Acute Care 360 ImageCo, Reading, Massachusetts, MA,

ImageCo, Reading, Massachusetts, MA,

Evolv Design logo designed by ImageCo, Reading, Massachusetts, MA,

Red Panda Publishers logo designed by ImageCo, Reading, Massachusetts, MA,

Reading, Massachusetts, MA,

ImageCo, Reading, Massachusetts, MA,

ImageCo, Reading, Massachusetts, MA,
Mid Valley Pathology logo designed by ImageCo, Reading, Massachusetts, MA,

FSA OK logo designed by ImageCo, Reading, Massachusetts, MA,

Emerald Heights logo designed by ImageCo, Reading, Massachusetts, MA,

Club Sapphire logo designed by ImageCo, Reading, Massachusetts, MA,

Downtown Dogs logo designed by ImageCo, Reading, Massachusetts, MA,

WSBA logo designed by ImageCo, Reading, Massachusetts, MA,

Ferry Street Coffee Company logo designed by ImageCo, Reading, Massachusetts, MA,

Stoney Forensic logo designed by ImageCo, Reading, Massachusetts, MA,

Smart kernels logo designed by ImageCo, Reading, Massachusetts, MA,

Memorable Logos That Tell Stories and Connect Emotionally

Crafting a brand identity or a logo that is both memorable and expresses the story about who you are or what you actually do is a significant endeavor. The challenge is to generate a logo design which is simplistic enough to be understood at a glimpse and conveys enough relevant information that it can articulate who you are. But no logo can totally tell your story or explain your organization, and going down that road usually makes for a logo design that accomplishes neither. However, in experienced hands, it is quite possible to strike a balance between both and create a logo that both informs and emotes and hitting that sweet spot is what your business should hope for from their logo designer.

ImageCo is one person, Tim Garner, I am an independent branding specialist. For over 20 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, just check out my portfolio and see for yourself. I don’t claim to be the greatest brand identity designer in the world, however, I do know what I am actually doing and my clients are inclined to agree.

A LOGO IS NOT YOUR BRAND

The expression “your logo is not your brand” is a statement that is often stated with such fervor by people working in the branding sector, that one might wonder why so many people in branding firms despise logos as much as they seem to. It is definitely true that your logo is not your business’s brand, however what does that mean for a brand that has no logo? One thing is quite certain, it guarantees that a brand with no logo will be faceless and easily forgotten.

Without a logo, an organization’s brand is no more than a fading memory because customers would have virtually nothing to anchor their brand experiences too.

Some compare a logo to a smile or a handshake which is slightly true, however it’s actually much more than that. A logo is a brand’s anchor and it also acts as the cornerstone of a business’s brand image. A logo acts as an anchor since the entire brand experience is secured 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 reference point for every stone that comes after it. A logo serves in the same way, it is a foundational building block that supports the business it represents, and it also serves as a reference that guides a brand as it develops.

ImageCo is a brand identity business and our goal is to help our clients lay that cornerstone and drop that anchor. We help organizations look well established, more polished, and more experienced. This ensures that our clients will always stand out, and are not only deserving of a seat at the table, but look like they ought to be seated at the head of that table.

Reading LOGO DESIGN​

For over two decades ImageCo has been helping start ups and entrepreneurs develop memorable brand identities. We have done logo design work for builders, universities, diamond miners, wedding singers, bistros, retail stores, and practically every other kind of business you can think of. What makes us different compared to typical graphic designers is that our background is rooted in the electrical sign industry so we approach every brand identity project as though it will be employed as an electrical sign. Because of our sign first technique our identity designs can, and have been employed in everything from clothing labels to neon signs. Our sign first method guarantees that our logos are equally reliable whether they are used in television commercials or web applications, they are consistently recognizable, understood, and always remembered regardless of scale or function.

