A logo or a complete visual identity?

A logo identifies a business, while a visual identity also defines how elements such as colors, typography, and imagery are used. The choice depends on whether you need one identifying mark or a consistent way to present the company across channels.

Find out where the identity will be used

List websites, quotes, presentations, social posts, signage, and other common uses. Note what works in the current identity and where it becomes unclear. If the logo works but every presentation looks different, guidelines and templates may be what you need.

Tell the designer about the audience, the impression the business wants to create, and practical constraints. A color preference alone does not explain the assignment’s purpose.

Ask for itemized deliverables

For a logo project, ask about versions, file formats, and usage instructions. For a broader identity, check color specifications, typefaces, imagery, and agreed applications. Clarify licenses and usage rights for fonts and other materials.

Agree on the number of proposals and feedback rounds. Ask whether the price includes building usable presentation or publication templates or only designing how they should look.

Test it in everyday work

Assess the proposal in real settings: a small web view, a black-and-white printout, and with your company’s own content. An impressive presentation image alone does not show how easy the identity will be to use.

At handover, ask for the agreed editable files and a short walkthrough. A good design brief helps define the scope. A successful identity is recognizable and practical even when your own employee creates the next piece of material.