Frequently asked questions about brand identity design


Why does it matter who designs my logo?

Because your brand identity—and by extension, your logo— is extremely important. It’s the visual face of your business to the public. People can’t help but form an impression of you based on what they see, and your logo is the most commonly used visual that represents you.

Logos are high-visibility projects—they’re on every business card, sign, brochure, ad, website, package, menu, postcard, social media page, and pen you’ll ever produce. Your logo is always at work, 24/7, marketing your business and helping prospective customers form the right impression of you. So you need a designer with the talent and experience to provide you with an outstanding result.

How can I be sure I’ll like what you design?

At the start of your project, we’ll examine your goals and establish a creative brief. This will set parameters and guide the design process. Since you’re involved in setting those parameters, you can be confident your brand identity will be something you love.

Brand identity questionnaire


How do I know we’re a good match for each other?

Not to sound like we’re dating here, but compatibility is important. First, take a look at my portfolio. Does it have the general vibe you’re after? You need a designer whose work matches the aesthetic you’re aiming for.

Next, read reviews from clients. Some of the feedback I’ve been given highlights thoughtfulness, attentiveness, and punctuality. It’s true—I’ll give you my full attention, and I like working with clients who are equally focused. Reviews also mention friendliness and personable…ness. (Is that a word?) Similarly, I like clients who are appreciative and kind. Let’s make something great together, and have fun doing it.

We’re not in the same city. Can we still work together?

Absolutely. 90% of my clients are not local, so I’m adept at managing projects long distance. I’ll send proofs by email, we can talk on the phone, share our screens (or our faces) on Skype, mail color swatches and samples, or any combination of those. No sweat.

I need a logo and I already know exactly what I want it to look like. I just need someone to make it. Will you help?

In this case you are the designer, and you simply need a technician who can execute your idea using computer software. I’m not the right fit for you.


We already have our brand identity established. Can we hire you for a smaller project like a postcard or a single ad? Also, we need it ASAP.

I’m afraid not; my work is primarily brand identity projects. It sounds like you need a designer who focuses on production work. Developing a relationship with someone you can call on for these ongoing needs is your next step.

How long does it take to complete an identity project?

Depending on the number of deliverables involved, usually anywhere from 3 weeks to 3 months.

Can you manage the printing of my project?

Yes. Some clients have trusted print vendors they already use and simply need print-ready files they can take to them. Or, when needed, I can manage the entire printing process for you, recommending vendors, obtaining quotes and seeing your project through to the finish. In this case, I’ll add a small print management fee to the project. You’ll pay the printer’s bill separately, which saves you money since you won’t incur mark-up charges, and you’ll have a relationship established with the printer so you can easily order reprints directly.

We need a large ecommerce website or something with more functionality than Squarespace, Wix, or Shopify offer. Can you help?

Those aren’t in my wheelhouse, but if we work together on your logo and other pieces, and then you hire a web development firm, it may be possible for me to serve as a consultant on the project to make sure the design is consistent with your brand identity.

Do you do copy writing?

I can help you with a motto, tagline, or mission statement—short messaging for your brand. But when it comes to lengthy copy for brochures or websites, that’s not a service I provide. I can refer you to writers I know, however.