The way a company creates their brand can make or break the business. The logo, imagery and slogan can all impact how customers perceive a business and how memorable the business is in the community. MLiving chatted with local businesses about what elements make up their branding and how they feel it has impacted their success.
Painting Services Plus
5242 Angola Rd. #75
419-297-7046
Painting Services Plus on Facebook
What’s the meaning behind your logo/slogan/imagery?
What’s the meaning behind your logo/slogan/imagery?Painting Services implies that we are a painting contractor. The Plus means we also provide many other services. We are somewhat of a “one stop shop.”
Why did you choose your color scheme or imagery?
I wanted to go with more of a pastel feel, something simple with a 70s kinda feel. I don’t care too much for the gimmicky logos with paint brushes and paint pails.
Who designed your logo/imagery or wrote your slogan?
Leah Foley, senior designer at Toledo City Paper, created the logo for us. She’s great, very easy to work with and extremely accommodating. Highly recommend.
How do you feel this has impacted your business?
I frequently get good feedback on the logo and the colors so it must be working!
Laura’s Framing Place
4400 Heatherdowns Blvd.
419-893-7263
Laura’s Framing Place on Facebook
What’s the meaning behind your logo/slogan/imagery?
My business card still has the original logo on it. When I moved from Parkway Plaza in 2014, I went with the block letters instead in the main interest of saving money. I had the lighted sign with the vinyl face on a box, and at my location now, I could have individual letters that aren’t illuminated.
Why did you choose your color scheme or imagery?
I had worked at another frame shop for about 8 years, and my business partner and I felt we needed to get MY name out there. So in November 1991, we opened Laura’s Framing, and my phone number had to be easy to remember, since the only phone books at the time came out in October. We came up with 89F-RAME, as the Maumee numbers included 893 as the first three numbers. Now that I’m in Toledo, I still have the 893-7263.
Ohio Living Swan Creek
5916 Cresthaven Lane
419-865-4445
What’s the meaning behind your logo/slogan/imagery?
What’s the meaning behind your logo/slogan/imagery?Ohio Living’s logo has three key components: the mark, the name and the tagline.
The mark has four specific colors, consistent with the four seasons of the year, as beautifully displayed in Ohio. The four colors can also represent the four seasons of life we embrace (childhood, adolescence, adulthood and our retirement years) or the four people essential to our organization – residents and patients, employees, volunteers and donors. Some people view the shape at the center of the mark as a compass, guiding the way toward a vibrant life, while others see it as a cross representing our faith-based culture.
The name “Ohio Living” was chosen because it embodies the essence of who we are as an organization – a community of people who celebrate living. It is our deepest desire to provide others with opportunities to live life to the fullest by joining alongside them to make each day count. This brand is an expression of our organizational values and speaks to the principles we were founded on in caring for Ohioans. We selected a monolithic logo and naming convention so that the names of each of our communities and service lines would reflect that they are part of the larger Ohio Living family and connected to other caregivers and communities across the state. As one company, we have one mission for all of Ohio Living; our corporate office, communities, home health and hospice, foundation and other initiatives are all guided by this goal and use it as their mission statement.
The tagline reflects our permanent commitment to the values that make us who we are. Since our founding in 1922, faith, compassion and community have been the trademarks of the care we provide and the way we relate to employees, residents, patients, donors and their families.
Why did you choose your color scheme or imagery?
We chose these four primary brand colors because they reflected the four seasons of the year in vibrant tones, representing how our organization works to help the people we serve live each season of their lives authentically and vibrantly.
Who designed your logo/imagery or wrote your slogan?
Ohio Living’s parent Board of Directors and leadership team partnered with BrandEquity to develop the new name, logo and tagline for the organization when Ohio Presbyterian Retirement Services rebranded into Ohio Living in 2016.
How do you feel this has impacted your business?
