Well, firstofall, neither McDonals or Burgerking has their... payoff larger than their logo.
also, the burgerthings you mentioned are more like slogans, so the way I see it is, there are these two billboard-ads:
McDONALS!
I'm lovin' it
Response - "heey dude, wanna grab a salad at McDonals?"
(and now, your sign)
HOLLOWHEAD
GRAPHICS
Response - "hey dude, wanna get a new logo from hollowhead graphics?"
(and yes, I know this whole point could have been said much easier, like this) - it seems like the name is supposed to be "hollowhead graphics". If you want to use that as a commercial name then fine, no worries about that. However, if you want Hollowhead to be named just Hollowhead then you need something more (and smaller) than graphics. Like HOLLOWHEAD - graphics, design and new media. More of a slogan/payoff than just a title.
My 0,02$
