For this logo, I'm starting up a luthiery business building guitars and basses for the discriminating musician. I need a typography-based logo that would look good in black and white (so it can be burned onto the headstock), but that could also have a small graphic (perhaps a roundel?) associated with it later down the road. I'm going for a classic look and feel, a la Martin, Fender, Sadowsky, Gibson, etc, without directly copying those companies.
From a target audience standpoint, I'd like to address the 30-40+ crowd that prefers bespoke, rough-hewn, hand-made instruments. My ideal customer is old enough that they can afford my prices and really play, but not so old that they're only interested in 'all vintage, all the time' equipment.
As far as copy, the only hard and fast requirement is that it say "Whalen". Even the "Guitars" part is optional. Font size, creative capitalization, etc, are all in the hands of the designer. For printing, being able to adorn the logo with a graphic, pictures, and the website address (in a smaller font) would be a plus.
Similar logos I greatly enjoy would include:
It might be helpful to add, I'm not looking for a 'generic script' logo - I'd prefer the design to be a little more than just 'use this loopy, caligraphic, cursive-ish font pulled from FontAwesome'. I'd like there to be some use of balance, weight, geometry, etc, to try and convey a sense of worth and value. I've considered using my signature, or a stylized version thereof, but threw that out because I have *terrible* handwriting/signing ability.