After months of research and analysis, the answer was crystal clear.
Back in April, the Reading and Berks County Visitors Bureau decided it needed to update its branding. A year prior it had welcomed a new leader with the appointment of Heather Zimmerman as president and CEO, and the time felt right for a bit of refreshing.
The previous branding — which included the slogan “Visit Pennsylvania’s Americana Region” — was about nine years old. It was due for a change.
So the bureau enlisted the help of the Pittsburgh-based public relations firm Red House Communications. Together, they brainstormed and planned and tested and surveyed.
At one point, Red House Senior Vice President Cliff Rankin told a crowd gathered at Saucony Creek Franklin Station brewpub Thursday morning, there was a list of 38 logos and slogans. That was whittled all the way down to two combos, which were put in front of 650 “likely travelers” across the region.
Their response was decisive. A whopping 89% all favored the same pairing.
“There was an overwhelming response for one specific direction,” Rankin said.
And during a special event at Franklin Station, their selection was unveiled as the bureau’s new branding.
The slogan?
“Experience Reading and Berks County — Every Stop Has a Story.”
And the logo?
A compilation of a train, the Reading Pagoda and a hawk, with green mountains and a blue sky in the background.
Heather Zimmerman, president, announces the rebranding of the Reading and Berks County visitors bureau on Thursday, Nov. 6, 2025, at Saucony Creek Franklin Station Brewpub. (BILL UHRICH/READING EAGLE)
“It’s a nod to our community,” Zimmerman said, shortly after the reveal. “What is Berks County about? What are we known for?”
The Pagoda, she said, was an easy choice. The iconic building that overlooks the city from high atop the south end of Mount Penn — and which is undergoing a major renovation project — is a visually striking symbol of Reading.
The train was also an obvious selection, Zimmerman said. It represents Reading’s long history with the rail industry — the Reading Railroad is well-known to anyone who has ever played “Monopoly” — as well as the county’s present and future.
Zimmerman said the county has several rail-related attractions such as the Reading Railroad Heritage Museum in Hamburg, the Reading Blue Mountain & Northern Railroad and the Colebrookdale Railroad in Boyertown.
And the future promises to heavily feature rail travel, Zimmerman said. Work is being done to restore passenger rail service between Reading and Philadelphia, an endeavor that could open the county up to a whole new segment of potential visitors.
As for the mountains and the hawk, Zimmerman said, they represent the countless opportunities for outdoor recreation across the county.
Zimmerman said she and the rest of the bureau are excited to be able to share the new branding through all sorts of advertising and marketing efforts, adding that as soon as Thursday’s event was over they’d be relaunching the bureau’s new-look website.
“We couldn’t wait for this,” Zimmerman said, explaining that the new branding was finalized a few weeks before the event. “I can’t keep a secret, so this was really hard. But we have a lot of stuff ready to go now.”
The rebranding of the Reading and Berks County visitors bureau is announced Thursday, Nov. 6, 2025, at Saucony Creek Franklin Station Brewpub. (BILL UHRICH/READING EAGLE)
Zimmerman said she hopes the new logo and slogan elicit a sense of wonder in potential travelers looking for a unique and exciting destination.
“I’d like it to pique their interest,” she said. “I’d like them to think, ‘What story could I have if I go there?’”
Those whose curiosity is captured can find out more about what Reading and Berks have to offer by visiting the bureau’s website at experienceberks.com or downloading the Experience Berks app for their Apple or Android device.
Jack Gombach, Reading’s managing director, said following Thursday’s event that city officials are thrilled about the new branding.
“We’re very excited with the rebrand and the new energy that it will breath into our tourism industry,” he said. “We think it’s going to complement a lot of the mayor’s initiatives downtown and make Reading a real destination for travelers.
“Reading has a lot to offer.”
The Berks County commissioners, who were holding their weekly meeting during Thursday’s event, also expressed support for the rebrand. They shared the new logo and slogan during their meeting.
“It’s an exciting time for the visitors bureau,” said Commissioner Dante Santoni Jr., a member of the bureau’s board. “They’re letting people know who we are and where we are.”