Short answer Before hiring a logo designer, ask about their process, the file formats you’ll receive, how many concepts and revisions are included, whether you can see logos of theirs in real use, and what they need from you to start. Then ask what happens if you’re not happy, and get the answer in writing.
Why a portfolio isn’t enough
Hiring a logo designer looks simple: find a portfolio you like, pay, get a logo. In practice, a nice portfolio tells you little about how the project will actually go. There’s plenty of real talent out there, and plenty of people who’ve just discovered Canva and call themselves brand designers.
A few questions upfront save you time, money and a logo that doesn’t work for your business.
The five questions, plus a bonus.
1. “What’s your design process?”
This is the most revealing question you can ask. A professional will describe a clear process: understanding your business, researching your market, developing concepts, refining them and delivering the final files. They’ll talk about your audience and positioning before they talk about how it’ll look.
A weaker answer sounds like “I’ll send you some options by Friday”: no questions, no research, just decoration.
If a designer can’t explain their process clearly, treat that as a warning. The process is what separates a logo that works for your business from a pretty picture.
2. “What file formats will I receive?”
This one quickly separates professionals from amateurs. You should receive vector files (SVG, AI, EPS or PDF), high-resolution PNGs with a transparent background, the editable source file, and versions for different uses such as one-colour and white-on-dark.
If the answer is “I’ll send you a JPEG”, walk away. A single JPEG goes blurry as soon as you enlarge it and can’t be used properly for print or signage. Knowing which logo file formats you actually need lets you hold any designer to account.
3. “How many concepts and revisions are included?”
There’s no single right answer, but you need to know what you’re getting before you pay. Some designers present two or three concepts with a set number of revision rounds. Others present one strong direction and refine it.
What matters is clarity. Ask how revisions work in practice: what counts as a revision, how quickly they come back, and whether “unlimited” has conditions. Be wary of anyone who charges for every small tweak after delivery. Minor adjustments should be part of the job, not an extra.
Revisions also work much better when your feedback is specific. Our guide on how to give feedback to a logo designer shows how.
4. “Can you show me logos of yours that are in real use?”
Portfolio pieces are one thing; logos used by real businesses are another. Ask to see their work in context: on websites, packaging, signage and social profiles. That tells you whether the designer creates logos that work in practice, not just in a polished mockup.
If every piece is shown on a trendy mockup and you can’t find a single one in use, be cautious. Logo design is commercial design. It has to hold up at 16 pixels, the usual favicon size, in one colour and on a dark background, not just in a case study.
It’s also worth understanding how freelancers compare with design services and agencies, because each option answers these questions differently.
5. “What do you need from me to get started?”
A good designer asks you thoughtful questions before they start. They want to understand your business, audience, competitors and goals, and to see logos you like and, just as importantly, logos you don’t.
If the answer is “just send me your business name”, that’s a problem. It means they’ll design without context, and a logo without context is just a graphic.
The more a designer asks upfront, the better the result tends to be. If you want to arrive prepared, use our logo design brief template.
Bonus: “What happens if I’m not happy?”
Not every project goes perfectly. Ask about their satisfaction policy. Do they offer a money-back guarantee? Will they rethink the direction if it’s completely off? What does “done” mean to them?
Clear expectations prevent awkward situations. Get the answer in writing before any money changes hands.
FAQ
What files should a logo designer give you?
You should receive vector files (SVG, AI, EPS or PDF), high-resolution PNGs with a transparent background, the editable source file and versions such as one-colour and white-on-dark. If a designer only offers a JPEG, walk away.
How many revisions should a logo designer include?
There’s no single right answer, but you should know before you pay. Ask what counts as a revision, how quickly they come back and whether “unlimited” has conditions, and be wary of anyone who charges for every small tweak.
How can I tell if a logo designer is any good?
Ask them to explain their process. A professional will talk about understanding your business, researching your market, developing and refining concepts, and will discuss your audience and positioning before how the logo will look.
What if I don’t like the logo my designer creates?
Ask about their satisfaction policy before you hire: whether they offer a money-back guarantee and whether they will rethink the direction if it’s completely off. Get the answer in writing before any money changes hands.
The bottom line
A logo designer is an investment in your brand. The right questions help you find someone who delivers real value, not just a nice-looking file you can’t use.
If vetting designers yourself feels like too much, Logomint answers these questions upfront: a defined process with a short brief, a senior designer matched to your project, concepts in 48 hours, vector, print and source files on every plan, revisions included and a 100% money-back guarantee. See the plans, from €129.
