TL; DR: For nearly two decades, Logoworks has been helping build brands and web presence for small businesses and entrepreneurs around the world through comprehensive logo and site creation services. The company’s project management team offers a consultative, hands-on approach to site creation that empowers businesses to understand how their audiences are interacting with their online touchpoints, which works to optimize user experience and maximize conversion rates. By employing a community of designers at the cutting edge of contemporary trends in web and graphic design and a philosophy hyper-focused on the individual needs of its clients, Logoworks is positioned to continue its mission to produce quality logos and sites for the thousands of businesses it serves well into the future.
In 2001, Morgan Lynch was heading up the marketing division of a large Utah-based software enterprise and was charged with creating a new logo to support the company’s rebranding efforts. He thought it would be a simple process with a quick turnaround, but Morgan quickly found himself knee-deep in an endless stream of revisions to a less-than-stellar logo sketch, stuck in the bureaucracy of the design firm he had commissioned where all decisions were made by committee.
Tired of the back and forth, Morgan hired a freelancer to create a logo that better relayed the company’s desired aesthetic and asked the design firm to use the version as a foundation for the new logo. But, after thousands of dollars and two months spent on the design, Morgan was still disappointed and frustrated with what remained, at best, a barely passable logo to represent his company. Morgan knew there had to be a better way, and that’s when he rolled up his sleeves and started Logoworks.
“All he wanted was a logo, and he couldn’t believe how long it took and the costs involved,” said Toufan Rahimpour, Logoworks’s COO. “So he founded Logoworks. Fast forward 17 years, and our mission is still the same — to help small businesses quickly and affordably develop quality logos and websites.”
After experiencing rapid growth, Logoworks became part of HP’s Snapfish suite in 2007 and was later bought by private equity in 2012. But, according to Toufan, even as the company scaled, Logoworks has remained dedicated to providing pointed customer service and a hands-on, consultative approach to meet the needs of the thousands of businesses that turn to it to help build their brands and web presences.
With nearly 20 years of expertise in the design space, Logoworks — and its vast community of forward-thinking designers, project managers, and developers — is perfectly positioned to understand its clients and the customers they’re trying to attract, convert, and retain.
Living on the Cutting Edge of Design to ‘Do What’s Right’ for the Client
Toufan told us Logoworks has been committed since the company’s inception to modernizing and evolving in tandem with industry trends and consumer behaviors. The goal is to offer clients up-to-date styles that are compatible with what consumers are looking for and how they receive information.
“Design styles have changed over the years, and we are constantly striving to keep our styles current,” Toufan said. “As much as it’s an old industry — design has been around forever — it’s always changing, too, so it’s kind of exciting.”
To rise to the challenge of maintaining pace with trends, Logoworks adheres to a fundamental guiding principle to, as Toufan put it, “do what’s right for the client.” It’s a kind of mission statement that directs approaches to work company-wide.
“It’s our #1 internal value,” Toufan said. “It doesn’t mean to do whatever the client wants. It means to do what’s right for them, which sometimes means saying their 10-years-old idea is outdated.”
If clients are really set on a given design, Toufan told us his team will give it to them. However, because Logoworks is active in and recruits from contemporary design communities, such as Behance and Dribble, most businesses benefit greatly by trusting the company’s extensive knowledge base when it comes to design. Toufan has seen this dynamic play out first-hand many times.
“We want to represent your brand in the best light,” Toufan said. “Nine times out of 10, clients listen to us and come back six months later to tell us how happy they are. For those who don’t take our advice, half the time they come back and say, ‘Hey, maybe you were right. We need to update our look.’”
Turnkey Logo and Site Creation Services That Focus on Customer Need
Many of Logoworks’s clients are beginning businesses or entrepreneurs who are looking for all the bells and whistles to get their operations off the ground. For these customers, Logoworks offers comprehensive packages that include logos, branded stationery, websites, advertising templates, marketing materials, and pretty much any brand-related product under the sun.
“We love these cases because it’s kind of like we’re building a business with them,” Toufan said. “We’ll start with a logo and try to get their brand set and then use those design elements for the website and other materials.”
Toufan told us these startups are often still in the beginning phases of developing their messaging. So, when Logoworks is busy designing the logo, the project management team has the opportunity to talk to them about the type of content they’re going to house on their website.
“We have that time to work with them and say, ‘We’re going to start your website in two weeks. Let’s talk about what needs to be in place by then,’” Toufan said. “This allows them to really think through what their business is, who their customers are, and what they’re trying to achieve.”
According to Toufan, most Logoworks clients know very early on if their sites are going to fall into the brochure, informational site category or if they’re going for full eCommerce functionalities. Either way, Logoworks Project Managers (PMs) are on hand to walk clients through the process to determine the best course of action. This sometimes involves referring clients to the internal content team at Logoworks to develop messaging for their sites. From there, Toufan noted creating and designing the site is relatively simple.
“Our designers are all really good at different industries and different styles,” he said. “They know what clients expect from a specific type of website. If it’s an eCommerce website, for example, they expect a pricing page and big, bright checkout buttons. We’re up to date with modern standards and design styles, which eases the design process.”
Other clients come to Logoworks with an existing website and are just looking to refresh and modernize it. Toufan said this is also a very simple process and usually just involves putting their talented designers right to work. Some clients need a bit more hand-holding and don’t really know what they want, Toufan noted. Though these clients present a more challenging case, Logoworks provides a consultative approach that streamlines the process.
A Consultative Approach to Help Businesses Understand Their Audiences
In today’s mobile-heavy world, more and more consumers are finding the information they need on their phones while on the go. In fact, with more than half of US consumers finding information about businesses on their mobile devices and upward of 67% of consumers being more likely to convert to a sale after a positive mobile experience, mobile-friendly web design has become more important than ever.
“So many customers are looking for businesses directly from their phones,” Toufan said. “But some of our clients come to us wanting these huge sites with a full-desktop experience. The reality is that it needs to load super fast and answer the question the user wants. That’s it.”
In response to this disconnect in understanding what audiences are looking for, Logoworks aims to educate its clients on the best ways to reach their customers and predict what their users’ questions are. Toufan used the example of some of Logoworks’s restaurant clients.
Restaurateurs may want to tell the world about their passion for cooking and what got them into the business. But, as Toufan told us, most people, unfortunately, aren’t interested in this. Many modern consumers aren’t looking to read a bunch of text — they’re looking for the menu, hours, and information on how to make reservations.
“We have to be very tactful about this because it’s their passion and telling them no one cares about their story is kind of a mean thing to say,” Toufan said, with a chuckle. “But, it’s our job to inform our customers on the direction the web is moving.”
For Logoworks, it’s all about building an effective web presence and creating modern, fast websites that provide a better overall experience for end users.
New White-Label Platform Adds More Horsepower to Your Design Staff
Logoworks has come a long way since Morgan Lynch devised a more effective way for businesses to build their branding. But, even after nearly 20 years, the company is still innovating solutions to represent businesses online.
The recent launch of its white label platform is a perfect example of this. The solution allows anyone to sell logo design services under their own brand name using the Logoworks platform and its design and project management community.
“For example, Joe Blogger looking to create a Joe’s Blogger Logo Design business could do so in minutes,” Toufan said. “He could start selling logos with a rev-share agreement with us. It’s a reseller design business model that applies to logos, websites, and, really, everything we do.”
Toufan also noted the platform will be a great resource for an agency’s surge capacity, or its ability to meet an unexpected increase in demand by expanding production.
“We add more horsepower to their staff,” he said. “It’s a great solution for those who already have a web presence and just want to make more money.”