When you look for someone to create your logo, you come across profiles that call themselves graphic designers, designers or art directors. The three professions overlap, but they don't cover the same missions.

The graphic designer

The graphic designer creates visual communication materials: logos, identities, posters, brochures, packaging, layouts. They work on form in the service of a message. This is the profile most direct for a logo. In everyday use, "graphic designer" and "graphic artist" are often used for the same practice.

The designer

The word "designer" is wider and depends on the field: graphic design, interface design (UX/UI, for websites and apps), product, space or service design. Without further detail, it doesn't say whether graphic work is involved. An interface designer doesn't necessarily draw logos, just as a product designer doesn't design visual identities.

The art director

The art director (AD) defines the visual direction of a project, a campaign or a brand, and ensures its consistency. They often work in an agency or studio, surrounded by graphic designers, illustrators and photographers. Their role is to frame, choose and supervise rather than produce every element.

And other profiles?

  • The illustrator: creates illustrations. A logo answers different constraints (simplicity, legibility at small sizes, versions).
  • The web designer / UI designer: designs the interfaces of websites and apps.
  • The motion designer: animates visual elements.

Who to choose to create a logo

  • A graphic designer, preferably specialising in visual identity, for a logo or an identity.
  • An agency with an art director when several materials, brands or contributors have to stay consistent on a large project. See freelance designer vs agency (in French).
  • An interface designer if the need is mainly a website or an app rather than the logo.

In every case, look at the portfolio: titles aren't standardised, but the quality and relevance of past projects are. To go on, read how to choose and hire a designer for your logo (in French).

Frequently asked questions about the visual professions

Can an illustrator create a logo?
They can, but illustration and logo answer different constraints: a logo must stay simple, legible small and be adapted into several versions. Check in their portfolio that they have already handled logos.

Do you need an art director for a small logo project?
Rarely. For a logo or the identity of a small business, a graphic designer is enough. An art director becomes useful when several materials and contributors have to stay consistent.

More questions about logo design

How Do You Compare Several Logo Design Quotes?
Compare quotes line by line (deliverables, revisions, rights, files, deadlines, payment) rather than on price alone. Read the article →

How Many Proposals and Revisions Should You Expect for a Logo?
It varies by offer, often with two to three rounds of revisions: a precise brief and argued feedback stop you using them all up. Read the article →

What Should You Do If the Logo You Received Doesn't Suit You?
Name exactly what bothers you, compare with the brief, use your revisions, then look at the remedies if the disagreement persists. Read the article →

Should You Entrust Your Logo to a Friend or a Professional?
A friend can suit you if they have the method and the right files, and if a written framework protects the rights and the relationship. Read the article →

What Common Mistakes Should Be Avoided When Creating a Logo?
The most frequent mistakes: unnecessary complexity, lack of originality, poor readability at small sizes, and no vector files. Read the article →

What File Formats Should I Request for a Logo So I Can Use It Across Different Materials?
A professional logo should be delivered as a vector file (SVG, PDF, EPS) for print, plus PNG and JPG exports for the web. Read the article →

How Can a Logo Strengthen a Small Business's Brand Image?
A good logo gives a small business instant credibility and consistency across all its materials, often before the first customer contact. Read the article →

See all questions about logo design →

My take as a designer

I describe myself as a graphic designer, because that is what I do: design logos and identities. Clients rarely care about the title; they want to know whether I can handle their need. It is the portfolio that answers that question, not the title.

A title describes a profession; a portfolio proves a skill.

To sum up

The graphic designer creates visual materials, the designer has a wider scope, the art director leads the visual direction.

For a logo or an identity, a specialised graphic designer is the most direct profile.

Judge the portfolio more than the title, which varies from one professional to another.