County of Los Angeles Public Library was too long, and the URL (colapublib.org) prevented our customers from easily accessing library services online. Customers are generally unaware of different library systems and the lack of consistency in brand presentation further confuses customers. The general perception is that libraries are outdated, and many customers were unaware of the services being offered. There was an opportunity to develop a holistic brand along with a communications strategy and awareness campaign.

Most rebranding efforts were handled internally and allowed for significant cost-savings. Marketing met with stakeholders to research customer needs, internal and external brand perceptions, strengths and weaknesses and competitive landscapes. After this brand discovery phase, brand positioning was defined. A graphic designer was then hired to design a new logo and define a brand style based on the brand positioning. Guidelines were developed to train staff for brand alignment in everything they do.

Rebranding establishes consistency and standardizes design and communication styles. LA County Library and LACountyLibrary.org are simpler, more memorable names. The new logo, tagline and visual identity will help customers to recognize materials and increase brand awareness. Upcoming creative campaigns using the new logo will draw attention to services that weren’t actively being promoted before, on a broader scale. A new website is coming later this summer, and phased rebranding of signage will continue this year.