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Logo Clean Up/Upgrade for a Chicago, Illinois Mexican Restaurant

Posted on October 16, 2026 by JUSTEN HONG

El Rey, a Mexican restaurant located in Berwyn, Illinois, recently contracted Visual Lure to refine and improve its existing logo. While the original design had plenty of character and personality, it also had several issues with proportions, angles, balance, and overall readability that needed to be addressed.

The illustration of the king riding a horse was the primary focus of the redesign. The horse’s stance felt unnatural, with its hooves not properly planted on the ground. The king also needed attention, his leg was getting lost in the illustration, and he had awkward facial features. One of the client’s main requests was to have the king proudly raising his mug in a celebratory “cheers” gesture. We carefully refined the illustration, corrected the proportions, cleaned up unnecessary details, and improved the overall composition while preserving the personality of the original artwork.

Typography was another important part of the project. The existing lettering made “ELREY” appear as a single word rather than two, and it felt generic. After reviewing an even older version of the restaurant’s logo, we discovered a distinctive logotype that we really liked. Rather than starting from scratch, we brought that lettering back, making subtle custom adjustments to improve spacing, readability, and balance while maintaining its original charm.

The end result is a cleaner, more cohesive, and professional logo that stays true to El Rey’s established identity. By refining rather than reinventing the design, we were able to preserve the brand recognition and character that customers already associate with the restaurant.

Check out the before/after comparisons below to see how these subtle refinements made a big difference!

To wrap up the project, we also provided the logos in both one-color and reversed formats:

Does Your Logo Need a Little TLC?

Not every logo needs a complete redesign. Sometimes, a few thoughtful adjustments can make a world of difference. Whether your logo has awkward proportions, outdated typography, unnecessary details, or simply needs to be cleaned up for better reproduction across print, signage, apparel, and digital applications, Visual Lure can help.

Contact Visual Lure today to discuss how we can refine, refresh, or modernize your existing logo while preserving what makes your brand recognizable.

50th Anniversary Logo for Performance Roofing

Posted on September 2, 2026 by JUSTEN HONG

About 13 years ago, we had the opportunity to help rebrand Performance Roofing with a new logo and visual identity (shown below). This year, they’re celebrating an impressive milestone – their 50th anniversary!

To commemorate the occasion, they needed a quick anniversary logo, and it appears they turned to AI to generate one (shown below).

Unfortunately, they weren’t completely happy with the result – and we can see why. The colors didn’t match their established brand palette, their original logo had been altered, and the overall design felt somewhat generic. Most importantly, it didn’t incorporate the recognizable visual elements that have helped define the Performance Roofing brand over the years.

So, they came back to us to create a 50th anniversary logo that actually felt like Performance Roofing.

Below are our initial explorations, using the proper brand colors, logo icon, and established visual elements to create an anniversary mark that feels cohesive with the Performance Roofing brand:

Exploring the 50th Anniversary Identity

Rather than creating an anniversary logo that felt disconnected from the existing brand, we explored several directions built around Performance Roofing’s established visual identity. Each concept uses the company’s signature black, gray, white, and blue color palette while incorporating recognizable elements from the original logo – most notably the shield and stylized “PR” icon.

From there, we experimented with different ways to make the 50 the focal point. In some concepts, the existing shield becomes part of the anniversary mark itself, while others integrate the “PR” icon directly into the zero. We also explored badge-style designs, circular anniversary seals, banners, and more contemporary typographic arrangements to give the company a range of options – from traditional and commemorative to clean and modern.

Throughout the process, the goal was to celebrate the milestone without losing sight of the brand Performance Roofing has spent decades building. Even without reading the company name, many of these concepts retain enough of the original logo’s colors, shapes, and visual language to still feel distinctly Performance Roofing.

