Wordmark
Wordmark
Builds the mark from the business name itself, styled type doing all the work; think of Google.
11 Marketing + Design ·
Logo DesignOne Mark.
Logo Design
One Mark.
Every Size.
Yours Forever.
Your logo will outlive your website, your truck, and probably your phone number. It's the one piece of marketing you'll still be using in ten years, which is exactly why it deserves more thought than a template and more ownership than a generator can give you.
1 of 1
Businesses your mark should resemble
The brief
10+ yrs
The working life of a good mark
The standard we design to
Favicon → billboard
The size range one logo must survive
Our spec
Trusted by businesses across multiple industries
AW BroadbandJasper PlumbingAdvanced BioCellMorgan & Myers RoofingThe Hearing HavenGoodman EngravingSteam Team RestorationAvalos Heating & Air
The Problem
The Sea of Sameness, and the Logo You'll Outgrow.
Look at the trucks in your trade. Odds are half the logos share the same clip-art wrench, the same swoosh, the same two fonts, because they came from the same template libraries. A logo that looks like three competitors isn't neutral. It actively donates your recognition to whoever customers saw first.
The other trap is the placeholder that stayed. It was fine at launch, then the business grew and the logo didn't: pixelated on the new sign, invisible as a favicon, unfixable because nobody has the original files. Now every dollar spent marketing it builds equity in a mark that can't carry it.
A logo is the one marketing decision you make once and live with everywhere.
sameness-scan.log4 trucks · 1 logo
🔧
Competitor A
same clip-art wrench
🔧
Competitor B
same clip-art wrench
🔧
You
same clip-art wrench
🔧
Competitor C
same two fonts
↳ scale test: pixelated at 16px · no vector source
↳ recognition: credited to whoever they saw first
The Four Kinds of LogoWORDMARK LETTERMARK SYMBOL COMBINATION
Wordmark, Lettermark, Symbol, Combination. Which Fits You?
Every logo you've ever seen is one of four types.
LM
Lettermark
Compresses a long name into initials.
◆
Symbol
A standalone image, the route Apple took, powerful but slow to build recognition without heavy exposure.
◆ Name
Combination mark
Pairs symbol and name so each teaches the other, the most common choice for local businesses, because customers learn the symbol while reading the name.
The Modern Requirement
A responsive logo system, one identity designed in variants that simplify as space shrinks.
The modern requirement sits on top of whichever type fits. Full lockup on the sign, symbol alone on the app icon, still recognizably you at 16 pixels. One logo, engineered for every size it will ever live at.
11
Storefront sign
Full lockup
11
Social avatar
Simplified mark
11
Browser tab
16 px
What's Included
A Logo Is a System, Not a File.
Discovery & Concepts
Before anything gets drawn, we map your competitors' marks, because the whole point is looking like nobody else in your market, and agree on direction. You review distinct concepts, not one take-it-or-leave-it.
Your marketCompetitor scanDirection first
The Responsive System
Your logo delivered as the size-variant system described above: the full version, the simplified mark, and the smallest legible form, each tested where it will live, from the storefront to the browser tab.
Full lockupMark onlyFavicon
Every Format, Delivered
The complete file package: vector sources, print-ready versions in correct color profiles, and web-optimized exports. The same production standard as all our graphic design work, so no vendor ever tells you the file won't work.
Vector sourcePrint-readyWeb-ready
Ownership & Rights
Original work with rights transferred to you, in writing. It sounds like paperwork until you learn what the alternatives deliver: contest sites with murky reuse, and AI generators whose output may not qualify for copyright protection at all, meaning a mark you might not be able to legally defend. Your logo should be an asset you own, not a file you happen to have.
YoursIn writingDefensible
Proof
Marks Built to Work, Not Just to Win Design Awards.
The identity work across our portfolio spans every field we serve, and every mark in it was designed against the same tests: distinct in its market, legible at every size, honest about the business behind it. Our own "11" mark passes the same gauntlet daily, from the sign on Tyler Street to the favicon in your browser tab right now.
The commercial stakes are measured, too: A mark that reads as generic or off quietly costs trust before a word is read, no matter how good the reviews are. The logo gets consulted before the reviews do.
mark-gauntlet.testEvery field
✓
Distinct in its market
PASS✓
Legible at every size
PASS✓
Honest about the business behind it
PASS✕
Template clip-art borrowed from three competitors
FAILProcess
Direction Before Drawing.
Logo projects run the house sequence scaled to the job: audit your market's visual landscape, agree the strategy and direction, design and refine through defined rounds, deliver the full system, and then the mark starts compounding, because every card, wrap, and post from here on builds equity in something built to hold it.
- 01
Audit
Your market's visual landscape
- 02
Strategy
Agree the direction before drawing
- 03
Design
Refine through defined rounds
- 04
Deliver
The full system, every format
- 05
Compound
Every card and wrap builds equity
Common Questions
Questions, Answered.
What are the different types of logos?
Four: wordmarks (the styled business name), lettermarks (initials), symbols (a standalone image), and combination marks (symbol plus name together). Most local businesses are best served by a combination mark, because it builds symbol recognition while the name does the introducing. The right type depends on your name's length, your market, and where the logo will live most.
How much does a logo cost?
Logo projects are quoted based on scope: a mark alone versus the full identity system around it. You'll get a real number after one conversation about what you need.
Who owns the logo when it's done?
You do, in writing: the mark and its source files, with rights transferred on final payment. That's not the default everywhere; contest platforms and cheap marketplaces often leave reuse and ownership murky, which matters the day you try to trademark or defend your mark.
Is an AI-generated logo good enough?
As a week-one placeholder while you test an idea, maybe. As the permanent mark, it carries problems the low price hides: generated marks tend toward the same look as everyone else's, arrive without a scaling system or production files, and under current US Copyright Office guidance, purely AI-generated work may not qualify for copyright protection, meaning you could be building a brand on a mark you can't legally own. We're designers, not attorneys, but "may be unownable" is a hard word to put next to your most permanent asset.
Should I redesign my old logo or just refresh it?
Refresh when the mark has real recognition equity but technical problems: dated details, poor scaling, missing files. Redesign when it's generic, misleading about what you do now, or indistinguishable from competitors. We'll tell you which, and a refresh that preserves your equity is genuinely cheaper, so we have no incentive to overprescribe. The rebrand transition question is covered on the Branding & Design page.
Free Audit
Find Out What Your Mark Says When You're Not in the Room.
The free audit includes how your brand currently appears across the web and in AI answers, including whether your visual identity is helping machines and customers connect your name to your business, or making them work for it.