The Santa Barbara Web Design and Marketing Blog

Hiring a Designer: The Critical Details Every Business Owner Needs to Know

As the SB Web Guy, based in Santa Barbara and having spent 30 years helping businesses thrive online and offline, one of the most common—and crucial—questions I get from clients is: “How do I hire the right designer?” More importantly, business owners often overlook what they should expect to receive from their designer. If you’re an entrepreneur, marketer, or small business owner, understanding this step can save you from wasted time, money, and potential legal headaches down the road. In today’s in-depth post, I’m going to unpack the essential considerations around hiring a designer, with a focus on the artwork deliverables, ownership, and licensing. Whether you need a new logo, signage, or assets for business cards, read on to ensure your design investment delivers long-term value.

The First—and Most Overlooked—Question: What Are You Getting?

When you hire a designer, your relationship should not end with just the finished product, like a logo appearing on your website or a business card mockup. You need to clarify exactly what will be delivered when the work is complete.

The difference between simply having artwork and owning your artwork is critical. Think of it this way: hiring someone to paint a mural for your restaurant but only getting a photograph of the mural, not the actual wall painting. It may sound far-fetched, but it happens all the time in design.

Original Art Files: Why You Need Them

During the design process, artists work with complex original files. These are not the exported .jpg or .png files commonly used on the web. Rather, these are typically vector files such as .AI (Adobe Illustrator) or layered files like .PSD (Adobe Photoshop).

But it’s not just about getting these file types. Within these files are often embedded source images, components of the design like stock photos, custom illustrations, or proprietary fonts. When your project is complete, you should receive not only the composite design but also the individual elements used to create it.

Why is this important? Here’s what happens all too often: a business has a logo made, receives a small .png image for their website, and months or years later they want to use that logo for something else—a large banner, a T-shirt, a storefront sign. Suddenly, that tiny file isn’t big enough. It gets blurry or 'blocky' when enlarged, making your business look unprofessional. This is where knowing the difference between bitmap and vector files becomes essential.

Bitmap vs. Vector: The Crux of Scalability

Most business owners don’t realize there are different file types, and that each has a different use case:

- Bitmap (Raster) Images: These include .jpg, .png, .gif, and .tif. They store images as a grid of pixels, which makes them perfect for the web or small print items. However, they lose quality when scaled up; their edges become jagged, and the image looks pixelated.

- Vector Images: Created by programs like Adobe Illustrator, vector files (.ai, .eps, .svg, .pdf) use mathematical equations to represent images. No matter how large or small you make them, they maintain crisp, clean edges. This is crucial when you want your logo on both a business card and a larger-than-life store sign.

As your SB Web Guy, I strongly advise always securing the vector version of your logo and any key brand elements. Even if you don’t have Illustrator or another vector editor now, you’ll thank yourself later. If you ever need to have T-shirts, posters, car wraps, or any printed collateral made, the printer will request these files.

Real-life Cautionary Tales

Let me share a couple of true stories from my consulting practice:

The Watermarked Logo Fiasco

Not long ago, a client asked my agency for help creating signage for his business. He provided a logo he’d previously had designed, but when we opened it, we discovered a faint watermark: the original designer’s name, lightly overlaid on the image. This watermark isn’t just unprofessional; it’s a reminder that the customer never really received his own artwork. He only got a preview or proof, not the real deal.

This meant the logo couldn’t be used for its intended purpose. He hired us to recreate it (doubling his investment in the same artwork), and still had to track down the licensing and usage rights for any images involved.

The $10,000 Stock Photo Lawsuit

Another incident involved a restaurant that had used a beautiful image of a dish on their menu and website—a photo sourced online without proper licensing. Months later, the owner received a letter demanding $10,000 in damages for unauthorized use. The heartbreaking part? The dish being photographed was something they could have cooked and photographed themselves for just a couple of dollars.

In both cases, the core issue was the same: the client did not own the original art or have records of all elements that went into it. That made them vulnerable to further expenses, delays, and even legal action.

