Less than a year after HP shut down Logoworks, its online logo design service, the site is back up and running, albeit this time under new ownership. Growth equity firm Oldslip is the new owner, with Daniel Wolfson serving as President of the new Logoworks.
According to Wolfson, the purchase of Logoworks from HP included the technology, trademark, and domain name, though he is unable to comment on the purchase price.
Of the purchase decision, Wolfson says he was simply “in the right place at the right time.” A contact who used to work for Logoworks under HP connected Wolfson to HP, and a deal was struck.
Bringing the Team Back Together
Wolfson recognizes that Logoworks‘ design community and internal team were its competitive advantages over other design services like 99designs. That’s why he’s going to great lengths to bring previous Logoworks employees back:
“Logoworks had a phenomenal culture, and we’re trying to put that back together.”
So far, the new iteration of the design company has just a handful of employees (many of whom previously worked for Logoworks) and a dozen or so external designers, but Wolfson plans to grow it back to its former glory, bit by bit.
Wolfson recognizes how important Logoworks’ small business customers are, and aims to continue to provide professional design services to this market, with a few key changes.
Wolfson says services will remain the same in terms of packages and pricing. For example, the introductory package includes four logo choices from two designers, with two revisions for $299. The company might experiment with smaller packages at lower prices down the road, says Wolfson, in an effort to “give a higher quality product that is tailored for the customer.”
He aims to improve customer service, which, according to online reviews, had room for improvement under HP’s leadership, and provide faster turnaround.
Wolfson plans to nurture his design community, who he calls the “crown jewel of Logoworks.” Rather than any designer being able to sign up and offer customers logo options (like 99designs), designers are vetted and selected by Logoworks, and are more involved in customer interaction.
What About Former Logoworks Customers?
Many former Logoworks customers have asked whether their previous files are still available. Unfortunately, the files were not made accessible through the acquisition, but Wolfson says they have a special offer for previous customers looking to recreate previous files.
If you are a former Logoworks employee and are interested in rejoining the new team, please contact Logoworks at [email protected] for more information.