Acute Care 360 ImageCo, Berkeley, California, CA,

ImageCo, Berkeley, California, CA,

Evolv Design logo designed by ImageCo, Berkeley, California, CA,

Red Panda Publishers logo designed by ImageCo, Berkeley, California, CA,

Berkeley, California, CA,

ImageCo, Berkeley, California, CA,

ImageCo, Berkeley, California, CA,
Mid Valley Pathology logo designed by ImageCo, Berkeley, California, CA,

FSA OK logo designed by ImageCo, Berkeley, California, CA,

Emerald Heights logo designed by ImageCo, Berkeley, California, CA,

Club Sapphire logo designed by ImageCo, Berkeley, California, CA,

Downtown Dogs logo designed by ImageCo, Berkeley, California, CA,

WSBA logo designed by ImageCo, Berkeley, California, CA,

Ferry Street Coffee Company logo designed by ImageCo, Berkeley, California, CA,

Stoney Forensic logo designed by ImageCo, Berkeley, California, CA,

Smart kernels logo designed by ImageCo, Berkeley, California, CA,

Memorable Logos That Tell Stories and Connect Emotionally

Creating a brand identity or a business logo that is both unforgettable and expresses the story of who you are or what you actually do is a herculean undertaking. The difficulty is to create a design concept that is simple enough to be comprehended at a glimpse and imparts enough relevant information that it can articulate who you are. But no logo design can truly tell your story or explain your organization, and travelling down that road often makes for a brand identity design that performs neither. However, in experienced hands, it is quite possible to strike a balance between both and design a logo that both informs and emotes and hitting that sweet spot is what every business should hope for from their brand identity designer.

ImageCo is one person, Tim Garner, I am an independent branding specialist. For over twenty years I have been creating memorable logos and brand identity designs that tell stories and resonate with audiences. But don’t take my word for it, check out my brand portfolio and discover for yourself. I don’t claim that I am the best designer in the world, but, I do know what I’m doing and my customers tend to agree.

A LOGO IS NOT YOUR BRAND

The expression “your logo is not your brand” is a statement that is often said with such fervor by people operating in the branding industry, that a person might question why so many people in branding companies despise logos as much as they appear to. It is quite true that your logo is not your business’s brand, but what does that make a business that has no logo? One thing is quite certain, it guarantees that a brand with no logo will be faceless and forgettable.

Without a visual identity, an organization’s brand is really nothing more than a fading memory because customers would have virtually nothing to anchor their experiences too.

Some compare a business’s logo to a smile or a handshake which is somewhat accurate, however it’s actually a lot more than that. A logo is a brand’s anchor and it also functions as the cornerstone of a business’s brand image. A logo acts as an anchor since the entire brand experience is anchored to it. It is also a brand’s cornerstone, because a cornerstone is the first stone placed when building the foundation of the structure above it, and once laid it will be the guiding reference point for every thing that comes after it. A logo functions in the same way, it is a foundational element that supports the organization it represents, and it continuously serves as a defining reference point that helps guide a brand as it grows.

ImageCo is a brand identity business and our mission is to help our customers lay that cornerstone as well as drop that anchor. We help companies look well established, more refined, and more experienced. This ensures that our clients will always be taken seriously, and are not only worthy of a seat at the table, but look like they ought to be seated at the head of that table.

Berkeley LOGO DESIGN​

For over 2 decades ImageCo has been helping entrepreneurs establish notable brands. We have undertaken logo design work for builders, colleges, diamond miners, wedding singers, diners, retailers, and just about every other kind of business concern you can imagine. What makes ImageCo different compared to our competitors is that our background is rooted in the electrical sign industry so we undertake every logo design project as if it will be utilized as an electrical sign. As a result of our sign first method our designs can, and have been used in everything from garment labels to neon signs. Our sign first approach insures that our logo designs are just as reliable whether they are used in TV commercials or website headers, they are consistently identifiable, understood, and remembered no matter of size or function.

American Made ★ Design

The thing that seriously sets ImageCo apart from other design agencies that you probably have found in Google’s search results, companies like Thumbtack, Design Hill, Upwork, or Crowdspring is that each and every design project we are retained to do, we perform in-house. Irrespective of the kind of design project we accept, logo, website design, trade show display, or electric sign, we do not, and never will job-out our customer’s projects to agencies located outside the United States. When you contact us at 1-855-IMAGECO the person that picks up the phone is ImageCo’s owner and designer, not a broker that marks up the cost of your design project and dictates the conditions of how my customers and I conduct business.

