Ten things to know before hiring a brand designer

Quick summary

Most of the disappointment with a design project does not come from poor execution, but from mismatched expectations from the beginning. Below are ten things to know before you sign a contract with any studio, including Sinh Vũ.

Ten things you should know beforehand

1. Strategy comes before design. Color, typography, and imagery only serve a purpose when grounded in a clear strategy. Skipping this step often leads to a beautiful identity that lacks impact, requiring a redo.

2. A logo is not a brand. A logo is a mark of recognition. A brand is perception, behavior, and experience. You are purchasing a system, not just an image.

3. Design is problem-solving, not decoration. A beautiful design that does not function or lead to action is not a good design.

4. A proposal with solid reasoning is worth much more than many samples to choose from. Presenting multiple samples shifts the decision-making responsibility back to you and can easily lead to designs being swayed by taste rather than strategy.

5. Fast, cheap, and good: you can only choose two. Fast and cheap often compromise quality. Knowing which two you prioritize helps keep the conversation honest from the start.

6. The identity guidelines are a map, not a procedure. Consistency increases the value of the brand over time; neglecting the guidelines leads to marketing budgets leaking into rework.

7. Rebranding needs a real reason, not just because the boss is bored. Changing the identity amplifies reality rather than concealing it. If the foundation is not solid, the new identity only shines a light on the cracks.

8. Do not copy competitors. Looking and sounding like competitors leads customers to default to choosing based on price. Differentiation comes from understanding customers, not from watching competitors.

9. Revisions are part of the process, but boundaries are necessary. Iterating to improve is normal. What should be avoided is unlimited revisions without scope, causing the project to expand in both time and cost.

10. Who is actually working on your project. In many places, the presenter of the project and the executors are two different teams. Working directly with the decision-makers helps maintain the vision from start to finish.

At Sinh Vũ, the person reviewing your brief is the one doing the work. The ten points above are not meant to intimidate, but to ensure that you and Sinh Vũ enter the project with the same expectations.

References

Insights from industry practices: Marty Neumeier, The Brand Gap · Chris Do, The Futur · principles from international studio processes.

Frequently asked questions

Does Sinh Vũ need me to prepare a brief before we meet?

You do not need a complete brief right from the start. However, you should prepare three things: a short description of your business, your target audience, and specific expectations for the results. The clearer these three points are, the more substantive the first conversation will be, rather than wasting time starting from scratch.

How long does a brand design project usually take?

The timeline depends on the scope. A basic identity set can be completed in six to ten weeks, while a full brand system typically takes three to five months. The most time-consuming part is the rounds of feedback and internal decisions from you, rather than the drawing phase. Any studio that commits to a timeline without asking about your internal approval process is likely underestimating.

How do I know if the studio understands my industry?

You can ask directly: has the studio worked in a similar industry before, and if not, what is their process for researching the industry? Industry experience helps shorten the time, but it is not a requirement, as a studio with a good research method can still produce sharp results in a new industry. What is more concerning is if the studio does not ask any questions about your industry after receiving the brief.