Logging on for logos: LogoWorks simplifies acquiring a mark.

• Author: Conlon, Grace
• Position: Tech Talk - Process of acquiring a company logo

IN THE FRENETIC WORLD OF BUSINESS, logos are a fast, easy way to identify individual companies and their products. Everybody recognizes the golden arches of McDonald's, reassured a Big Mac is available inside. Ergo, organizations big and small have turned to corporate logos to likewise disseminate and, hopefully, imprint their image. LogoWorks brings the process of acquiring a logo into the 21st century--they've brought the entire procedure onto the Internet.

LogoWorks' process is simple: A potential customer lags on to wwwlogoworks.com and fills out a short background form that describes the organization for which a logo is needed. Then the client chooses which logo package best fits his budget and time schedule: Silver, at $245, provides two designers, and yields four to six concepts with two revisions; Gold, $350, allows for three designers, six to eight concepts with unlimited revisions; and Platinum, $495, assigns five designers with up to 12 concepts and unlimited revisions.

"We have customers in all 50 states, and in U.S. territories such as Guam and Puerto Rico," says LogoWorks President Morgan Lynch. "We're also in 54 other countries at our last count. People come to us over the Internet from places we'd probably never seek to contact, like Kenya, Sri Lanka, Singapore, Syria, Japan, China."

Lynch says the bulk of LogoWorks' customers are in the small business category, but the company also counts some heavy hitters as satisfied customers, including Sears, Busch Gardens, Sea World and the newly formed Department of Homeland Security. 'As the bigger companies get online and realize ... that it won't cost them $5,000 to $10,000 to...