American Made ★ Design

The one difference that truly sets ImageCo apart from other design companies that you might have found on-line, companies like Thumbtack, Design Hill, Upwork, or Crowdspring is that each and every project we are enlisted to do, we do in-house. Irrespective of the type of design project we accept, brand identity design, website, trade show exhibition, or retail sign, we do not, and never will farm-out our client’s projects to companies located outside the United States. Whenever you contact us at 1-855-IMAGECO the individual that answers the telephone is ImageCo’s owner and designer, not a middleman that increases the cost of your project and dictates the conditions of how we do business.

CHARACTERISTICS OF AN EFFECTIVE LOGO DESIGN

Nearly every new Reading organization knows they probably need a logo, however few start ups entirely realize the pivotal role their logo will make in their success, or the reason that one logo functions better than another. A logo has an instant and long-term impact on the growth of a business, go with the correct one and it can make the door swing and phone ring, select the wrong one and it can be an obstacle and an impediment for the longevity of a business.

The logos included in the ImageCo portfolio help Reading businesses prosper, they are effective in any given scenario and the main reason they are so effective is because they all have these five traits in common.

  1. Simplicity: simple logo designs do not need contemplation, they can be understood in merely a look.
  2. Scalability: from clothing labels to retail signs a scalable logo design will remain legible and just as emotive at any dimension.
  3. Versatility: logos that function on any sort of 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 company they brand.
  5. Relevance: a business logo should be enduring and should feel equally relevant today, tomorrow, and thirty years from today.

understanding branding

Brand – It’s a verb and a noun, it is an identifying mark as well as the process of noting something to make sure that it can be recognized, its foundation comes from the mark burned onto animals. These days a brand symbolizes practically anything with a motive, regardless of whether it be revenue or politics, a brand is an inherent aspect of defining the value of something in the public’s mind.

Branding – Is sort of like advertising and marketing’s attractive cousin, they are both from the exact same family, the distinction being that advertising and marketing have to do with making a promise and branding’s objective is to deliver on that promise. Branding is also a calculated popularity contest targeted at a specific audience, it’s objective is to develop an image that the target market will identify with.

Brand Image – An image planted and nurtured through advertising and marketing and identity design. When someone says the brand names Lamborghini or Corvette what we think about is their brand image, it’s a picture that exists in our minds. That image isn’t an image of an automobile with 4 wheels that can carry us from point A to point B, the image we have (or at least I have) is of speed, beauty, of something dangerous and sexy . That is brand image and that is what makes individuals want those brands. Brand image is why individuals buy most things, from Nike to Adidas Chevy or Ford, Democrats or Republicans … all driven by brand images that people can identify with.

Branding Companies – If you reflect on the origin of most branding agencies you’ll discover that they are frequently rebranded advertising firms. When somebody says they are in advertising and marketing many people will likely have a preconceived notion about the type of work they do anything that can be seen, touched or listened to become part of a brand identity.

Brand Identity Designer
– A brand identity designer is a designer that focuses on a kind of visual design that helps shape the perception of a business, a product or a business organization. Brand identity designers develop logo designs, signage designs, packaging, and collateral products such as business cards, stationery, as well as brochures. Some identity designers also build web sites as well as software interfaces. The necessary role of a brand identity designer is to create the visual cues and also a psychological tone with the goal of affecting actions, end results and understandings.

Featured SIGNS & LOGOS

Retro logo design of a bike produced for a Reading coffee cafe as well as a coffee roaster.

Ferry Street Coffee Company | Logo Design | Retail Branding

This fledgling coffee roaster and bistro were launching in an older section of the city and wanted to cast a retro atmosphere without appearing as uninteresting or low energy. I accomplished both tasks via designing a business logo design that incorporates a man on a high wheel bicycle (aka The Penny Farthing), it is antiquated, higher energy, and is a timeless business image.

medical logo layout with a microscopic lense slide and germs created for Reading clinical facility.

Mid-Valley Pathology | Logo Design

Pathology is the science that studies the causes and outcomes of diseases, especially the branch of healthcare that works with the laboratory evaluation of samples of body tissue for diagnostic or forensic purposes.

