BCPL’s strategic plan includes a goal to redefine the library. While proud of our heritage, our role in the community had evolved and our image needed to do the same, focusing on our updated vision. A cross-functional team decided a new brand identity was necessary and would include positioning, logo, color palette and images. Conveying key messages, getting staff endorsement and incorporating Friends, Foundation and the Staff Organization were fundamental to ensuring success.

A team conducted research resulting in a brand position to create a new logo and tagline. The logo was tailored as icons with catch-phrases to promote unexpected ways to engage with the library. An internal brand culture was established for endorsement of our new image. Tools including a style guide, templates and guidelines for customer service became the norm. To be effective, a brand needs to be a part of every aspect of an organization.

Internally, brand culture starts at onboarding with presentations to understand and adopt the brand and how it relates to our mission. The library is more identifiable in the community, and customers have commented positively about the change. The professionalism of the brand has allowed for more partnerships with media valuing $500,000 in public relations coverage. Increases in new card holders, program attendance and passports coincide with this campaign.