ASPECTS OF A GREAT LOGO DESIGN

Every new Berkeley business realizes that they require a logo, yet few start-ups thoroughly understand the crucial role their organization’s logo can play in their becoming successful, or exactly why one logo design performs more effectively than another. A business logo has a critical and long-term effect on the financial success of a business, choose the right one and it can make the door swing and phone ring, go with the incorrect one and it can be a barrier and an impediment for the life of a company.

The logos featured in the ImageCo portfolio help Berkeley companies prosper, they are effective in any given situation and the reason they are so effective is that they all have these five traits in common.

  1. Simplicity: simple logo designs don’t need consideration, they can be comprehended in just a look.
  2. Scalability: from label to billboards a scalable logo design will stay legible and just as emotive at any size.
  3. Versatility: logos that operate on any device, in print, on product packaging, on a mobile phone, or on a ball-cap.
  4. Suitability: they are appropriate, they feel exclusive, and they are suitable for the item or business they brand.
  5. Relevance: a company logo needs to be enduring and should feel equally relevant today, tomorrow, and twenty five years from today.

understand your brand

Brand – It is both a verb as well as a noun, it is an identifying mark and the process of marking something to ensure that it can be identified, its foundation originates from the mark burned onto animals. Nowadays a brand indicates pretty much anything with a motive, whether it be profit or politics, a brand is an intrinsic aspect of defining the value of something in the customer’s mind.

Branding – Is kind of like marketing and advertising’s attractive sister, they are both from the same family, the distinction being that marketing and advertising are about making a promise and branding’s goal is to deliver on that promise. Branding is also a strategic popularity competition directed at a specific audience, it’s goal is to produce an image that the audience will relate to.

Brand Image – An image planted and nurtured by advertising and marketing as well as identity design. When a person states the brand names Porsche or Corvette what we consider is their brand image, it’s a picture that exists in our minds. That image isn’t an image of a vehicle with 4 wheels that can carry us from point A to point B, the image we have (or at least I have) is of freedom, beauty, of something dangerous and unique . That is brand image and brand image is what makes people buy those products. Brand image is why individuals get specific brands, from Nike to Adidas Chevy or Ford, Democrats or Republicans … all driven by brand images that people can identify with.

Branding Agencies – If you reflect on the beginning of a lot of branding companies you’ll discover that they are frequently rebranded advertising agencies. When somebody claims they are in advertising many people will likely have an idea about the type of work they do anything that can be seen, felt or heard belong to a brand identity.

Brand Identity Designer
– A brand identity designer is a visual designer that concentrates on a kind of visual design that helps shape the image of a company, a product or an organization. Brand identity designers produce logo designs, signage designs, packaging, and collateral products such as cards, stationery, and also brochures. Some identity designers also design sites and software interfaces. The vital role of a brand identity designer is to develop the visual cues as well as an emotional tone with the goal of influencing activities, outcomes and also perceptions.

Featured logos & signs

Retro logo design of a bicycle produced for a Berkeley coffee cafe as well as a coffee roaster.

Ferry Street Coffee Company | Logo Design | Retail Branding

This startup coffee roaster and coffeehouse were opening up in an old part of the city and really wanted to project a retro vibe without coming across as uninteresting or low energy. I fulfilled each of the jobs via designing a trademark design that incorporates a man on a high wheel bicycle (aka The Penny Farthing), it is antiquated, high energy, and is a ageless business image.

medical logo layout with a microscope slide and bacteria made for Berkeley clinical clinic.

Mid-Valley Pathology | Logo Design

Pathology is the scientific discipline which studies the root causes and effects of diseases, especially the field of medicine that works with the laboratory examination of samplings of body cellular material for diagnostic or forensic intents.

The Mid-Valley Pathology custom logo design I came up with is really the sole instance I call to mind in which I was able to integrate a bacteria-laden microscope slide right into a logo design.

