5 Things We Look for When We Hire a Logo Designer
At Your Brand Week, we look for a handful of very specific qualities when we need to hire a logo designer for our team and the relative importance of these qualities might surprise you. A lot goes into designing a great logo, and much of it has nothing to do with the activity of design at all.
Here are the top 5 things we look for when we hire a logo designer, plus why we don’t recommend hiring someone based on talent alone.
1. Design Chops
Yes, a certain level of design talent is absolutely a requisite. However, we think that designing an attractive logo is the easy part. Don’t believe us? Take a moment to Google a handful of the best logo designers in history and look at their work. Much of their logo designs are dead-simple. In fact, some of the most famous brands in the world have some of the simplest logos. Apple: it’s an apple. Nike: it’s a checkmark. Target: it’s a—you get the point.
The truly hard part of logo design is figuring out what direction to take and what the logo should be. That part requires a logo designer who is really awesome at the next item on our list.
2. Listening Skills
One of the secrets to how we make sure all of our logo designs are strategic and compelling is by hiring graphic designers who are exceptionally good listeners. This is because the direction a logo ultimately takes is based entirely on listening to and learning from our client and their target audience.
A logo designer who isn’t a good listener has a high likelihood of missing important details that can be the difference between coming up with a great concept and one that’s very mediocre.
3. Ability to Present
Presentation skills are perhaps the most underrated, yet most important part of being an effective logo designer. A logo designer can be extraordinarily talented, but if he can’t present a logo design effectively to a client, then all of our work is for nothing because that logo will never see the light of day.
The ability to present isn’t just about being able to speak about design work—any art school grad can do that. A great logo designer is convincing.
4. Plays Well with Others
Design is a collaborative process. At minimum, it’s a collaboration between one client and one designer. Usually though, there are multiple designers, and at Your Brand Week, we also have Creative Directors who oversee all of our designers’ work. This means that we have to hire logo designers who aren’t just good to work with, but who are a pleasure to work with.
We believe that design should be delightful, and we aim to share that delight with our clients. Delight is much harder to come by when you have a soloist on your team.
5. An Understanding That the Details Are the Design
A logo consists of letters, color choices, and perhaps an illustration. In comparison to other design systems like websites and apps, logos are downright simplistic. But that simplicity means that every single detail matters that much more.
The logo designers we hire obsess over letter spacing in their typography, agonize over the most subtle shades of color, and nudge their final artwork around until every vector point is perfectly placed. In other words, our logo designers take Charles Eames seriously when he said:
“The details are not the details. They make the design.”