Libraries are a critical part of communities, providing the social infrastructure that benefits new mothers, newcomers, seniors, young children, everyone in between. The London Public Library’s role is no different, a place for books and reading, but more and more the go-to destination for diverse community programming.
The Library’s goal was to create a visual identity that connects with their audiences on a more human-to-human level and to make the often unacknowledged role of libraries in our communities visible. Essentially to take the Library ‘beyond books’.
BMD created a flexible identity that celebrates this notion with a playful and engaging dynamic logo. The two “L”s in the shortform (LPL) do double duty as a set of legs, carrying the “P drawn as a speech bubble to emphasize dialogue and engagement. The ‘P’ can change form, creating a variety of anthropomorphic characters that can represent the many aspects of the LPL in a light and lively way.
The system is easy-to-use and the Library can create more illustrations as they create new programming. These plug-and-play assets are perfect for an organization with a small marketing budget but a big ambition to welcome everyone.
Entry Type: Single Entry
Primary Role of the Designer: Designer as change agent
Client Relationship: An in-house on-going relationship
Intention of the Project: Re-launch, redesign, or update of an existing product, service or program
Development Budget: Decline to state
Production/Execution Budget: Decline to state
Source of Funding: Client
Creative Director: Jelle Maréchal
Designers: Wuqi Liu, Amelie Lorente, Christine Xia
Other Credits: Patricia Marcucci - Account Director; Laura Stein - Chief Creative Officer; Kar Yan Chung - Strategy Director
London Public Library: Beyond the Books
Brand and Identity Systems
Winner - 365: AIGA Year in Design (2022)
Title: London Public Library: Beyond the Books
Design Firm/Agency: Bruce Mau Design
Client Location: London, Ontario
"We loved the approach of anthropomorphizing the logo to identify the London Public Library. In an increasingly digital world, its important to emphasize the human effort of accessing knowledge (and information) by physically going to the library and experiencing the joy of unexpected discoveries which can only happen when one is in front of the stacks and letting one's eyes wander. Even the "P" as a quotation cloud speaks (no pun intended) to verbal communication."
Self-Identified Distinctions: Design for Good - Social Releavance