amount due was the first thing every customer looked for. On the old bill, it was no bigger than the fine print. So it went to 48pt.
3. How many concepts and revision rounds are included?
This one prevents most arguments. Get the number in writing.
A good answer is specific. Mine is three initial concepts and two rounds of refinement. Unlimited revisions sound generous, but they often mean nobody planned how decisions get made. In my experience, a clear number makes feedback better, not worse.
4. What exactly do I get at the end?
You want a list. A logo isn't a deliverable list.
A good answer includes logo versions for different uses, color codes, fonts, brand guidelines and files for both print and screen. If you'll need social templates, signage files or a website, make sure they're named.
5. Who will I be working with day to day?
At larger shops, the person who sells you the project isn't always the person doing it. That's not wrong, but you should know.
A good answer names the people. At Tony Does Design, it's me.
6. What's the timeline, and what do you need from me?
Timelines slip because of feedback, not design. Ask what you're responsible for and how fast.
A good answer gives you phases with dates and tells you when your input is needed. If they don't ask anything of you, they're planning to guess.
7. Who owns the final work?
Ownership of the final logo and brand files should transfer to you once the project is paid. Don't assume it. Get it in the contract.
A good answer is a clear yes, in writing, with any exceptions spelled out. Stock photos and licensed fonts, for example, come with their own licenses.
Here's how I handle it. At Tony Does Design, you own the final files once the project is paid. The one thing I keep is the right to show the work in my portfolio, and that's in writing too.
8. What happens after launch?
Brands get tested the first month they're out in the world. A sign vendor needs a different file. A printer asks for a color code you don't have.
A good answer includes some period of post-launch support. My identity packages include 30 or 45 days of it, depending on the package.
9. How will we know if it worked?
This is the question most people forget. A brand is a business investment, so it should have a goal.
A good answer ties success back to something you agreed on at the start. Maybe that's charging more, or looking credible to a new kind of client. Maybe it's finally not redoing every graphic by hand.
Red flags worth walking away from
- They want to start on logos in the first meeting
- They can't explain why any past project looks the way it does
- The deliverables list is just "logo files"
- There's no contract, or ownership isn't in it
- The price is a fraction of every other quote, with no clear reason why
Quick answers
What should I ask a brand designer before hiring them?
Ask what happens before design starts, how many concepts and revisions are included, exactly what files you get, who you'll work with, the timeline, who owns the final work, what support you get after launch and how success will be measured.
How many revisions should a brand designer include?
There's no single standard, but the number should be specific and in writing. Tony Does Design includes three initial concepts and two rounds of refinement.
Should I own my logo after the project?
Yes. Ownership of the final logo and brand files should transfer to you once the project is paid. Make sure the contract says so, and note any licensed fonts or stock images, which carry their own terms. At Tony Does Design, clients own the final files once the project is paid, and Tony keeps the right to show the work in his portfolio.