I've been meaning to write this post for a very long time because it seems like there is a lot of miscommunication in this industry between designers and clients.

Let me start by saying, there is a whole spectrum of different types of designers in this world with a whole range of different pricing, services and educational backgrounds.

Not every art school has a Creative Business class, AND a lot of designers that did not go to art school are self-taught.

Even though I had a great education and took a creative business class (thank you professor Weiman), I’m not perfect and I still had to learn some of this information the hard way…

This post is so highly important because honestly…a lot of designers are not educated on the business aspect of this industry, and this is completely understandable! After all, we're creatives! We don't want to be bothered with the nitty-gritty of contracts and all that bologna we just want to create pretty graphics.

As designers, it's our job to educate our clients even though it can seem like a very repetitive and daunting task.

So let’s start a conversation and lay all of the cards out on the table…

Consider the following BEFORE hiring a graphic designer:

1.) You do not own the copyrights to your logo

Design is a product as well as a service. What does this mean? It means 2 crucial things...

A.) Depending on which state you're in, your graphic designer should not be charging tax on your product or service since this is considered a digital product.

Make sure to look this up on your end and if your designer is charging you tax, I would question it or double-check the state laws.

B.) Even though you are paying your designer to design a logo for you the copyrights of the logo belong to the designer...

I'll say this again....

Even though you are paying your designer to design a logo for you the copyrights of the logo belong to the designer...

Why?

“Since 1989, U.S. copyright law automatically protects original artwork from the moment of its creation even without inscribing a copyright notice.”

— Graphic Artist's Guild Handbook Pricing & Ethical Guidelines / Edition 12 by Artist's Guild Graphic

This means if the designer created it then they own it for life. The designer needs to transfer full copyrights of the design over to you so that it is your design and yours only.

Back in the day, it was the industry standard for the designer to never fully pass over the rights of their designs. If a client needed their logo put on a t-shirt, the designer would do it and then charge the client, and never giving them the design files.

The designer would hold onto the rights so that the client would need to continuously come back to them if they ever needed their logo on anything.

The price you are paying may be for the service ONLY. Make sure you clarify in the beginning that the copyrights will not be an additional cost after the project is completed.

SOME designers will charge extra for the copyrights of the logo after the project is completed because TECHNICALLY they own the copyrights.

In my contract I state that full copyrights are automatically transferred to the client once the final payment for the project has been made.

2.) Do you have a low budget or a high budget?

Most low budget designers… are low quality designers. You get what you pay for.

If you're looking “just to get the job done” there are plenty of graphic designers out there that you can hire on Craigslist, or Fiverr but if you're looking for high-quality design… I hate to say it but it’s going to cost more.

Keep in mind, sometimes low-budget designers will "repurpose" things from the internet which could risk you running into copyright infringement. Have a conversation and make sure your designer understands that you want a completely original design.

There are many ways to avoid this, and a "high budget" or "expensive" designer should take the necessary steps to understand your "vision" and make sure you’re on the same page before jumping into the design.

Communication is key! You want an overly communicative designer.

If you're running on a low budget, do you have an idea in mind of what you want?

If your running on a low-budget - its understandable that you won't be able to get multiple concepts and multiple rounds of revisions because that will take the designer more time to complete. More time for the designer means more of your money in their pocket.

Try to get an idea in your head before you come to your designer. This will eliminate a lot of back and forth and a lot of money and time wasted.

Since design can go in a million directions, do you expect them to guess what you want on the first round of design?

Obviously having a higher budget for your designer will give you more logo options and more rounds of revisions.

3.) Does their “style of design” resonate with you?

Always make sure the designer’s work/portfolio resonates with you. If you like the style of design they've done on previous projects, then you will most likely be happy with the end results of your project.

Surprisingly, I have heard a few cases where the client was expecting it to be like the designer’s work but it turned out different.

In this case…get specific on what you want, show visual examples to the designer and have it in writing.

Specifically mention which projects you like the best and tell your designer. Use descriptive adjectives when explaining.

For example:

I like how "light and airy" this design is and how it uses a lot of “negative space”. I do not like “warm earthy colors” but more “cool blues and grey’s”. The left side of the logo feels too “harsh” can we add a “softer, hand-drawn” feel?

4.) Review the designers contract

The following are important topics that should be addressed in the contract:

A.) Rates - if the project is hourly or a flat rate.

B.) Copyrights - as discussed before, make sure they are transferred to you after project completion. I have it in my contract that all copyrights are transferred after the final payment has been received.

