What Should You Walk Away With Once You've Paid Your Logo Design Invoice?

Logo design
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When collaborating with a designer or agency to create a logo, just how should the experience work? How much and what kind of info will you need to provide, and what should you walk away with once you've paid the invoice? While processes differ slightly, most designers and agencies follow the same general phases. Here's a peek behind the scenes to know what goes on, and what you should be getting:

1. CLIENT BRIEF
You know the most about your business and probably have some specific ideas on what you want your logo to imply. An experienced designer or agency will kick off the project with good, quality, investigative conversations with you. The more they know about you, the smarter their solution will be. They'll take your inspiration and skillfully develop it.

2. RESEARCH and CLIENT DISCOVERY
Crafting a successful visual identity requires much more than picking a cool font and combining and unusual squiggle with it. A great logo should be an expression of a company's values, culture and people. A true professional doesn't make assumptions here. They'll spend significant time learning about the industry, your company's behavior, your goals, audience, products and competition. These clues become a blueprint for creating a distinctive, memorable logo that stands out from others in your industry.

3. DESIGN and EXECUTION
This is where the fun begins and the creativity sets in. A talented designer should be aware of trends, but capable of crafting a design that's not cookie-cutter. They've been trained to understand nuances in styles, color, fonts and arrange elements in a way that respects basic design principles. This brain-storming phase should produce dozens of rough ideas that will eventually be narrowed down to a handful that get refined and presented to you. Because color is very subjective and emotional, you should expect concepts at this stage to be black and white to keep the focus on the ideas themselves rather than muddled in details that can distract from the overall design process.

4. CLIENT PRESENTATION
It's always wise to review the initial concepts with your designer so that he or she can walk you through their ideas as well as strategy for each concept. They need to hear your feedback and should take careful notes.

5. REFINEMENT
You're on the home stretch now and once a design concept resonates with you, you'll discuss some tweaks and refinements with your designer. It's at this time that various color combinations will be introduced. This single concept will generally take several directions and the weeding out process begins again until a final design is chosen.

6. DELIVERY
Deliverables will vary widely depending on who you work with, and what price point you've chosen for the project. At the very least, be sure your deliverables include your logo in multiple variations (color, black, reverse, vertical, horizontal, etc.) as well as file formats. Having design variations and several file formats at your fingertips give you confidence that your new logo will work as well on a business card as on the side of your trucks. Logos created in Microsoft Word, or logo contests that supply you only with a jpeg file won't have this flexibility. These scenarios are an indication of poor design and you'll inevitably need to shell out money down the road to have your logo redrawn in vector format so it can hold its integrity across a variety of mediums and applications. If your logo package is extensive, it could also involve brand strategy and style guide. The last step is to celebrate and take your show on the road!

  • “As a Chamber of Commerce, it is important to work with companies who are not only professional and trustworthy, but also provide accurate, prompt and courteous service. The staff at Graphic Impact have accomplished all of these traits during our relationship of over 10 years.”

    “Graphic Impact did an incredible job in creating our city map and “Simply Troy” Quality of Life book. It has been a real pleasure working with the professional and courteous staff at Graphic Impact. Even under some of the toughest deadlines the quality is unsurpassed and the attention to every detail makes the ultimate difference.”

    Sabra Johnson, Executive Director, Troy Area Chamber of Commerce
  • I engaged Graphic Impact on several projects that included brand development, marketing brochures and advertisement development. They have consistently exceeded my expectations with creative, timely and competitive solutions to my organization’s marketing needs.”

    Bill Murphy, Assistant City Manager, Piqua, OH, Piqua Economic Development Director, Director of Grow Piqua Now

  • We have been working with Graphic Impact for many years with wonderful results. Our nonprofit has strict national branding standards, and they always follow the set guidelines while offering creative and eye-catching marketing materials. They are quick to respond to our needs and truly work with us to reach our goals while staying on budget and on time.”

    Jessi Graham, Director of Marketing and Communications, YMCA

  • “I have worked with Graphic Impact for over 10 years and can always count on them to be timely and responsive to our needs. Our logo is recognized throughout our community due to branding which is creative and effective. Our marketing portfolio even won second place at the Hermes Awards!”

    Anne Beane, retired Superintendent, Mound Street Academies
  • I appreciate how Graphic Impact continues to help strengthen Chaminade Julienne's branding in our community. Beginning with a logo redesign, the firm's artists have successfully expanded our unique look into an array of marketing materials that strongly supports the school's mission as well as admissions and development efforts.”

    Tina Wagoner, Communications Coordinator, Chaminade Julienne Catholic High School

  • Both the Fairborn Area Chamber of Commerce and the City of Fairborn were overjoyed with the stunning Quality of Life publication that was produced in collaboration with Graphic Impact. The Chamber has received rave compliments on the publication from a myriad of sources and the positive comments continue every time a new viewer gets a chance to pour through its pages.”

    Paul Newman, Executive Director, Fairborn Area Chamber of Commerce

  • The Graphic Impact staff were very attentive in learning about our business and ultimately became quite committed to the mission of the agency. They designed a fabulous billboard and literature campaign for us which carried into a redesigned website as well. We were able to achieve just the look that we wanted and just the campaign that we wanted to run and ultimately succeeded in passing a levy.”

    Rhonda E. Reagh, Ph.D., retired Executive Director, Greene County Children Services

  • As a Chamber of Commerce, it is important to work with companies who are not only professional and trustworthy, but also provide accurate, prompt and courteous service. The staff at Graphic Impact have accomplished all of these traits during our relationship of over 10 years.” “Graphic Impact did an incredible job in creating our city map and “Simply Troy” Quality of Life book. It has been a real pleasure working with the professional and courteous staff at Graphic Impact. Even under some of the toughest deadlines the quality is unsurpassed and the attention to every detail makes the ultimate difference.”

    Sabra Johnson, Executive Director, Troy Area Chamber of Commerce

  • Graphic Impact was able to take the Troy Development Council’s marketing efforts and our TROY OHIO USA logo to an entirely new level. Our directions to Graphic Impact were very simple: ‘Create a set of marketing materials that will make our competition beat a path to your door.’ They did and the rest is history.”

    Chuck Cochran, retired President & CEO, Troy Development Council

  • I picked up the (Troy) Community Book this morning before coming into the office and I really could not put it down. It is really really great! Not only is the content outstanding but even the ads provide excellent information and look fantastic! I know it was a great deal of work but what a success. Congratulations! ”

    J.C. Wallace, President, Troy Area Chamber of Commerce, Troy Development Council