And I think there is another good design point worth mentioning: the variety is intentional. You aren’t just showing nine arbitrary versions of the same badge. You’re exploring different levels of connection to the master brand – some are essentially anniversary adaptations of the existing shield, while others allow the “50” to become a larger standalone graphic for shirts, hats, vehicles, signage, social media, etc.

Our Favorite Option:

Of all the proposed logos, this one is our favorite. By transforming the notch in the “R” into a “50,” the design stays true to the original logo while making the anniversary feel like a natural extension of the brand. The placement also gives the “50” the appearance of shooting out from the logo, adding a subtle sense of energy and movement. Super simple, clean, and effective.

Celebrating a Milestone? Make It Part of Your Brand.

A company anniversary is more than just a number – it’s an opportunity to celebrate your history while reinforcing the brand you’ve worked hard to build. Whether you’re celebrating 10, 25, 50, or 100 years, Visual Lure can create a custom anniversary logo that complements your existing identity and feels like a natural extension of your brand.

Have a milestone coming up? Contact Visual Lure to create an anniversary logo worth celebrating.

O’Fallon, Illinois Logo Design & Branding

Posted on August 13, 2026 by JUSTEN HONG

A couple of weeks ago, my family and I were driving around O’Fallon, Illinois, when I started pointing out signs to my boys: “I designed that logo… and that one too… and that one.” It got me thinking about just how many local businesses I’ve had the opportunity to brand over the years. So, whenever I drove past one, I started snapping a photo of the sign. These are just the businesses with visible signage. I’ve designed dozens more logos for businesses and organizations throughout the O’Fallon area that either don’t have a brick-and-mortar location or don’t have exterior signage. So, as of today, August 13, 2026, here are some of the logos I’ve designed that are still proudly displayed around O’Fallon. (*we did not build these actual signs – we only designed the logos)

Logos I Designed in O’Fallon:

Description: logo for a subdivision off Bethel Road

Description: updated this logo for a local real estate company

Description: updated logo for Olson Orthodontic’s new location

Description: logo for a local auto body

Description: logo for a professional photography studio

Description: logo for an apartment complex off Frank Scott Parkway

Description: logo for a trophy and awards company downtown

Description: logo for a wealth management company

Description: updated logo for the new Gator’s location downtown

Description: logo for a payroll service company right off U.S. Route 50

Description: logo for an aesthetics company downtown

Description: logo for a barber shop right of I-64 and Route 50

Description: logo for a local construction company that builds homes in the O’Fallon school district

Description: logo upgrade (we refined an existing logo) for a local med spa, and technically not O’Fallon, but Fairview Heights, IL

Ready to Put Your Logo on the Map?

Whether you’re starting a new business, refreshing an outdated identity, or simply ready for a logo that better represents who you are, I’d love to help. From O’Fallon and the Metro East to St. Louis and beyond, Visual Lure has been helping businesses build memorable brands for more than 25 years.

Maybe your sign will be the next one I drive by and point out to my boys.

Ready to get started? Contact Visual Lure today to discuss your logo design and branding project.

Visual Lure’s Version of the America 250 Logo

Posted on June 12, 2026 by JUSTEN HONG

When I first saw the America 250 logo, my initial reaction was that it felt more French than American, and the typography didn’t immediately evoke a strong sense of American heritage either. It got me thinking about how I might have approached the design. My first thought was to incorporate the Betsy Ross flag—specifically using its iconic circle of 13 stars as the “0” in 250. Doing so would create a direct visual connection to the founding of the nation. From there, the flag’s stripes could be integrated into the “25” to further reinforce the patriotic theme. I would also explore a typeface with a stronger American character and historical feel to better support the concept.

With those ideas in mind, I decided to create my own interpretation of the America 250 logo. I hope you enjoy my take on it.

Custom Packaging for a Nebraska Sorghum Farmer

Posted on March 27, 2026 by JUSTEN HONG

Baker’s Acres recently partnered with Visual Lure to design a custom stand-up pouch tailored to hold 1.5 lbs of their sorghum. A fifth-generation farm, Baker’s Acres continues to cultivate the same land their family originally homesteaded in 1885. Today, the Southwest Nebraska operation is proudly run by Mike Baker and his family, carrying on a long-standing agricultural legacy.

