Logo Design Companies

How We Choose the Best Logo Design Companies

A Step-by-Step Evaluation Methodology

Knowing the details of our customized evaluation methodology will provide context behind our rankings. To begin with, we considered each agency’s previous work and the processes they adhere to. Then, we assessed the team’s skill set, the overall customer satisfaction, and their pricing. As you’ll see, we’ve gone into detail within the main categories we explored to make sure you choose the best logo design firm for your needs:

The Website

First things first, we visit the agency’s website and check for recent activity. If they don’t update their site regularly, the agency might be dead in the water. Once we see that they’re active, we move onto the next step: checking how long they’ve been in the industry. Agencies that have been around for several years instill trust in regards to their experience.

Next, we scout the portfolio of each logo designer. We aren’t just looking for the brands they’ve worked with. We want to see the actual work, the aesthetics and versatility, and the result it produced for the client. 

We also consider the types of logos they’ve created. Each type gives a different feel; therefore different businesses will need different types of logos, and we want to make sure that the agencies listed here are proficient in delivering that. Here are the six types of logos we expect logo design companies to offer:

Pictorial Logos

Pictorial logos are emblematic icons that are instantly recognizable. Since they typically include only an image, it might be tricky for new companies to use this type of logo before they build strong brand recognition.

Abstract Logos

Abstract logos are a specific type of pictorial logo involving an abstract form that represents the business. Think Airbnb and Adidas. They work similarly like pictorial logos, but instead of using a recognizable icon or a specific image, they use abstract forms that represent something unique to your brand.

Lettermark Logos

Almost all logo design firms offer this type of logo. Also known as monogram logos, lettermarks usually consist of the initials of brands with longer names. This type of logo is characterized by simplicity, and it must be in accordance with the company’s theme yet also fully legible across marketing material and branding.

Logotypes

Logotypes are typography-based logos focused on the brand’s name. They work great for enhancing brand recognition for companies with an unusual name. A distinctive and appealing font will surely catch your potential customers’ attention. 

Mascot Logos

These designer logos are built around an illustrated character that represents your company and, in a way, is your business ambassador. These logos are colorful, fun, and a great choice if your target is families or children.

Combination Mark Logos

Combination mark logos incorporate images and words into the design. There are a variety of ways to combine words with an icon or mascot and reinforce your brand. It’s a great option for new companies who want to create a distinct image and build up to just a pictorial logo.

The Team’s Skillset

When choosing the best logo design agencies, we prioritize the companies whose team offers a versatile skill set. We gather this information through the special interviews we conduct with team members or from their past clients’ experiences. Specifically, we consider the following:

Research Capabilities

Understanding the industry is the staple of every good project. During our evaluation, it was important that the companies listed here take research seriously. We checked whether they conduct briefing meetings with clients and if they use a branding questionnaire. These two tactics are crucial to good logo design as they enable the designer to gain insight into the competition, their strengths and weaknesses, and determine how the client can stand out.

Clear Communication

Efficient communication is a must. More often than not, clients don’t know exactly what they want. So the ability to foster an effective back-and-forth can make or break a project. By asking the right questions, the best logo designer should be able to learn the client’s wishes and ideas. At the same time, they should be able to explain the processes involved in logo design and inform the client about the nuances of the design. All of this together makes it easier to work toward the right design compromises. We also look for agencies that take calls, conduct briefs, and love to chat online.

Creativity

This is a basic requirement you should expect from all the top logo designers. Creative minds generate innovative ideas, which is why we always tap the creative potential of all the agencies we evaluate. We look favorably on companies that deliver fresh and catchy ideas, successfully play with fonts and colors, balance artistry and audience appeal, and have attention to detail.

Technology

Another important thing we consider while evaluating the team’s skill set is the tools they use in their process. Using the right tools and programs is crucial to the quality the company delivers in their logo design. We ensure that the companies listed here are comfortable using some of the best software apps, including Adobe Illustrator, Logo Design Studio Pro, CorelDRAW, and LogoJoy.

Strategy

Next, we try to understand the agency’s logo design strategy and whether they follow the most important stages. We want companies that can create a memorable symbol that adds value to a client’s business and helps them stand out in the market. The best logo design companies will have documentation in place that gives us insight into the stages they follow to achieve this.

