Hiring a logo designer is a big step, isn’t it? You’re investing in how the world will see your business, so of course you want to get it right. But here’s the thing… a logo doesn’t just appear out of thin air. Even the best designer in the world can’t cook up the perfect design without a little help from you.
That’s where feedback comes in. Your thoughts, reactions, and insights are what shape the project. Without them, things can stall… or worse, you could end up with something that doesn’t click with your audience.
But with clear, constructive feedback, the process becomes a real collaboration. You bring your knowledge of your business, your customers, and your goals. Your designer brings their creativity, experience, and problem-solving skills. Together, you can create something that not only looks beautiful but also works hard for your brand.
Think of it this way: you know your business better than anyone else, and your designer knows how to translate that knowledge into visuals that communicate with impact. When both sides contribute effectively, that’s when the magic happens.
To make sure the process runs smoothly (and to save you from the usual frustrations and back-and-forths), I’ve put together this guide on how to give feedback that really helps your designer do their best work.
Good Feedback vs. Not-So-Good Feedback
Not all feedback is equal. Some feedback is helpful and moves the project forward, while other types can slow things down, confuse the process and cause frustration. Let’s look at both sides.
What Good Feedback Looks Like
- Be honest
Designers need to know if something isn’t working. If you don’t like a design, say so early. It’s far better to address issues at the start than to realise weeks later that things have gone off-track. - Be specific
Vague feedback like “I don’t like it” isn’t actionable. Try instead:- “The font feels too formal for our audience.”
- “The colour scheme feels too cold; we want something warmer.”
- “The symbol looks too similar to a competitor’s logo.”
The more precise your feedback, the easier it is for the designer to make changes that align with your vision.
- Ask why
Designers rarely make choices by accident. If you’re unsure why a certain colour, shape, or layout was chosen, ask! Understanding the reasoning can completely change how you see the design. For example, a designer may have chosen blue not just because it “looks nice,” but because it conveys trust and professionalism, qualities that matter for your industry. - Tie it back to your goals
Feedback should always relate to the bigger picture. Instead of focusing purely on personal taste (“I just don’t like orange”), connect your thoughts to your business goals (the logo design brief should cover this): “Our goal is to appeal to young, creative professionals, and orange feels too corporate.” - Think about your audience
A logo isn’t for you, it’s for your customers. Try to put yourself in their shoes. Ask:- Will this appeal to them?
- Will it make them feel confident in our brand?
- Will it stand out to the right people?
Keeping your audience in mind helps ensure the final design is effective in the real world.
What Not-So-Good Feedback Looks Like
Just as good feedback moves the project forward, certain types of feedback can derail it. Here are some common pitfalls to avoid:
- Involving too many people
It can be tempting to ask friends, family, and colleagues what they think of a design. But when you get too many voices involved, you’ll almost always end up with conflicting opinions. Design by committee usually waters down strong ideas. Instead, trust your instincts and the expertise of your designer. - Taking it personally
If a design doesn’t hit the mark, it’s not a reflection on you or your business. It just means we need to refine the direction. Similarly, if a designer challenges your feedback, it’s not because they don’t value your input, it’s because they’re keeping your goals and audience in mind. - Redoing the work yourself
Sometimes clients feel tempted to sketch new ideas, create them with AI, or digitally edit a logo to show what they mean. While well-intentioned, this can create confusion. A clear explanation of what isn’t working (and why) is far more useful. - Prescribing fixes
Saying “make the font smaller” or “change it to blue” skips over the real problem. Instead, explain what’s not working: “The font feels too heavy” or “This colour doesn’t feel welcoming.” That way, the designer can propose solutions that draw on their training and experience.
Practical Examples of Helpful Feedback
To make this clearer, here are two side-by-side examples:
- Unhelpful: “I don’t like it. Can you just make it more modern?”
- Helpful: “The serif font feels a little old-fashioned for our audience. We’d like something more contemporary to reflect our forward-thinking brand.”
Or another one:
- Unhelpful: “Can you just make it green?”
- Helpful: “The blue feels too corporate. We’d love something fresher and more vibrant to appeal to younger customers. Maybe green or a similar lively colour.”
See the difference? The second example gives context, direction, and keeps the focus on your goals and audience.
Building Trust in the Design Process
It’s worth remembering that good feedback doesn’t mean micromanaging every aspect of the process. Part of working with a logo designer is trust. Designers are problem-solvers. When you give them clear input about what’s working and what’s not, you allow them to bring their creativity and expertise to the table.
If you prescribe every change, you risk missing out on stronger, more creative solutions. But when you share the problem, the designer can deliver the best solution.
Final Thoughts: Making the Most of Your Collaboration
Providing effective feedback to a logo designer is about more than just saying what you like or don’t like. It’s about open communication, clear reasoning, and keeping your goals and audience at the heart of the project.
When you:
- are honest and specific,
- tie your feedback to your goals,
- focus on your audience, and
- avoid common pitfalls like design by committee…
…you make the design process smoother, more enjoyable, and more successful.
At the end of the day, the real magic happens when your knowledge of your business comes together with a designer’s creativity. It’s a partnership. When you work side by side, you’ll end up with a logo that not only looks great but also tells your brand’s story in a way your audience will connect with and remember.
And if you’re on the hunt for a designer who’ll guide you through that process, collaborate with you every step of the way, and make it an enjoyable experience, I’d love to help. I’m Ian, also known as Logo Geek. Feel free to get in touch and let’s chat about your project.