Since their adoption in 2016, Ohio Living’s name, logo, tagline and overall brand have positioned us for growth and expansion. Building on over 100 years of experience, Ohio Living is one of the largest and most experienced not-for-profit, multi-site senior living organizations. With 11 life plan communities (including independent living, assisted lived, skilled rehabilitation, memory care and long-term nursing), Ohio Living Home Health & Hospice, and Palliative Medicine, our total service area covers over 10 million Ohioans wherever they call home. Additional service lines include provider-owned physician and nurse practitioner services, a Medicare Advantage plan, and pharmacy services. Ohio Living Foundation raises several million dollars annually to support charity care, special programs, capital expansion and endowment.
Molly Maid of NW Ohio
419-746-4354
What’s the meaning behind your logo/slogan/imagery?
What’s the meaning behind your logo/slogan/imagery?We changed the graphic element to a lotus flower because it opens clean and beautiful every day, just like your home when Molly Maid comes to clean.
Why did you choose your color scheme or imagery?
We kept the navy and pink color scheme to maintain brand equity. To help customers continue to recognize our brand.
Who designed your logo/imagery or wrote your slogan?
Molly Maid updated the outdated logo/imagery in 2019. It used to be a bonnet.
How do you feel this has impacted your business?
Since the world is more visual, the modern logo is easier for consumers to connect with and is more appealing.
A Walk in the Park
1920 Indian Wood Circle
419-475-4101
What’s the meaning behind your logo/slogan/imagery?
What’s the meaning behind your logo/slogan/imagery?The public might not give this a lot of thought, but I think you need an extraordinary amount of education to work with animals. They can not communicate through speech, so you have to get to know them very well to understand how they are feeling and what they need. So I wanted my design to look more professional, because we take dog care very seriously.
Why did you choose your color scheme or imagery?
The colors we use are based on a landscape. The name of our business, A Walk in the Park just came to me and I knew I had to go with it. In that landscape there is the yellow and orange of the sun and the greens and browns of the plants and trees. The designer added the navy blue to give a counter balance.
Who designed your logo/imagery or wrote your slogan?
When I started my business, a client recommended a designer but that was a difficult process and we didn’t have a great relationship. I didn’t like her designs and started playing with some designs myself. I have an art background, not a graphic design background, so a lot of what I drew was inspired by painters I liked. I don’t remember everything I drew, but the designer didn’t like it. Eventually I had a picture of a client’s dog, a Springer Spaniel named Ferguson (he still comes to us!) and I gave it an Andy Warhol-like repetition. That was eventually turned into the design we use today.
How do you feel this has impacted your business?
I’m not sure if it contributed to our success. What bothered me about the designs that are used in general in our field, is that they are all cartoon-like, which sends the message that this is not a serious, educated field, and to me that is not true.
Rudy’s Hot Dogs
Various locations
419-472-4813
What’s the meaning behind your logo/slogan/imagery?
What’s the meaning behind your logo/slogan/imagery?The hotdog wearing the crown as our logo is “The King of the hotdogs.” So we have always tried to key that into our advertising and our merchandise.
Who designed your logo/imagery or wrote your slogan?
The logo was designed by my mother.
Black & White Transportation
4665 W Bancroft St.
419-536-3722
What’s the meaning behind your logo/slogan/imagery?
What’s the meaning behind your logo/slogan/imagery?The ampersand arrow in our logo is more than just a design element; it symbolizes our commitment to always looking ahead and moving forward. This forward-thinking mindset is the driving force behind our growth and success.
How do you feel this has impacted your business?
By 2001, we had grown significantly and rebranded as Black & White Transportation to reflect our expanding range of services. We began by operating BG Transit, a small, rural transit program for the city of Bowling Green. Soon after, we introduced our Executive/Black Car service, offering luxurious trips to neighboring airports and special nights out. Our Paratransit Division followed, providing essential transportation for individuals with mobility, developmental and other challenges.
Today, Black & White Transportation boasts a comprehensive transportation management infrastructure. Our fully functional 24/7 call center, large and diverse fleet of 160 late-model vehicles, and a team of experienced, compassionate drivers enable us to deliver nearly 600,000 trips annually.
Westgate Residential Suites
3433 Oak Alley Court
419-535-0727
Why did you choose your color scheme or imagery?
Why did you choose your color scheme or imagery?Our logo is designed with leaves as we are located on a tree-lined cul-de-sac and have a lot of green space behind our building.
What’s the meaning behind your logo/slogan/imagery?
