Independent authors have an uphill battle to overcome the perception that we are less legitimate than authors affiliated with traditional publishing houses.
Many indies, recognizing that some readers shy away from self-published books, create their own publishing imprint in the hope that a name other than their own, CreateSpace or Smashwords, etc. will get their book into the hands of more readers.
I have been tempted to create my own publishing imprint for this very reason, but have resisted, feeling a twinge of dishonesty in the practice.
I believe it is perfectly legitimate to give yourself a creative logo and publishing name, especially as indie authors do all the publishing work themselves, but how does the reader feel?
If I designed a logo, like this one (well, not exactly like this, you understand!), and listed JaBerHawky Press (for JBHawker, get it?) as the publisher, would you, as the reader, feel somehow tricked if you found out later the publisher was the author?
I suppose until I can feel comfortable under my own imprint, the best thing I, and other indies who feel as I do, can do to overcome the stigma of self-publishing currently hanging over independent authors is hone my craft, write the best story I can and be sure my editing and production standards are as high as I can make them.