User Research

A designer should start by gathering insight into their client’s business, goals, and target audience. This data will help them learn what makes the business special and what message it needs to convey to its customers. Also, part of the designer’s job will be to understand where the logo will be used and in what capacity, as well as the client’s preferred style, color schemes, and logo type.  

Market Research

In addition to examining the client and their goals, the logo design agency should collaborate with market research experts to gain a sense of the customer’s vision and what draws their attention. A proper market research also involves looking at the competition and their creative solutions—what they’re doing right and what their weaknesses are.

The Creative Process

This stage starts with brainstorming aimed at making one or more stylistic decisions that align with the company’s branding and marketing needs. Every successful design project begins with a sketch that helps the team develop mood boards which help conceptualize the theme and words. At this point, the logo designers will digitalize the design in monotone black and white colors. This step is important—we favor the agencies that understand a logo needs to look good in any format and output. 

Logo Drafts & Refinement

Once the agency can provide multiple logo options that fit the client’s brand, they should integrate color into the designs and compare the options against each other. Once the logo design company decides on the strongest type of logo for the client, they need to refine it by testing it on different backgrounds, formats, and sizes, as well as in a “real world” setting.

Branding

There’s more to branding than a logo, and most of it’s handled by branding companies. The logo design companies on our list, however, are aware that the logo is a business’s ID. They always have branding in mind when crafting one. Also, they’re agile in developing creative and memorable slogans aligned with the client’s vision to further enhance the branding.

Extras

Some of the companies on our list are skilled in additional services like social media banners, business cards, print ads, and cover photos. Although you could pass this work to the top creative agencies, it’s always beneficial to get multiple things done at once.

Customer Satisfaction

There is no better testament to an agency’s quality than the one provided by its past clients. That’s why, before we finalize our list, we check third-party sites looking for reviews and ratings. By doing so, we gather valuable insight into how the agency handled projects and what the client’s level of satisfaction was. Of course, we favor the logo design firms that have great rankings, but we don’t disregard agencies with a few bad reviews, either. Instead, we use them to get a better understanding of the agency’s weak points and rank them accordingly. 

Pricing Plans & Value for Money

Finally, we check each agency’s pricing plan. The average prices of professional logo design range from $99 to $2,500. The price tag depends on how many designers work on the project, the number of design concepts and revisions, whether there will be advanced file formats, and additional services like business cards and envelopes.

In addition, we made sure to include the agencies that charge by the hour—which is an affordable option for clients that already have an idea of what their logo will look like and don’t need additional branding services. One thing we didn’t compromise on is the value for money. Every agency listed here provides a great value based on the competition average.

Making Sure You Choose the Best Logo Design Agency for Your Business

What to Do Beforehand

Now that you have the details of everything that goes into our background check, it’s time you do your part. Here are the most important things you need to do before you start shortlisting candidates and finally choose the best one for you.

Define Your Budget

Before you start going through the companies that create the kinds of logos that appeal to your business, you need to define your resources. The pricing of logo design varies greatly depending on what’s included. You need to be realistic about the type of service you need according to your budget; otherwise, you might end up partnering up with a firm that’s above your price level. 

Set Clear Goals and Expectations 

Another thing to do before you start searching for a logo design firm is define your goals and expectations. It’s a good idea to think about where you’re going to use the logo. The website is just one place you’ll use it—there are many options like banners, billboards, shirts, and other promotional material. Also, make sure to compile any of the basic elements that are already part of your branding, like approved fonts and color schemes.

Bring Your Own Ideas

You know your brand and vision best; therefore, you should bring your own ideas regarding your logo’s design. Present your color and typography preferences, and specify any details relevant to your branding. Provide as many details as possible, but leave it to the experts to show you the best principles. 

Relevant Industry Experience

Choosing the best logo design company usually comes down to the one that has previous experience in your industry. It will be easier to work with a team that has a greater understanding of your niche, the jargon, and the type of design that resonates best with the audience. 

Consider a Trial Project

When you narrow down your options to three candidates, a great way to choose one is to offer a sample project where they would showcase their talent. Of course, you’ll have to pay for these trials, but it will help ensure you’ve picked the best logo design company for you.