Custom Logo Design

What should a good logo accomplish? First, it helps you get noticed and become memorable. Next, it works with your tagline to define your niche market and/or your competitive edge.

An effective logo should evolve to reflect current technology, style, and consumer preferences. Consider Apple, McDonalds, and AT&T. Each of these companies has updated its logo’s look and feel numerous times. As a result, these companies consistently reflect a modern sensibility.

There are various types of logos your company may need. Variants like having custom illustrated artwork or “logo marks” take a lot more time than a text logo, see below:  

  • Text Logos – Choose from numerous font options and then work with us to customize the fonts with special graphic effects such as textures, gradients, weights, and shadows. Examples of effective text logos include FedEx, Deloitte,, and Oracle. Text logos average around 7-10 hours to create.
  • Logo Modifications Sometimes an outdated logo just needs a few tweaks and minor updates to bring it back to life. Initially, we allocate 10-15 hours to enhance your existing logo based on a thorough review of your brand identity. We will also make sure we maintain your brand image, so as not to confuse your customer base.
  • Logo Design with Custom Artwork To create an effective illustrated logo for your company, we begin with our discovery process in order to learn about your business’s identity. Once we have gone through this process, we will suggest a visual direction for your logo and then mock-up several logo concepts for you to peruse. We usually budget 20-30 hours, allowing us to deliver exceptional logos created with a plan and purpose.
  • Brand Heroes – A new trend that’s been around forever. Formally called company mascots, these creative and fun brand heroes separate you from your competition and create a memorable business image.

Brand & Graphic Standards Guide

Every brand needs a graphical standards guide to ensure consistency across media and assets. This ensures that your company’s image and personality are always on point and identifiable to your audience. We begin with the below deliverables, which may vary based on project needs and the particulars of your organization.

  • Delineating a brand and logo color palette, for web and print, broken into RGB, CMYK, Hex and Pantone equivalents as needed
  • Variating the logo for application on white and colored backgrounds, and in greyscale, and any approved derivations
  • Listing web and print typography styles, fonts, relative weights, margins, kerning, and leading
  • Defining header, bullet, numbered list, link, and quote styles

Company Naming and Taglines

Guess what? You can control how prospects perceive you! Your brand name and tagline work together to help a prospect decide if your company is worth learning more about. For example, your prospects might wonder:

  1. What type of company is this anyway?
  2. Is it likely that they offer something that I need or want?
  3. Is this a company I can trust?
  4. Can I picture myself doing business with this company?

What’s in an effective name and tagline?

A successful name and tagline balance each other out. For example, you might have a very straightforward, descriptive name, such as Smith, Jones, Johnson Law Firm. Great! We know you’re a law firm with three partners. But what makes you different from any other law firm? A company like this one needs a creative tagline that defines what makes it unique.

On the other hand, your company name might be so abstract that it provides no clue as to what you do. Let’s say, for example, that your company’s name is Quest Solutions. You likely need a tagline that clearly describes what type of solutions you offer.

So how do we help you select the right name and/or tagline for your business?

We begin with a discovery process that gives us insight into your business, customers, and unique value proposition. During this process, we consider how your customers find you and the types of words or phrases they may use to describe what you do. Once we identify these keywords, we strive to creatively work these phrases into a name and URL that will help your customers find you more easily.

Once a brand name is established, we transition to focusing on a tagline. Most likely, we’ll already have some taglines in mind since our name brainstorming takes this step into consideration as well. If you already have a name, no worries! We can still create a great tagline to go with it. Like the naming process, our tagline creation system includes discovery, brainstorming, presentation, refinement, and approval.

Caution: Watch out for “logo sweat shops” and cheap contests!

Mass-produced online logo design companies simply cannot produce the same high quality results that you’ll find at ImageWorks. With these “logo sweat shops,” you can expect limited contact, restricted results, automated “support,” outsourced designers, and hidden fees. You will play art director, brand strategist, designer, marketer, and the customer all in one.  In the end, these companies will take your money and leave you disappointed. If you are serious about your company, a cheap logo won’t help your brand image.

Let’s build a great foundation for your brand! Here’s where you can get started!


See Also: Why Our Logo Needed to Evolve, Brand Evolution & Marketing Plans, and Business Stationery Design.

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3859 Centerview Drive,
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Chantilly, Virginia 20151

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(703) 378 0000


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(202) 803 7980
Richmond, VA
(804) 835 6788

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