Our message “Toledo’s active adult luxury community” is exactly that. We have been around for over 30 years and have maintained a reputation as a luxury 55+ community. Our apartments are MUCH more spacious than any others in the area-we have some that are 1500 square feet.
Lupita’s Cantina
209 Louisiana Ave.
419-963-4611
What’s the meaning behind your logo/slogan/imagery?
What’s the meaning behind your logo/slogan/imagery?Cocina de Carlos means Carlos’ Kitchen and is focused on the origins of our culinary family tradition of Carlos’ Family (Carlos and Carlos Senior). After years focused on Carlos, we decided with Lupita’s to close the circle and focus on both Lupitas: Lupita mama and Lupita daughter (Pita) with Lupita’s Cantina.
Who designed your logo/imagery or wrote your slogan?
From the beginning we received advice from our friend, marketer and digital designer Haley Wilkins and her local company Winged Design. She was in charge of market research and somehow predicting the impact of the chosen name. She gave us options for possible names and logos, as well as the meaning of the colors.
I also want to thank the professional help and advice of a local marketing shark Mr. Mike Zapiesky. At the beginning, his experience, vision and patience helped us a lot to choose the right thing in the face of so many options that we had in front of us.
How do you feel this has impacted your business?
By hiring and receiving professional advice in choosing both the name, logos and slogans, we ensure that the impact of the brand (even if it is familiar and small) reaches deep into the community. Lately, we want to consolidate the small family chain by highlighting family values and we have created “Carlos & Lupita’s Restaurants” which, as its name says, perfectly represents the entire family.
Sidelines Sports Eatery
Various locations
419-474-0000
What’s the meaning behind your logo/slogan/imagery?
What’s the meaning behind your logo/slogan/imagery?Our logo is simple and straightforward. We are a sports eatery and the logo states just that.
Who designed your logo/imagery or wrote your slogan?
Logo was designed by Graphic Signs, a locally owned company.
Why did you choose your color scheme or imagery?
Colors were picked so that the logo would be clear and vivid for sign purposes.
How do you feel this has impacted your business?
Our logo and sign work has been extremely important to our business over the years. Graphic Signs is more than just a sign company to us, they are like a partner to our business, and we have built a lasting friendship over the years with them.
Inverness Community
6230 Lewis Ave.
734-847-6480
invernesscommunitytemperance.com
What’s the meaning behind your logo/slogan/imagery?
What’s the meaning behind your logo/slogan/imagery?The logo of an Oak tree comes from the symbol for Faetano in the Republica de San Marino. San Marino is the oldest and smallest republic in the world. Faetano is the area that my family is from. The slogan “Cost Less, Live More” lets people know that manufactured housing in our community allows you to have a home that costs less than renting and the freedom to live the life you want.
Why did you choose your color scheme or imagery?
The imagery conveys the feeling of community and neighborhood. The color scheme is warm and inviting.
Who designed your logo/imagery or wrote your slogan?
My father and myself, as the managers of the community.
How do you feel this has impacted your business?
I believe that prospects and residents feel like family and understand the importance of community to us as managers and their neighbors.
Salts of the 7 Seas
419-842-8525
What’s the meaning behind your logo/slogan/imagery?
What’s the meaning behind your logo/slogan/imagery?The image of a Bronze Compass with the icey blue ocean water surrounding and penetrating it was created by me to show the power of the ocean’s waters and the breath of the almost countless places around the world where natural sea salts are found.
Why did you choose your color scheme or imagery?
I selected the color scheme of using a lot of black in our packaging designs as it was complimentary to the many natural colors of our sea salts and made them standout. The imagery found in the exotics line of sea salts and peppercorns was chosen for its photography reflecting the beauty and appeal of our brand’s range of exotic locations around the world where we find our beautiful sea salts.
Who designed your logo/imagery or wrote your slogan?
I chose the name “Salts of the 7 Seas” as I felt it had a certain ring to it and reflected the many locations around the world that offer up beautiful and unique sea salts. The logo font I chose is called Black Chancery and it has an old world feel to it and is unique in the marketplace. I added the two-tone “7” to call attention to the name.