Generally I attempt not to be excessively literal with a design and to a degree, this specific design approaches the company it represents rather literally, yet it does it in a fashion that integrates the slide as part of the name so it doesn’t serve so much as an illustration of what Mid-Valley Pathology does so much as acts as an enhancement to the name that makes it more appealing, more attention grabbing and even more memorable.

logo style with a jumping green frog made for a family members fun center in Berkeley.

Cool Springz | Logo Design | Retail Branding

The Cool Springz Trampoline Park was a very cool project to work on, probably because a trampoline park is all about fun. It’s also a project that is way out of the usual of the types of jobs which come my way, I’ve done dozens of logo designs for physicians, dental offices, and lawyers but Cool Springz is without question the only trampoline park that I have ever had the opportunity to work on.

Given that the name of the business has the word springz in its name the apparent choice would have been to include a couple of springs into the design but Cool Springz is a fun place to go and spring does not actually resonate an atmosphere of fun does it. My thought process on this project went from springs (boring) to what jumps around, kangaroos … but kangaroos are cute and this place is cool, in the end I landed on a green tree frog and a dimensional treatment of the name itself to give the logo a better lively high energy feel.

In the end, Cool Springz ended up loving my brainchild and named the frog Jax and integrated him in to everything they used for marketing and advertising. I also believe this is the only time that a logo I did was turned into a mascot when they had an employee costume fashioned to look exactly like my frog design.

digital photography logo design including a group of birds, a hill, a trail, a stream, and also a tree - created for Berkeley travel digital photographer.

Travel Don’t Wander | Logo Design | Website Design

Travel Don’t Wander was a custom logo design project I took on for a travel photographer, which is a rather specialized field of photography and I believe it is a niche area due to the fact that travel photographers tend not to capture locations or things but rather reveal emotional journeys by means of the photos they record. The thought behind this logo design was to utilize negative space to reveal more than what was visible upon initial view, which I think is representative of most good photographers in that they frequently share entire stories through their photography.

It’s said that a picture is worth a 1000 words but I think that some photographs convey much more than that because their photos often have an emotional resonance which can’t be conveyed with mere words. I tried to do something much the same to this logo by using the positive space in the design to voice one thing and then at the same time using the negative space to expand upon what was conveyed through the first impression. I think, in looking back, that my goal was to both brand this photographer with a memorable  Berkeley logo but also to illustrate the depth of her work and in the way that she sees the world through the lens of her camera.

 Berkeley logo design with a seagull made use of for the letter A. Designed for a cordless retail service.

Coastal Wireless | Logo Design

The lion’s share of logo design projects that I take on I really take pleasure in and the Coastal Wireless assignment was one that I certainly felt good about, however the customer didn’t quite share my excitement for it. I felt really good about the concept of using the seagull form as a stroke in the character A however my client, while he loved the concept, really did not care for my choice of birds. This man really despised seagulls, which he referred to as the “rats of the sky”, luckily the rest of his friends and family did not share his aversion for this specific kind of sea bird.

When I turn a concept over to a customer I encourage them to share it with friends and colleagues and family as well as with individuals that they don’t actually know so as to get honest viewpoints on the value of a design. Fortunately, he discussed it with his whole family and they loved the design and were able to persuade him and get him to sign off on it, but not before he worked me over to insert every other seabird he could think of … ultimately I was able to talk him out of his alternative of a pelican and he went with the original design.

Logos are a strange creature in the design world given that the people that are inclined to hire an expert to design their logo recognize how vital a logo design is for their company so they are much more vested in the outcome. Every logo design project has it’s share of hurdles, however the biggest obstacle is finding that sweet spot in a design that functions really well at the task it’s needed to do in branding a company and also giving the client the image they see for themselves.

a red panda logo layout with bamboo in the background, layout for Berkeley publication author

Red Panda Publishers | Logo Design

The book spine is a thin segment of real estate to work with, yet it is the most necessary part of a printed book given that it is ordinarily the very first thing a person sees in the book shop. For a publishing company, it’s the optimal opportunity that they will likely ever have to advertise their brand and get their logo design in front of the individuals that shop for actual books.

This three color design is vibrant, picturesque and eye-catching and it leaves plenty of room for the title and the author’s name.

Air LA logo design made for an airline company in Los Angeles, the logo design has two letter A's with benches modified to imply they are wings.

