Renewed Promise to the Public
Queens Public Library, N.Y.
Innovation Synopsis
Originally envisioned as a rebranding, our campaign to make clear who we are and what we stand for took on a new dimension of sharpening our focus on customer experience, prompting us to rename it. We wanted to honor and serve the diversity of our customers and communities.
Challenge/Opportunity
The biggest challenge was coming up with a new visual identity, a new tagline, a new name and focus that the public and staff would be proud of at an affordable price at a time when cuts to our budget were looming. We hired a small, women-owned creative services company based in Manhattan that helped us tell our story and communicate what the public can expect from us and that we understand the communities we serve.
Key Elements of Innovation
We changed our name to Queens Public Library and changed the previous logo and tagline: an orange and yellow book topped by a wing with the tagline “Enrich Your Life.” The main color is now purple, with a secondary palette of colors to reflect the diversity of Queens. The new tagline is “We speak your language,” and the new logo is a Q, referencing our name and giving the appearance of an open book, an open doorway and a welcome mat.
Achieved Outcomes
Widespread praise and acceptance from all corners of New York City, from elected officials, customers, social media users, the press, other libraries and, most of all, our staff.
