A short list of the right questions, asked before you sign anything, filters out most of the bad hires before they happen.
About the process
- "How many concepts will I see, and how were they different from each other?" Tests whether you'll get genuinely distinct directions or minor color variations of one idea.
- "How many revision rounds are included?" Unlimited revisions sounds generous but often signals a lack of process — a defined number (two to three) usually produces a tighter result faster.
- "What's your typical timeline?" Answers under a few days for a full identity are a red flag; there's rarely enough time for real strategy work in that window.
About ownership and files
- "What files will I receive at the end?" You want to hear vector formats (AI/EPS/SVG) mentioned, not just a PNG.
- "Do I own full copyright once I pay?" This should be a confident, immediate "yes," ideally backed by a written contract clause.
About originality
- "How do you make sure my logo doesn't resemble an existing brand?" A thoughtful answer here suggests real design process; a shrug suggests templates.
The short version
Ask about concept variety, revision structure, timeline, file delivery, ownership, and originality checks. A designer worth hiring will answer all of these clearly and specifically, without hesitation.