Air LA | Logo Design

Airlines arrive and go nevertheless it seems that in many occurrences one of the traits individuals usually tend to recall the most are their logos. The Air LA logo design was done for a small start-up commuter/shuttle air service located in LA and while I’m not sure it actually “took off” their custom logo didn’t ground them. The bookend A’s in their name lent itself well to affording a sense of air travel and it was certainly a winner.

 Berkeley logo layout used for advertising and a label style for Vintage Instance includes an archaic font style layout.

Vintage Case | Logo Design

Vintage case specialized in new cases for musical instruments, that seemed to be older cases. For this brand concept I attempted to come up with a logo that possessed a fluid old-fashioned feel to it and could easily be utilized for anything from a web site to an insignia on brand new cases that seemed like they were from another point in time.

Logo design produced for an orthodontist in Berkeley, style include an arc with lines converging via it to indicate steel dental braces.

Kujak Orthodontics | Logo Design | Sign Design

Dentistry logos can be one of the most challenging logo projects because it seems that each and every dental professional features a smile, a tooth, a smiling tooth, or a toothy smile in their design. Dental business logos are one of the most cliche ridden professions when it comes to small business branding, if dining establishments approached their branding in the very same way dentists do every one of their logo designs would be a picture explaining something they served, McDonalds would most likely have a picture of a potato and a cow.

I understand the thinking behind including an illustration of something mouth associated to a dentist’s logo nevertheless it has to be performed subtly or it will just look like every other clipart dental professionals logo that litter the branding landscape of the dentistry industry.

I actually love doing dental care business logos simply because it challenges me to come up with a design that implies the field of dentistry or a specific area of the field of dentistry like orthodontics without resorting to the clichéd solution that so many dentists settle on.

Kujak Orthodontics provided such an opportunity and inevitably I created a design that doesn’t have a single smile or a tooth in it, but even though they aren’t obvious, they are still suggested in the design. When I turned this concept over to the customer the only smile that was obvious was actually the smile on Dr. Kujak’s face.

William McNally logo made for a family members not-for-profit, the logo features 4 characters staggered in elevation to represent a family with in the layout.

William McNally | Logo Design | Branding

The William McNally Family Foundation asked ImageCo to help them come up with a logo that would be representative of the love that William McNally had for the people residing in his community. The majority of logos with the name “family” in them tend to contain depictions of a happy family, a cliche heavy approach to any logo design is to be far too literal with regards to what the name says or the industry it represents. I’ve found that the best concepts are the ones that are understated and never hit the viewer on the head with what the company or organization hopes to project.

The McNally Foundation’s name provided a unique opportunity to do a custom logo design that communicated that they were about families without being openly corny about it. The intention of a logo is to be remembered and recognized and if the designer attempts to use the logo design to summarize exactly how individuals should think or feel they don’t understand the objective of a logo. If you have to ponder a logo to understand what it means, it has been in vain, a logo needs to be immediately comprehended and a logo that describes itself will never have the opportunity to be comprehended.

Logo style developed for a Berkeley hair design studio including a manuscript font a hummingbird as well as an indicated orchid for the letter O.

Wild Orchid Studio | Logo Design Project

Wild Orchid Studios wanted a business logo that projected a sense of peace and elegance for their new hair studio. I came up with a design that didn’t go the obvious direction of designing just a stylized orchid but instead created a logo that implied a flower in the pattern of a swirl integrated into the letter O in the name and by placing attention on the logo design using the figure of a hummingbird floating over the image itself. The obvious path in creating a company logo is more often than not the incorrect route and in this case, the design ended up not being about the flower but instead placed the attention on the feeling that they wanted to project to their customers.

Arabian equine logo style created for a steed ranch that specializes in reproducing Arabian show horses.

Dazzo Arabians | Logo Design

ImageCo designed a one-of-a-kind logo concept tailored to embody the unique physical traits of the Arabian breed of equines. With an unique head form and high tail posture, the Arabian is one of the highly quite easily recognizable equine types in the whole world.

Las Cafe, A Berkeley Coffee shop logo style a little restaurant, layout includes a modified manuscript font style which floats over a team of elaborate lines and dots.

