Think of it as a cake (brandmark or logo) you want baked for your wedding anniversary. As it is very special, you are not going to risk asking your spouse's sister's brother-in-law's daughter who does home economics (graphic design student). Nor are you going to go to the local supermarket (advertising agency) where you choose a cake off the shelf. You should choose a specialist and professional for the job: the right bakery (design firm/creative agency) with a master baker (designer). Here are some guidelines to help you make the right choice.
A word of warning: ad agencies are not generally suited to undertaking visual brand creation. They are great at marketing, promoting and advertising your brand but, more often than not, they lack the qualified talent and experience so they farm the job out. However, some agencies do have their own in-house design units, which they claim are competent and specialists in the field of visual branding. Do check these out carefully, however.
Start by looking at the cakes (brandmarks) they have created for other clients, then speak to the maestro himself (designer commonly referred to as "The Creative" and the caps are not a typographical error). You might at first get the shop assistant (account executive, commonly referred to as "The Suit") but insist on meeting the maestro himself. If they don't want you to deal with him directly, find another studio as they will probably be handing the job to a freelancer, or the maestro may lack people skills. Freelancers could be good all-rounders but you want the specialist. You need to put your mind at ease that the task will be done properly. You also want a clear line of communication with the maestro.
Question the maestro about his qualifications and any awards or significant achievements. He should have spent at least three to four years at a tertiary education institution in full-time training in graphic design and associated disciplines, followed by at least 10 years of practice in the industry, with a substantial portion of that in visual branding. Assure yourself he has a thorough understanding of typography and brandmarks. Prima donnas are plentiful in this industry, so make sure his ego will not get in the way and there is a rapport between you and his team.
Now show them your recipe (a detailed brief) for your very special cake (brand mark) and ask them if they: a) understand it, b) have the ingredients, c) have the expertise and experience, d) the utensils and oven, and e) will follow the recipe to the letter. You want to get a detailed quote and then decide on specific and critical timelines. This way you will not be ripped off and be surprised by a hastily baked cake resulting in a flop, glossed over with some fancy icing.
Oh, and after you have paid and before you leave the bakery, ask for a receipt (assignment of copyright). You might have to prove ownership of this now sought-after cake on your way home.
Before you get your enterprises' brandmark (logo) designed or redesigned, first read Face your brand! The visual language of branding explained available at faceyourbrand.co.za faceyourbrand.co.za/. It will help you to create the right brandmark, save money and time and, in turn, it could make you thousands of dollars.
Alexander Greyling is the Author of Face your brand! and a top international branding expert. In his eBook he provides indispensable facts and logic for creating a successful visual brandmark through his seven essential elements. This eBook offers amazing value for money and the price is less than half-an-hour of a professional designer's time and takes only a few minutes to download. For a free sample eBook, more information or to order a copy of Face your brand! visit faceyourbrand.co.za faceyourbrand.co.za/.
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