Understanding & Asserting Ownership: The Must-have Deliverables List

So what should you, as a savvy business owner, expect to receive from your designer? Here’s a checklist:

1. All Final Exported Artwork

Get high-quality, web-ready versions and print-ready versions of your design. This typically means .jpg and .png files in multiple sizes and color formats (RGB for web, CMYK for print).

2. All Original Source Files

Request the raw, layered design files in their native formats: .AI or .EPS for vector work, .PSD for Photoshop. These files allow any designer (now or in the future) to edit the components, adapt the size, or re-purpose the image as your business needs change.

3. All Individual Assets

If your design includes stock photography, custom illustrations, or licensed fonts, make sure you receive originals or appropriate access. This ensures you can re-use, modify, or expand on the design without running into licensing problems.

4. A Documented List of All Stock or Licensed Elements

Reputable designers know the importance of tracking all external assets, especially anything under license or with usage restrictions. They should provide you with:

- Proof of purchase or usage rights for stock photos and fonts

- A summary of what each license allows (e.g., unlimited print use, web use, etc.)

5. The Rights of Ownership, in Writing

Make sure your contract or work agreement states that you become the owner (or have an unlimited, exclusive license) to all artwork created for you once you’ve paid in full. Some designers retain rights or may charge extra for source files. Be extremely clear up front: state explicitly that you want the vector and original files upon completion.

Why These Details Matter: Planning for the Future

Even if you don’t understand all the technical details now, holding onto these files is insurance for the future.

- Technology Changes: What you use your logo for today may expand tomorrow. The platforms you market on may demand new formats or sizes you didn’t anticipate—QR codes on packaging, animated versions for video, cut vinyl for vehicles, etc.

- Ownership Confers Flexibility: If you switch designers in a year, or a decade, you aren’t locked into your original creator. Any skilled professional can work from your original files, saving hours of rework and unnecessary expenses.

- Reduces Legal Liability: If you ever need to prove that your images, logos, or marketing assets are legitimately licensed (and not swiped from the web), you’ll have documentation ready.

How to Talk to Your Designer

Many designers work primarily with digital art and assume clients understand these nuances—or don’t bother to clarify. If you walk in with this checklist and clearly state your expectations, you’ll set yourself up as a professional client, and likely get better results.

Here’s an example of what to say:

> Hi [Designer],

> As part of our agreement, I’d like to receive all completed artwork files as well as the original, layered/source files and all assets used (including stock images or fonts).

>

> I’ll also need copies of any licenses or purchase documentation for those assets.

>

> Please confirm that I will have full ownership and usage rights for all design work, source files, and included media upon final payment.

Making these requests up front prevents confusion, saves time, and ensures your investment delivers maximum value.

What If Your Designer Pushes Back?

Some designers are hesitant to share source files—they may see them as intellectual property, or worry you’ll take the files to another provider. This is negotiable, but you can— and should—insist on owning assets that are essential to your brand identity (especially logos and key visuals). If a designer is unwilling, consider it a red flag and continue your search. Remember—you are building your brand for the long-term.

Summary: Key Takeaways

- Never settle for just jpg or png images: Always request the original source files (vector for logos and print).

- Be clear about what you’ll receive, and ask for proofs of licensing (especially for any photos or commercial-use fonts).

- Put it in writing: Include deliverables and usage rights in your contract.

- Keep a secure archive: Store your artwork and documentation in safe, easily accessible places—both physically and in the cloud.

- Stay vigilant about copyright issues: Even an innocent mistake, like using a random web image, can have costly consequences.

Final Thoughts

As your Santa Barbara Web Guy, I’ve spent decades helping individuals and organizations avoid costly mistakes—and maximize their design investment. The single most powerful move you can make is to ensure you not only receive a finished product but also the source, the substance, and the rights to everything you pay for.

If you have questions about specific files, need advice on working with designers, or want a consult about your current artwork situation, drop your comments below. Your business deserves to look its best—and to own its brand for years to come.

Thank you and see you next time!