MultiHub Forum

I'm rebranding my small consulting firm and have hired a freelance designer to create a new logo. We've gone through three rounds of revisions, and while the technical execution is good, the concepts still feel generic and don't capture the collaborative, strategic nature of my work. I'm struggling to give more useful feedback beyond "I'll know it when I see it." For those who have been through a logo design process, what questions did you ask yourself or your designer to clarify the brand's personality, and how did you effectively communicate that intangible feeling into concrete visual direction?

Great move. Start with a tight design brief: pick 6–8 adjectives that describe the brand voice, define the core audience, and state the single feeling the logo should evoke. Alongside, build a 1-page mood board with logos you like and hate to anchor the designer's direction.