The Mid-Valley Pathology custom logo design I came up with is the sole instance I remember where I was able to incorporate a bacteria-laden microscope slide into a logo design.

Typically I attempt not to be excessively literal with a concept and to a degree, this design approaches the company it represents rather literally, however it does it in a way that integrates the slide as part of the name so it doesn’t serve so much as an explanation of what Mid-Valley Pathology does so much as acts as an enhancement to the brand that helps make it more intriguing, more interest grabbing and even more unforgettable.

logo style with a leaping green frog designed for a family fun center in Reading.

Cool Springz | Logo Design | Retail Branding

The Cool Springz Trampoline Park was a really cool project to work on, most likely because a trampoline park is all about fun. It’s also a project that is way out of the usual of the kinds of jobs which come my way, I’ve produced dozens of logo designs for physicians, dental offices, and legal professionals but Cool Springz is without question the one and only trampoline park that I have actually ever had the opportunity to work on.

Given that the name of the company has the word springz in its name the apparent choice would have been to incorporate a few springs into the concept but Cool Springz is a fun place to go and spring doesn’t actually reflect an environment of fun does it. My thought process on this logo 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 much more lively high energy feel.

In the end, Cool Springz ended up loving my design and named the frog Jax and integrated him in to everything they used for marketing. I also think this is the only time that a logo I designed was turned into a mascot when they had a staff member costume fashioned to look just like my frog design.

photography logo featuring a flock of birds, a hill, a path, a stream, as well as a tree - developed for Reading traveling digital photographer.

Travel Don’t Wander | Logo Design | Website Design

Travel Don’t Wander was a logo design job I took on for a travel photographer, which is a rather specialized field of photography and I believe it is a niche sector due to the fact that travel photographers don’t shoot locations or things but instead reveal emotional journeys through the pictures they capture. The idea behind this logo concept was to utilize negative space to communicate more than what was visible upon initial view, which I think is quintessential of almost all professional photographers in that they frequently tell entire stories using their photography.

It’s said that a picture is worth a thousand words but I think that some photographs convey a lot more than that because their photos often have an emotional resonance which can’t be revealed with mere words. I tried to do something much the same to this logo design by employing the positive space in the design to say 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 hindsight, that my objective was to both brand this photographer with a memorable  Reading logo design but also to reveal the depth in her art and in the way that she sees the world through the lens of her camera.

 Reading logo layout with a seagull made use of for the letter A. Designed for a cordless retail organisation.

Coastal Wireless | Logo Design

The lion’s share of logo design jobs that I take on I really take pleasure in and the Coastal Wireless project was one that I certainly felt good about, however the customer didn’t quite share my enthusiasm for it. I felt really good about the concept of using the seagull silhouette as a stroke in the letter A however my client, while he loved the concept, didn’t care for my choice of birds. This particular guy genuinely disliked seagulls, which he referred to as the “rats of the sky”, thankfully the rest of his family did not share his aversion for this particular breed of sea bird.

When I turn a design over to a client I encourage all of them to share it with friends and family as well as with other people that they don’t even know so as to get impartial point of views on the benefit of a design. Fortunately, he discussed it with his 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 choice of a pelican and he proceeded with the original concept.

Custom logo designs are a weird animal in the design world given that the people that have a tendency to hire an expert to create their logo recognize how crucial a logo is for their company so they are way more invested in the result. Every logo job has it’s allotment of challenges, but the biggest challenge is finding that sweet spot in a design that works really well at the job it’s needed to do in branding a company and also giving the client the identity they see for themselves.

a red panda logo layout with bamboo behind-the-scenes, layout for Reading book publisher

Red Panda Publishers | Logo Design

The book spine is a slender slice of real estate to work with, yet it really is the most vital part of a printed book since it is usually the very first thing a person views in the book shop. With regard to a publisher, it’s the best opportunity that they will likely ever get to spotlight their product and get their logo design in front of the individuals that buy actual books.

