Fall 2025 - Winter 2026
While working as a librarian at the Algoma Public Library, I quickly recognized the absence of a cohesive visual identity, making it difficult to establish a recognizable brand presence and resulting in inconsistent marketing materials. To modernize the library’s image and differentiate it from a neighboring library with a similar logo, I proposed a rebrand to the Library Director and presented project elements to the Library Board.
To unify the library’s communications, I created a new logo system, updated all in-house signage, developed marketing templates for recurring content, and produced comprehensive brand guidelines. Together, these elements enable four staff members to create marketing materials that appear to come from a single, unified source while strengthening patron recognition of the library.
The logo being retired in 2026 served the Algoma Public Library well for many years. However, as the library grew and evolved, its limitations became more noticeable warranting a rebrand
Modernize the logo by preserving recognizable elements of the existing identity while creating a scalable logo system with one-color, black, and white versions for flexible application across all media.
Establish a cohesive branding system that enables multiple staff members to produce marketing materials while maintaining a consistent visual identity across all applications
Differentiate the Algoma Public Library from neighboring libraries and strengthen recognition among patrons both in and outside the library.
Initial sketches focused on incorporating symbols associated with both Algoma and libraries, including the Algoma lighthouse, a library building entrance, books reimagined beyond the traditional open-book icon, the letter A, bookmarks, and an abstract seagull that references the city’s unofficial mascot.
The new logo preserves the iconic Algoma Lighthouse, an enduring symbol of the library’s connection to its history. This familiar landmark is reimagined through a modern lens by merging the forms of a bookmark, a closed book, and the silhouette of the letter “A.” The result is a mark that honors the library’s past while embracing its future. To improve flexibility and recognition small, low-contrast details are removed and the color palette is simplified, allowing the deep red to become the defining element of the brand.
Made with AfterEffects
As part of the rebrand launch, an animated logo was created to generate excitement around the library’s new visual identity. Featured in a reveal video displayed at the library entrance and shared across social media channels, the animation transformed the logo from a static mark into a dynamic experience that built anticipation, strengthened recognition, and helped patrons embrace the new brand.
To expand the project from an updated logo to a complete visual identity, I refined the library’s previously undefined four-color palette into a single primary color to strengthen brand recognition while preserving elements of its existing character. I then applied this system across both digital and in-ibrary materials, establishing consistent standards for color, typography, iconography, and layout.
The primary color palette elevates the deep red, previously used as a secondary element, to the library’s primary brand color, with a slight adjustment in hue. This shift adds energy while maintaining continuity with the library’s existing identity. Paired with Bookpage Beige, the palette creates an accessible combination that supports readability and consistent use across both print and digital materials.
With a cohesive brand system in place, library signage was updated using a color-coded wayfinding system, social media profiles adopted branded templates, and merchandise including staff t-shirts, tote bags, cups, bookmarks, and stickers was created. Together, these elements increase brand recognition and create a more consistent experience for patrons.