C.) Schedule - this does not need to be an exact timeline but you should ay least know the designer's hours of operation and what the typical turnaround time per revision will be.

D.) Deliverables - This should be in the quote or the contract and should list out specific design deliverables that you understand you are paying for and what the designer is delivering to you. Primary and secondary logo, 4-5 colors for the color palette, 4-5 patterns, a business card, a facebook cover image, an instagram icon, etc - GET SPECIFIC!

E.) Force Majeure - unforeseeable circumstances that prevent someone from fulfilling a contract. It's smart to know this in case you paid money upfront and something happens, will you be getting your money back?

5.) Do you need a Brand design? Or a one-off design?

Paying a low-cost designer to do a logo here and maybe a poster there could potentially ruin your brand image.

Why?

Your brand needs to be thought of holistically. A design that looks good on a package may not work as well on the web. Or a design element that was used on the poster doesn’t match the logo.

It's important to define the color palette, style, texture, photography, etc. in the beginning so that everything you create uses the same design formula and will remain consistent.

How will people remember your brand if the design always looks different?

Great brand design is more than just a logo. It goes much deeper than that. A brand is a feeling or a memory. It’s how the customer remembers you through visuals, communication, and experience. That’s why investing in a high-quality brand identity is an imperative step for a successful brand/business.

My advice to you is to never underestimate the power of fantastic visual branding and great design, hire an expert to think about all of the puzzle pieces before trying to put everything together.

There are a lot of elements you need to think about while building your business and having a knowledgeable brand designer is an essential asset to your success.

6.) A professional designer is more than just a designer

“Today we need more. The modern designer needs to be a diplomat, a business thinker, a researcher, an aesthete, an ethicist, an innovator—in fact, a polymath.
— Adrian Shaughnessy, How To Be A Graphic Designer Without Losing Your Soul

A good designer should be well versed in all aspects of art, design, and marketing. Look for these factors when looking at their work and ask them questions.

Some examples:

“How did you come up with the concept for this brand?”

(sometimes a designer just does what they are told to do by the client. A good designer is a conceptual thinker and the client goes to them trusting that they will deliver something great).

What was your favorite part of designing this brand design and why?

If the designer sounds passionate when they are talking to you then you know they deeply care about the design/branding process.

7.) Hiring a designer is like entering a relationship

There needs to be trust, understanding and constant communication between the two of you.

You're going to be working with your designer a lot so make sure you understand each other's wants and needs.

Also - Design is a semi-collaborative process! You also cannot expect your designer to read your mind! We’re going to need feedback from you and we’re going to ask you a lot of questions to fully understand what you expect.

Some designers are only available to take calls for two hours each day and maybe that doesn’t work for you.

Each person (designer and client) should list out their wants and needs before starting work with one another to avoid any miscommunication throughout the design process.

AFTER design is complete

1.) You must purchase any fonts and/or stock photography

It’s not solely the designers responsibility to purchase fonts and stock photography. Legally, the company and/or organization using the fonts may also need to purchase them.

If you (the client) will be creating more graphics or editing the work your designer has done, you (the client) need to have the font installed to edit the design, and will need your own license to the fonts.

If your designer is creating graphics or documents that are rasterized, such as a PDF, JPEG, or PNG you will not need to purchase the fonts.

Some fonts are free for commercial use, but if they’re not, they need to be purchased.

This is a common misconception. A lot of my clients ask if I can send them fonts and I always need to clarify how the licensing works.

2.) Hire a creative IP lawyer to properly trademark your logo

If your logo gets stolen, that can be an issue. It’s best to avoid this by making sure your logo is properly trademarked.

Of course, I’m not a lawyer but I do know that added protection is always good.

I suggest getting in touch with a lawyer that can help (don’t register online, talk to someone that can answer all your questions):

3.) Get your brand guidelines

Do you like what your designer has created so far? Ask them for the color codes and fonts, so next time you design something else, you have what you need for a consistent brand.

You don’t want to be using different colors and fonts the whole time. Every time you go to a designer, t-shirt maker, printer, web designer, etc… they should have your Pantone/hex colors, fonts and proper logos.

Conclusion

This is all a lot of information to think about and process. Like I said before, I learned most of this the hard way and this post is not meant to “scare you away” from working with a designer but more so educate you on what you should know.

Design is a weird weird world, I’m still shocked by a lot of what I learn half the time.

If you have any questions, feel free to get in touch with me.

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