Las Cafe | Logo Design | Restaurant Branding

Las Coffee shop logo design a little dining establishment, design consists of a modified manuscript typeface which floats above a team of elaborate lines and dots.

Logo style for a software application designer the style functions as well as iconic Berkeley aspect of a bridge to the left of the name.

Smart Kernels | Logo Design

A kernel is the principal part of an operating system (OS). Traditionally, the kernel is responsible for memory management, process and task control, and drive managing. The kernel attaches the system hardware to the application software. In other words a kernel is {essentially|quite literally a bridge that behaves as a connection in between the software and hardware.

The logo design I came up with for Smart Kernels was based on an actual bridge that is located a number of miles from the business offices of Smart kernels. It’s a logo design that doesn’t attempt to identify anything to anyone regarding what business they are in or how it relates to their specific location. Nevertheless it meant something to the business owner of the company and in many cases the significance behind a company logo is just as important as how it serves the organization it represents.

Evolve logo design developed for a Berkeleyinterior developer, design feature a series of red circles that converge and also replace the letter O in the middle of the logo design.

Evolv Interior Design | Logo Design | Branding

Evolv Design is a Berkeley interior design company and this logo design is representational of the work that an interior designer does in. An interior designer is a professional who arranges, explores, collaborates, and manages such projects. Interior design is a multifaceted profession that involves conceptual development, area planning, location inspections, programming, investigation, corresponding with the stakeholders of a project, building and construction management, and implementation of the design.

logo layout provided for Advanced Leadership Solutions in Berkeley, the personalities for letter V as well as A in center of the word advanced have actually been customized to tie directly right into words listed below.

Advanced Leadership Solutions | Logo Design | Website Design

This Berkeley logo design assignment was carried out for a management specialist that aids business professionals to become more efficient at handling people, expectations, and productivity.

A Berkeley business logo style featuring an angler in the center of the name casting a fly towards the customer.

On The Fly | Logo Design | Retail Branding

With brands such as Cabelas and Bass Pros raking in over 7 billion a year selling goods and equipment to outdoor sporting lovers the owners of On the Fly recognized the market was primed for an outdoor sporting store that operates as a consignment firm. Whether you are into boating, angling or rock climbing, or even hunting, On the Fly provides a venue for outdoor sports enthusiasts with all types of passions, a spot to sell off their used items to other sports enthusiasts.

I created their Berkeley business logo design with a graphic which garners the attention of vehicles and projects an image that invokes the enthusiasm of the outdoors. With traffic that averages forty five miles per hour I knew it would take more than the average logo/sign to get travelers to take notice, hence the picture of a fly fisherman in his natural and peaceful habitat.

Logo style MQ ranches, this Berkeley company logo layout has an area included right into the letter Q.

MQ Farms | Logo Design | Branding

The MQ farms company logo design wasn’t really created for an Berkeley area farm it was really devised for a commodities broker, and this particular company was one of multiple that fell under the MQ umbrella … MQ commodities was one, MQ trading was another. The aim was actually to design an identity that projects confidence, success, and luxury.

 Berkeley Logo design for a not-for-profit, Transforming Factor Solutions - the logo design attribute for outwardly facing arrow and the arrowheads suggest that it is a diamond form.

Turning Point Foundation | Logo Design

The Turning Point Foundation was completely open to what kind of logo design that they preferred, this can be a good thing or a bad thing. Good in that it gives a designer the opportunity to delve into any idea that comes to mind, bad in that it’s challenging to hit a bullseye in the absence of realizing where exactly the target is. Luckily, in this particular instance, I struck a bullseye with the first shot.

Logo design developed for making use of an indication for the dining establishment (Brewgrrs), it is an ornate script font that is reminiscent of a well-known Berkeley sporting activities team logo design.

Brewgrrs Restaurant | Logo Design | Restaurant Branding

I have created loads of restaurant business logos and establishment signs for restaurants, diners, sports bars, night clubs, dining establishments, and eateries all over the USA, from cupcake bakeshops to pizza parlors and oyster bars, out of all of them I believe Brewgrrs was my favorite. Brewgrrs was a great project where I worked directly with the owner to produce a business logo which worked very well and did a fantastic job to brand them, it worked on everything on everything from coasters, and tap handles all the way to the neon signage that hung over their doors, and was highly visible and very easy to read from over a block away.