ImageCo & National Sign
Located in the Seattle area ImageCo has developed a national reach through its partnership with the National Sign Corporation, an award winning business branding and signage company that serves clients in the Puget Sound region and throughout the United States.
Founded in 1915 The National Sign Corporation is a family owned business that has played an integral role in developing the visual identity of Seattle itself. National Sign is responsible for many of the iconic signs that are associated with Seattle such as the famous Public Market Center sign located in the Farmers Market in downtown Seattle.
With over 100 years in business, National Sign has developed a well-earned reputation as one of the foremost retail branding and commercial signage experts in North America, and that expertise is now an integrated part of every commercial branding, logo design and visual identity project ImageCo takes on.
Signs and Branding
ImageCo isn’t a sign company but we were founded by an electrical sign designer so our approach to branding doesn’t really follow the same path you’d find in your typical branding, advertising, or graphic design firm. The real difference in our approach to branding is that first and foremost the design needs to work as a sign, we do this because we know that if a logo works as a sign it will be effective for any purpose our customers may have.
The reason the “sign first” approach works so well is that a sign has to be understood in an instant, and it has to do so in all conditions, whether it be in the middle of the day, the middle of the night, in inclement weather, or viewed from a car driving by at 50 miles an hour. An effective sign doesn’t just brand a business it can also inform people of what kind of business it is, it infers the atmosphere of a business, the kind of people that may work there, the quality of service or the type of product, and can even inform them of what they can expect to pay…a well designed logo should be able to do these things as well, regardless of whether or not it is ever used for a sign.
A lot of new businesses approach their logo as if it were a marketing tool or an advertisement that is going to increase business, and while it will help a business grow, selling is just not the purpose of a logo. The one caveat to this is when a logo is designed to be used as a sign. The reason for this is that while a logo and a sign brands a business when seen over and over again, but a sign, by its very nature is also an invitation. An invitation that informs the public about the different aspects of a business, like its location, whether a business is open, what kind of business they are, and through the use of colors, shapes and lighting a sign can connect with people artistically and emotionally.