First and foremost, you need to be clear on what you intend to convey with your logo design. No designer can know the ins and outs of every business. So it is important that you know exactly what your design needs to communicate and to whom. This way you can:

• find the right designer
• give your designer clear instructions

The second step is to ascertain the “personality” of the logo design company. You could send a few emails or make a phone call to find out if they are:

• responsive
• willing to listen to your suggestions
• willing to do revisions
• experienced
• enthusiastic about working with you

Once you start wading through the logo portfolios remember that you're not only looking for good graphics and what looks appealing. You need to evaluate whether the work answers the specific briefs give by previous clients. It is no use choosing a designer based on graphics that are easy on the eyes, yet they don't meet the client's needs.

Ask yourself if the logo portfolio shows an understanding of color psychology. Our brains are hardwired to subconsciously respond to color. It opens up an additional communication channel, allowing you to send subliminal messages to your potential customers. For example, an elegant, plain black logo may be perfect for a high-end designer store, but detrimental to children's toy store!

Check whether the designs are memorable. Do they stand out from the crowd? You don't want your logo be similar to that of your competition. An good example of an industry where memorability has been excellently executed is the IT industry. Think of IBM, Apple, Acer, Compaq, Microsoft. They are all competitors, but their logos all stand out from the crowd, are very memorable and immediately recognizable.

Consider the use of lines and shapes. Do the different designs have a variety of these? Lines can be curly and wavy or they can be sharp and straight. They can be thick or thin. Lines can be used to create flow and direct the eyes of your audience to an important symbol or to your company name. Shapes evoke meaning. For example, a circle usually sends a message of eternity and continuity. A square can mean stability. So as you can see, lines and shapes are not just for decoration, but an important factor in conveying your message. It is important that you see an ability to use them effectively in the logo portfolios you evaluate.

Also look for industry flexibility. Has the design company worked for a wide variety of clients? If they have, they will more than likely be comfortable designing a logo for your unique business.

Your logo is one of the most important tools for communicating with your target market. So it is critical that you get it right. When browsing logo portfolios, make sure you evaluate them thoroughly so that you end up with the best possible designer to design your logo.