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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)<\/p>\nAfter months of research and analysis, the answer was crystal clear.<\/p>\n
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.<\/p>\n
The previous branding \u2014 which included the slogan \u201cVisit Pennsylvania\u2019s Americana Region\u201d \u2014 was about nine years old. It was due for a change.<\/p>\n
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.<\/p>\n
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 \u201clikely travelers\u201d across the region.<\/p>\n
Their response was decisive. A whopping 89% all favored the same pairing.<\/p>\n
\u201cThere was an overwhelming response for one specific direction,\u201d Rankin said.<\/p>\n
And during a special event at Franklin Station, their selection was unveiled as the bureau\u2019s new branding.<\/p>\n
The slogan?<\/p>\n
\u201cExperience Reading and Berks County \u2014 Every Stop Has a Story.\u201d<\/p>\n
And the logo?<\/p>\n
A compilation of a train, the Reading Pagoda and a hawk, with green mountains and a blue sky in the background.<\/p>\n
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)<\/p>\n
\u201cIt\u2019s a nod to our community,\u201d Zimmerman said, shortly after the reveal. \u201cWhat is Berks County about? What are we known for?\u201d<\/p>\n
The Pagoda, she said, was an easy choice. The iconic building that overlooks the city from high atop the south end of Mount Penn \u2014 and which is undergoing a major renovation project \u2014 is a visually striking symbol of Reading.<\/p>\n
The train was also an obvious selection, Zimmerman said. It represents Reading\u2019s long history with the rail industry \u2014 the Reading Railroad is well-known to anyone who has ever played \u201cMonopoly\u201d \u2014 as well as the county\u2019s present and future.<\/p>\n
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.<\/p>\n
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.<\/p>\n
As for the mountains and the hawk, Zimmerman said, they represent the countless opportunities for outdoor recreation across the county.<\/p>\n
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\u2019s event was over they\u2019d be relaunching the bureau\u2019s new-look website.<\/p>\n
\u201cWe couldn\u2019t wait for this,\u201d Zimmerman said, explaining that the new branding was finalized a few weeks before the event. \u201cI can\u2019t keep a secret, so this was really hard. But we have a lot of stuff ready to go now.\u201d<\/p>\n
![\"The](\"https:\/\/www.newsbeep.com\/us-pa\/wp-content\/uploads\/2025\/11\/REG-L-VisitorBureauRebranding1119.jpg\")
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)<\/p>\n
Zimmerman said she hopes the new logo and slogan elicit a sense of wonder in potential travelers looking for a unique and exciting destination.<\/p>\n
\u201cI\u2019d like it to pique their interest,\u201d she said. \u201cI\u2019d like them to think, \u2018What story could I have if I go there?\u2019\u201d<\/p>\n