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

Air LA logo created for an airline in Los Angeles, the logo design has two letter A's with the bars changed to suggest they are wings.

Air LA | Logo Design

Airlines come and go but it seems that in many occurrences 1 of the things people tend to remember the most are their logos. The Air LA logo design was done for a small start-up commuter/shuttle airline company situated in LA and although I’m not certain it really “took off” their logo didn’t ground them. The bookend A’s in their title lent itself well to conferring a sense of airline flight and it was certainly a victory.

 Reading logo design utilized for advertising and a tag layout for Vintage Instance features an archaic font layout.

Vintage Case | Logo Design

Vintage case focused in brand-new cases for music instruments, that seemed to be older cases. For this custom logo design I strove to come up with a logo that offered a fluid vintage feel to it and could easily be utilized for anything from a web page to a label on brand new cases that looked like they were from a different generation.

Logo developed for an orthodontist in Reading, layout consist of an arc with lines converging with it to indicate metal dental braces.

Kujak Orthodontics | Logo Design | Sign Design

Dental care logos can be one of the most challenging logo jobs considering that it seems that every single dentist incorporates a smile, a tooth, a smiling tooth, or a toothy smile in their design. Dentistry logos are one of the most cliche ridden professions when it comes to small business advertising, if restaurants approached their advertising in the exact same way dental professionals do every one of their logo designs would be a picture trying to explain something they served, McDonalds would probably include an image of a potato and a cow.

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

I really love doing dentist logos simply because it challenges me to come up with a design that implies dentistry or a specific area of dental treatment like orthodontics without resorting to the stereotypical solution that so many dentists settle on.

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

William McNally logo developed for a household nonprofit, the logo includes 4 characters surprised in height to represent a family unit with in the style.

William McNally | Logo Design | Branding

The William McNally Family Foundation contacted ImageCo to help them come up with a brand identity design that would be representative of the devotion that William McNally had for the families in his city. The majority of logos with the name “family” in them tend to contain pictures of a happy family, a cliche heavy method to any logo design is to be far too literal pertaining to what the name says or the industry it represents. I’ve found that the best designs are the ones that are understated and never hit the viewer on the head with what the business or institution wants to relate.

The McNally Foundation’s name offered a distinct opportunity to do a custom logo design that conveyed that they were about families without being openly tacky about it. The aim of a logo design is to be remembered and recognized and if the designer tries to use the logo design to summarize how people should think or feel they don’t understand the purpose of a logo. If you have to think about a logo design to understand what it means, it has fallen short, a logo needs to be instantly understood and a logo design that illustrates itself will never have the likelihood to be understood.

Logo style produced for a Reading hair layout studio featuring a script font a hummingbird as well as a suggested orchid for the letter O.

Wild Orchid Studio | Logo Design Project

Wild Orchid Studios wanted a business logo which carried a spirit of simplicity and elegance for their new hair studio. I created a design that did not go the obvious direction of creating simply a stylized orchid but rather crafted a logo design that suggested a flower in the pattern of a swirl incorporated in to the letter O in the name and by putting attention on the logo design along with the figure of a hummingbird hovering over the image itself. The obvious path in creating a logo is generally the wrong course and in this case, the design ended up not being about the orchid but instead placed the focus on the feeling that they wanted to forecast to their customers.

Arabian horse logo style created for a horse cattle ranch that specializes in reproducing Arabian show horses.

Dazzo Arabians | Logo Design

ImageCo designed a distinct brand design tailored to symbolize the unique physical traits of the Arabian breed of horses. By having a different head shape and higher tail posture, the Arabian is one of the most quite easily identifiable equine breeds in the whole world.

Las Cafe, A Reading Coffee shop logo style a tiny dining establishment, layout includes a modified manuscript font which floats above a group of elaborate lines and dots.

