Peopledesign
GRPL Rebrand
Updating a library identity to reflect a changing community.
Challenge
Libraries, as a whole, are on the precipice of disruption. Macro and recent trends have increased the speed at which the landscape for libraries is changing. Amid this change, the Grand Rapids Public Library had already entered a state of reinvention but was looking for a clear north star that the internal team and external audiences could follow.
Solution
Through primary user research, mapping library and societal trends, and looking to tangent market benchmarks, the Peopledesign and GRPL teams identified a north star claim: “Reflect and connect our community to trusted resources and each other.”
Next, we developed a new logo and complete brand identity. The new system can flex from kids to adults and give each branch location its voice. The logo mark utilizes an outer and internal ring that reinforces the shape but delivers different tones. Color variability and brand voice also played a crucial role in providing the right balance of flexibility and consistency.
Bringing the internal team along was vital for the program’s success. To help with this, Peopledesign presented a brand philosophy at an all-company meeting. Next, the program rolled out with both internal and external audiences in mind. Tactics included library cards, lanyards, shirts, bags, buttons, signage, social graphics, brochures, business cards, letterhead, envelopes, and more.
Results
Like many of the local community organizations we are so proud to work with, this new brand system helps signal the next chapter for GRPL.
It's not lost on us how significant of a moment this is (or how important you all were in making this happen with us). We count ourselves lucky to have been able to work alongside you and benefit from your immense skills and talents.
Thank you for contributing to our library's future – this is a major step for us, and we're so honored to have ushered in this change with you leading the way.
Katie Zychowski
Marketing & Communications Director