With only their logo provided, we used it as the foundation and inspiration for the entire packaging design. Elements from the logo were thoughtfully extended into the layout, including incorporating the field as a grounding base along the bottom of the pouch. At their request, we integrated a product window to showcase the sorghum, shaping it as a sunrise/sunset form and flanking it with stylized sorghum plants inspired by the logo. The branding is prominently centered at the top, creating a clean, balanced composition that highlights both the product and the heritage behind it.

The final packaging will be printed and produced by Roastar using a custom template, as none of their standard sizes properly accommodated 1.5 lbs of Baker’s sorghum. With a diverse lineup that includes stand-up pouches, gusseted bags, flat-bottom styles, flat pouches, and fill-and-ship mailers, Roastar provides packaging solutions that combine product protection with standout shelf appeal.

sorghum packaging design

Baker's package design scene

Do you need Eye-Catching Package Design?

From concept to shelf-ready design, we help bring products to life through thoughtful packaging. Serving clients from St. Louis to Nebraska—call or email us, we’d love to help you with your project.

Branding an O’Fallon, llinois Real Estate Company

Posted on March 23, 2026 by JUSTEN HONG

Our friend Chad recently set out on his own to launch a new real estate company and came to us for help developing his brand and logo. He initially explored a few AI-generated concepts, but they ultimately fell short of capturing the level of quality and intention he was looking for—so he turned to us to bring it all together.

We took those early ideas as a starting point, refining and elevating them into more thoughtful, well-crafted design directions. After exploring several options, this is the direction he ultimately chose (which wasn’t based on one of the initial AI concepts):

Final logo lockups:

Final logo lockups on dark background:

…the Logo Explained:

Business Card Design:

Their Branded For Sale Sign Design:

…and the potential for swag:

Do You Need Help?

Ready to elevate your brand? Whether you’re starting from scratch or refining an existing identity, we create logos and branding that are built to last. Let’s talk about your project.

Logo Clean-up/Upgrade for O’Fallon, IL Frozen Custard Shop

Posted on March 14, 2026 by JUSTEN HONG

Gator’s Frozen Custard is moving to a new location and wanted to clean up their existing logo. Unfortunately, they didn’t have a vector version of the artwork. Based on the style and construction of the original, my guess is that it may have been painted by a high school or college student, or possibly an amateur artist.

That said, the logo definitely had a certain charm, so our first instinct wasn’t to completely reinvent it. Instead, we focused on preserving the personality of the original while correcting some of the problem areas—adjusting awkward proportions and angles, refining the line work, and converting the artwork into a clean vector format. This ensures the logo can now be scaled to any size, whether for signage, packaging, or other large-format applications.

In addition to refining the existing character, we also explored an alternative direction of our own—one that completely reimagined the mascot without being constrained by the style of the original alligator illustration. This is the direction they ultimately selected.

Original Gator (before & after)

Original Logo Seal (before & after)

Original Horizontal Logo (before & after)

Updated Logo Lockups:

…and here is our proposed new logo – which they decided to go with!

All the Final Logo Lockups:

…and showing the possibilities with some mockups:

Ready to Refresh Your Logo?

If your logo feels outdated, isn’t scalable, or simply no longer reflects the quality of your business, it might be time for an upgrade. Whether you need a subtle refinement that preserves your brand’s equity or a complete redesign, Visual Lure can help transform your existing logo into a polished, professional brand asset. From vector cleanups and modern refinements to full rebrands, we specialize in creating logos that are built to perform across signage, print, merchandise, and digital platforms.

Let’s give your brand the professional eye-catcher it deserves. Contact Visual Lure today to discuss your logo update or full rebrand.