Las Cafe | Logo Design | Restaurant Branding

Las Coffee shop logo layout a small restaurant, style contains a modified manuscript typeface which hovers over a team of ornate lines and dots.

Logo layout for a software application developer the design functions and renowned Reading 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). Generally, the kernel is responsible for memory management, process and task management, and disk management. 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 bridge between the software program and hardware.

The logo design I came up with for Smart Kernels was based on an actual bridge that is situated a couple of miles from the offices of Smart kernels. It’s a logo design that doesn’t attempt to explain anything to anyone regarding to what business they are in or how it relates to their specific location. However it meant something to the business owner of the company and in many cases the substance supporting a logo is just as important as how it serves the enterprise it stands for.

Evolve logo layout created for a Readingindoor developer, design attribute a collection of red circles that intersect and replace the letter O in the center of the logo style.

Evolv Interior Design | Logo Design | Branding

Evolv Design is a Reading 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 plans, explores, collaborates, and oversees such ventures. Interior design is a diverse profession that consists of conceptual development, space planning, location inspections, programming, research study, corresponding with the stakeholders of a project, building and construction supervision, and implementation of the design.

logo style done for Advanced Leadership Solutions in Reading, the personalities for letter V as well as A in middle of words advanced have actually been changed to connect directly into the words below.

Advanced Leadership Solutions | Logo Design | Website Design

This Reading logo design assignment was performed for a leadership guide that assists business professionals to develop into more successful at overseeing people, expectations, and productivity.

A Reading business logo design featuring an angler in the middle of the name casting a fly in the direction of the audience.

On The Fly | Logo Design | Retail Branding

With companies such as Cabelas and Bass Pros raking in over 7 billion a year selling supplies and equipment to outdoor sporting lovers the owners of On the Fly understood the market was prepared for an outdoor sporting merchant that functions as a consignment business. Whether or not you are into boating, angling or mountain climbing, or even hunting, On the Fly presents a place for outdoor sports enthusiasts with all types of passions, a spot to sell their previously owned items to other sports enthusiasts.

I designed their Reading business logo design along with an illustration which garners the interest of traffic and sends an image that evokes the passion of the outdoors. With visitor traffic that averages forty five mph I realized it would take more than the average logo/sign to get commuters to take notice, hence the picture of a fly fisherman in his natural and peaceful habitat.

Logo layout MQ farms, this Reading company logo style has actually a field included into the letter Q.

MQ Farms | Logo Design | Branding

The MQ farms business logo design wasn’t really created for an Reading area farm it was in reality created for a commodities broker, and this business logo was one of a handful of which fell under the MQ umbrella … MQ commodities was one, MQ trading was another. The end goal was actually to generate a graphic that projects assurance, success, and opulence.

 Reading Logo design for a nonprofit, Turning Point Solutions - the logo layout function for externally dealing with arrowhead and the arrowheads imply that it is a diamond shape.

Turning Point Foundation | Logo Design

The Turning Point Foundation was totally open to what type of logo design that they desired, that can be a good thing or a bad thing. Good in that it offers a designer the liberty to discover any idea that comes to mind, bad in that it’s hard to hit a bullseye without recognizing where the target is. Fortunately, in this particular case, I hit a bullseye with the first try.

Logo design developed for using a sign for the restaurant (Brewgrrs), it is an ornate manuscript font style that is reminiscent of a popular Reading sports team logo design.

Brewgrrs Restaurant | Logo Design | Restaurant Branding

I’ve created quite a lot of restaurant custom logo designs and establishment signs for restaurants, diners, sports bars, night clubs, dining establishments, and eateries all over the United States, from cupcake bakeshops to pizza parlors and oyster bars, out of all of them I think Brewgrrs was my absolute favorite. Brewgrrs was a great undertaking in which I worked closely with the proprietor to design a business logo that worked really 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 lighted sign which hung over their doors, and was highly visible and very easy to read from over a block away.